Introduction

The eyewear market has been playing a significant role in the global consumer landscape. With the increasing emphasis on fashion and eye protection, consumers are constantly seeking trendy and functional eyewear products. TikTok, as a leading social media platform in the US, offers unique advantages for promoting eyewear. Its vast user base and engaging video content format enable brands and merchants to showcase their eyewear products in a more vivid and interactive way, reaching a wide range of potential customers.

Category Market Overview

According to authoritative sources, the eyewear market in the US has been experiencing steady growth in recent years. The market size has been expanding due to factors such as changing fashion trends, increased awareness of eye health, and the growing popularity of outdoor activities. Consumer demand for eyewear has also been evolving, with a greater preference for stylish and multifunctional products. For example, there is a rising demand for anti-blue light glasses for digital device users and polarized sunglasses for outdoor enthusiasts. Integrating the provided data, we can see that the TikTok platform is becoming an important channel for eyewear sales, contributing to the overall market dynamics.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the eyewear category showed diverse sales performance. The total GMV for eyewear was $424,000. However, it experienced a -9.18% quarter-on-quarter decline. The sold count was 49,300, with a -2.56% quarter-on-quarter change. Among the top-selling products, "Back To School Sunglasses for Travel Use, Fashion Fall/Summer 2024 Geometric Frame Double Beam Sun Protection Glasses Trends" had a sold count of 7,686 and a GMV of $43,100 with a 1.06% GMV quarter-on-quarter growth. Another popular product, "Simple Anti-blue Light Square Frame Eyeglasses for Women & Men, Summer Outfits 2024 Eyeglasses for Work, Daily Clothing Decor, Student Daily Use" had a sold count of 1,963 and a GMV of $44,200 but with a -9.75% GMV quarter-on-quarter decline. The popularity of these products can be attributed to their trendy designs, functionality, and effective marketing on TikTok. For instance, the travel sunglasses likely appeal to those planning vacations or outdoor trips, while the anti-blue light glasses target the large number of digital device users.

Brand Case Analysis of the Specific Category

Several brands stood out in the eyewear market on TikTok during the analyzed week. For example, JWH GLASSES had a GMV of $43,300 with a 0.95% GMV quarter-on-quarter growth and a sold count of 7,719. Their strategy might involve offering a wide range of eyewear styles to appeal to different customer preferences. Another brand, DAX Eyewear, achieved a remarkable 148.23% GMV quarter-on-quarter growth with a GMV of $34,400 and a sold count of 864. This could be due to their unique product features or effective marketing campaigns on TikTok. SOLOSE, on the other hand, had a GMV of $64,300 but experienced a -20.94% GMV quarter-on-quarter decline. Despite the decline, their sold count of 4,086 indicates they still have a significant customer base. Each of these brands is leveraging TikTok's platform to showcase their products, engage with customers through video content, and drive sales.

Conclusion

Overall, the eyewear market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 presented a mixed picture. While some products and brands showed growth, others faced declines. For cross-border merchants, it is crucial to focus on product design that combines style and functionality, as well as creating engaging video content to showcase their eyewear on TikTok. Looking ahead, the market is likely to continue evolving with changing fashion trends and increasing consumer awareness of eye health. Merchants should stay updated on these trends and adapt their marketing strategies accordingly to succeed in the competitive TikTok eyewear market.