Introduction

In the global consumer landscape, the shoes market has always been of significant importance. With the continuous evolution of fashion trends and the increasing demand for comfort and functionality, consumers are constantly seeking new and trendy footwear options. TikTok, in the US market, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing brands and merchants to showcase their shoe products in an engaging and creative manner, thereby influencing purchasing decisions and shaping market trends.

Category Market Overview

The shoes market in the US is substantial and continues to grow. According to various authoritative sources, the market size has been on an upward trend, driven by factors such as population growth, changing fashion preferences, and the need for different types of shoes for various activities. Consumer demand has been shifting towards more stylish yet comfortable shoes, with a particular focus on sustainable and innovative designs. For instance, there is an increasing preference for shoes made from eco-friendly materials. Integrating the available data, we can see that the TikTok platform has become a significant player in this market, offering a new avenue for shoe brands to connect with consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the shoes category exhibited interesting sales performance. The total GMV Gross Merchandise Volume for shoes was $370.78 million, with a quarter-on-quarter QoQ growth rate of 8.43%. The sold count reached 158,300, showing a QoQ growth of 12.87%. Among 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 4,303 and a GMV of $152,200, though it experienced a -13.15% QoQ change in GMV. Another popular product, the "Men's Lace Up Low Top Anti Piercing & Anti Smashing Safety Shoes with Rotating Button, Contrast Mesh Work Shoes, for Outdoor Work, Footwear, Shoes for Healthcare Workers, Fall Outfits, Fall Freshness" had a sold count of 3,735 and a GMV of $90,500 with a 15.35% QoQ growth in GMV. The popularity of these products can be attributed to factors such as their unique designs, functionality, and the effective marketing on TikTok, which has enabled them to reach a wide audience and drive sales.

Brand Case Analysis of the Specific Category

Several brands stood out in the shoes market on TikTok during this period. Crocs, for example, had a GMV of $463,900 with a remarkable 48.68% QoQ growth in GMV. They sold 9,935 units and had 315 products listed, with 103 of them being sold. The brand's success can be attributed to its well-known brand image, comfortable and trendy designs, and effective use of TikTok's marketing features. Another notable brand, EVELLYHOOTD US, had a GMV of $234,100 with a -17.22% QoQ change. They sold 7,519 units and had a relatively small number of products listed 10, with 7 of them being sold. Despite the decline in GMV QoQ, the brand still managed to maintain a significant presence on the platform. DREAM PAIRS also performed well, with a GMV of $183,800 and a 16.73% QoQ growth. They sold 3,780 units and had a large number of products listed 1032, with 272 of them being sold. These brands' strategies involve leveraging TikTok's video content to showcase their products, collaborating with influencers, and engaging with their target audience to drive sales and build brand awareness.

Conclusion

Overall, the shoes market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed promising trends. The growth in GMV and sold count indicates a healthy market environment for cross-border merchants. To succeed in this market, merchants should focus on creating engaging video content that highlights the unique features of their shoes, collaborate with popular video bloggers to increase brand exposure, and stay updated on the latest fashion and consumer demand trends. Looking ahead, we can expect the shoes market on TikTok to continue to grow, with more innovative products and marketing strategies emerging to capture the attention of the ever-evolving consumer base.