Introduction

In the global consumer landscape, the shoes market holds significant importance. It is a constantly evolving sector with diverse consumer demands. With the rise of digital platforms, TikTok has emerged as a powerful medium, especially in the US market. TikTok offers unique advantages such as vast reach, engaging content formats, and the ability to target specific demographics, making it an ideal platform for promoting shoes and connecting with potential customers.

Category Market Overview

The shoes market in the US is substantial. According to recent data from authoritative sources, it has been experiencing steady growth over the years. The market size has been expanding, driven by factors like changing fashion trends, increasing consumer awareness about foot health, and the need for comfortable yet stylish footwear. Consumer demand changes have been notable, with a growing preference for sustainable and multifunctional shoes. For instance, there is a rising demand for shoes that can be used for both outdoor activities and casual wear.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the shoes category had an interesting sales performance. The GMV Gross Merchandise Volume for shoes was $25.7529 million, with a quarter-on-quarter QoQ decrease of 3.54%. The sold count was 949,300, showing a QoQ decline of 10.25%. However, some products stood out. For example, the EVELLYHOOTD Braided Leather Outdoor Suede Slippers Women's Mini Platform Boots with Fluffy Fur Lining Short Ankle Boots for Autumn Winter Warm Walking Shoes sold 28,300 pairs, generating a GMV of $1.0637 million with a QoQ decrease of 14.48%. On the other hand, the Women's 2024 Street Fluffy Fur Snow Boots, Soft Warm Mid-calf Boots for Autumn & Winter, Platform Slip-on Winter Shoes Back To School Gifts, Boots for Women, Fall Outfits, Fall Freshness, Fall Footwear, Walking Shoes had a significant growth in sales, with 13,400 pairs sold and a GMV of $414,400, showing a QoQ increase of 55.53%. The popularity of these products can be attributed to factors like their design, functionality, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands performed well in the shoes market on TikTok in December. Crocs had a remarkable performance with a GMV of $393,350, a QoQ increase of 47.85% and sold 90,700 pairs. Their strategy of offering comfortable and versatile footwear, along with engaging TikTok content, likely contributed to their success. HeyDude also had a significant presence with a GMV of $174,380, although it experienced a QoQ decrease of 13.59% and sold 23,300 pairs. Their brand image of providing stylish yet comfortable shoes might have attracted customers. EVELLYHOOTD US had a GMV of $162,560 with a QoQ decrease of 14.18% and sold 46,100 pairs. Their focus on quality and unique designs could be the reasons behind their sales.

Conclusion

Overall, the shoes market on TikTok in the US during December had a mixed performance. While some products and brands showed growth, others faced declines. For cross-border merchants, it is advisable to focus on product design that caters to the changing consumer preferences, such as sustainability and multifunctionality. Leveraging TikTok's marketing capabilities effectively, through engaging content and targeted campaigns, can also boost sales. Looking ahead, the market is likely to continue evolving, with an expected increase in demand for innovative and trendy footwear.