Introduction

The women's shoes market plays a significant role in the global consumer landscape. With the increasing influence of digital platforms, especially TikTok, the way consumers discover and purchase women's shoes has been revolutionized. TikTok offers a unique advantage in the US market by providing a highly engaging and visual platform for brands and merchants to showcase their products, reaching a vast and diverse audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the women's shoes market in the US is substantial in size. In recent years, it has shown various growth trends, influenced by factors such as changing fashion trends, consumer preferences, and economic conditions. Consumer demand for women's shoes has been evolving, with an increasing focus on comfort, style, and versatility. For instance, there has been a growing demand for shoes that can be easily transitioned from casual to formal settings. Integrating the provided TikTok data, we can see that the market on this platform also reflects these broader trends, with different styles of women's shoes gaining popularity based on their ability to meet these consumer demands.

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 shoes category had a Gross Merchandise Volume GMV of $230.16 million. However, it experienced a quarter-on-quarter QoQ decline of 25.89%. The total sold count was 91,100, with a QoQ decrease of 21.15%. There were 4,154 different sold products and 1,145 sold shops, along with 2,887 video bloggers promoting women's shoes. The average price of the sold shoes was $25.26, and the sold count ratio was 67.31%.

Looking at the top-selling products, the EVELLYHOOTD Braided Leather Outdoor Suede Slippers and Women's Mini Platform Boots with Fluffy Fur Lining Short Ankle Boots for Autumn Winter Warm Walking Shoes sold 4,855 pairs, generating a GMV of $175,200 with a QoQ decline of 8.18%. 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 sold 2,999 pairs, achieving a GMV of $110,700 with a significant QoQ growth of 31.86%. The popularity of these products can be attributed to their stylish designs, suitability for the season, and the effective marketing on TikTok, which likely caught the attention of a large number of consumers.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the women's shoes market on TikTok in the US during the specified week, EVELLYHOOTD had a GMV of $282,700 with a 3.6% QoQ growth. They sold 8,855 pairs of shoes, with 9 different products, 6 of which were sold. They had 240 video bloggers promoting their products, and the average price of their shoes was $31.93, with a sold count ratio of 12.28%.

Crocs also had a notable presence, with a GMV of $224,300, although it experienced a QoQ decline of 23.66%. They sold 4,191 pairs of shoes from 95 different products, with 55 of them being sold. There were 244 video bloggers associated with Crocs' products on TikTok, and the average price of their shoes was $53.52, with a sold count ratio of 9.75%.

Devio Fashion showed strong performance with a GMV of $110,700 and a remarkable 31.91% QoQ growth. They sold 3,001 pairs of shoes from 14 different products, with 2 of them being sold. There were 50 video bloggers promoting their products, and the average price of their shoes was $36.90, with a sold count ratio of 4.81%.

Conclusion

Overall, the women's shoes market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 presented a mixed picture. While some brands and products experienced growth, others faced declines. The market trends indicate that consumers are attracted to stylish and seasonally appropriate shoes, and effective marketing through video bloggers can significantly impact sales. For cross-border merchants, it is crucial to focus on product design that meets the evolving consumer demands, collaborate with popular video bloggers for promotion, and closely monitor market trends to adjust their strategies accordingly. Looking ahead, we can expect the market to continue evolving, with new styles and trends emerging, and competition likely to intensify as more brands recognize the potential of TikTok for reaching US consumers.