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 tool in the US market, offering unique advantages for promoting and selling shoes. Its vast user base and engaging content format provide an excellent opportunity for brands and merchants to showcase their products and reach a wide audience.

Category Market Overview

According to recent data and information sourced from authoritative websites, the shoes market in the US is substantial in size. It has been experiencing various growth trends over the years. Consumer demand changes have been influenced by factors such as fashion trends, comfort requirements, and seasonal needs. For instance, during different seasons, there is a higher demand for specific types of shoes like winter boots in colder months and sandals in summer. The integration of existing data further reveals that the market is highly competitive, with numerous brands vying for consumers' attention.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the shoes category had a GMV Gross Merchandise Volume of $341.96 million. However, it showed a -22.58% quarter-on-quarter QoQ decline. The sold count was 140,200, with a -19.45% QoQ decrease. The average price of sold shoes was $24.39, and the sold count ratio was 1.47%.

Looking at the top-selling products, 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" had a sold count of 4,855 and a GMV of $175,200 with a -8.18% QoQ change. Another popular product, "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 sold count of 2,999 and a GMV of $110,700 with a significant 31.86% QoQ increase. The popularity and growth patterns of these products can be attributed to factors such as their trendy designs, suitability for the season, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the shoes market on TikTok in the US during this period, Crocs had a GMV of $312,000 with a -24.36% QoQ decline. It had a sold count of 6,164. EVELLYHOOTD US, on the other hand, had a GMV of $282,800 with a 3.6% QoQ increase and a sold count of 8,858. DREAM PAIRS had a GMV of $157,400 with a 5.39% QoQ increase and a sold count of 3,287.

Crocs, a well-known brand, likely faced some challenges during this week that led to the decline in its performance. EVELLYHOOTD US might have had successful marketing strategies or new product launches that contributed to its growth. DREAM PAIRS' growth could be due to its wide range of products and effective targeting of the TikTok audience.

Conclusion

Overall, the shoes market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed performance. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is crucial to closely monitor market trends, understand consumer preferences, and adapt their marketing strategies accordingly. Looking ahead, the market is likely to continue evolving, with new trends emerging and consumer demands changing. Merchants should focus on offering trendy and high-quality shoes, leveraging TikTok's marketing features effectively to stay competitive in this dynamic market.