Introduction

The women's underwear market holds a significant place in the global consumer landscape. With the increasing focus on comfort, style, and functionality, consumers are constantly seeking new and trendy products in this category. TikTok, being a popular social media platform in the US, has emerged as a powerful tool for brands and merchants to showcase their women's underwear offerings. Its unique features such as short videos, engaging content, and wide user reach provide an excellent opportunity to connect with potential customers and drive sales.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the women's underwear market in the US has been experiencing steady growth. The market size has been expanding due to factors like changing fashion trends, increased awareness about personal hygiene, and a growing preference for online shopping. Consumer demand has also been evolving, with a greater emphasis on products that offer both comfort and aesthetic appeal. For instance, seamless designs, breathable fabrics, and stylish patterns are highly sought after. Integrating this with the existing data on TikTok, it can be seen that the platform is playing an important role in shaping the market trends and influencing consumer choices.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the women's underwear category witnessed various sales performances. The overall GMV Gross Merchandise Volume for the category was $566.68 million, with a quarter-on-quarter QoQ decline of -14.05%. The sold count was 293,800, showing a QoQ decrease of -11.49%. However, there were several top-selling products that contributed significantly to the sales. For example, the "Women's Solid Color Zipper Corset Shapewear Top" had a sold count of 10,600 and a GMV of $143,900, with a remarkable GMV QoQ growth of 82.6%. The popularity of such products can be attributed to their features like tummy control, high-waist design, and suitability for daily wear. Another popular item was the "New-Plus size girls' bra, comfortable, slimming and anti-sagging" with 11,200 units sold and a GMV of $92,700, despite a slight GMV QoQ decline of -2.7%. These products' success lies in their ability to address specific consumer needs such as providing comfort for plus-size women and offering body shaping benefits.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the women's underwear market on TikTok during the specified week. For instance, SHAPSHE had a GMV of $383,700 with a 2.8% GMV QoQ growth and a sold count of 8,368. Their success can be attributed to their range of waist shapewear products that are known for their quality and effectiveness in tummy control. FeelinGirl LLC had a GMV of $233,200, although with a -18.31% GMV QoQ decline. They offer a variety of wireless bras and other underwear products, and their marketing strategy might need some adjustments to reverse the decline trend. Another notable brand is Nebility US, which achieved a GMV of $131,700 with an impressive 152.9% GMV QoQ growth and a sold count of 5,595. Their focus on breathable and stylish bodysuits seems to have resonated well with the TikTok audience, leading to increased sales.

Conclusion

Overall, the women's underwear market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category faced a slight decline in overall GMV and sold count QoQ, there were still individual products and brands that managed to achieve significant growth. For cross-border merchants, it is advisable to focus on product features that are in high demand, such as comfort, body shaping, and stylish designs. They should also leverage TikTok's marketing capabilities by creating engaging content and collaborating with popular video bloggers. Looking ahead, the market is likely to continue evolving with increasing competition, and merchants need to stay updated with the latest trends to remain competitive.