Introduction

In the global consumer landscape, the Shoe Accessories market has been playing an increasingly important role. With the rising awareness of fashion and comfort among consumers, the demand for various shoe accessories such as insoles, shoelaces, and heel cushions has been on the upswing. TikTok, as a leading social media platform in the U.S., offers unique advantages for promoting and selling Shoe Accessories. Its vast user base and highly engaging content format enable brands and merchants to reach a wide audience and showcase their products in an innovative way.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Shoe Accessories market in the U.S. has witnessed significant growth in recent years. The market size has been expanding steadily, driven by factors such as the growth of the footwear industry and the increasing consumer preference for personalized and functional accessories. Consumer demand has also been evolving, with a greater emphasis on quality, comfort, and style. For instance, there has been a surge in the demand for anti-slip insoles and breathable shoelaces, reflecting the consumers' need for both safety and comfort during daily activities.

Sales Situation of the Specific Category

On TikTok Shop in the U.S. during Week 2 of 2025 2025/01/12 - 2025/01/18, the Shoe Accessories category showed diverse sales performance. The overall GMV Gross Merchandise Volume for Shoe Accessories was $110,600. However, it experienced a 8.9% decline compared to the previous period GMV qoq. The sold count was 15,200, with a 4.1% growth. The average price of sold items was $7.26, and the sold count ratio was 2.98%.

Looking at the top-selling products, the "Bunion Reliever Comfortable and durable Bunion Support for Walking, Running, Hiking Shoes" had a sold count of 1468 and a GMV of $13,200, though it faced a 31.52% decline in GMV qoq. On the other hand, the "Soft Elastic Breathable Shoe Insoles, Sweat Absorbent, Lightweight and Soft Insoles for Comfortable and Non Tiring Feet Footwear Bedroom" had a significant 76.27% growth in GMV, reaching $4576 with a sold count of 416. The popularity of these products can be attributed to various factors. The bunion support product likely appeals to those with foot problems who engage in active lifestyles. The soft insoles, on the other hand, target consumers seeking comfort during long hours of wearing shoes.

Brand Case Analysis of the Specific Category

Several brands stood out in the Shoe Accessories market on TikTok during this period.

BEMYLV Care had a GMV of $13,200 with a sold count of 1468. However, it faced a 31.52% decline in GMV qoq. Their product, the bunion support, might need to focus on marketing strategies to regain growth momentum, perhaps by highlighting its unique features and benefits more effectively through TikTok videos.

Coklean had a GMV of $8722.3 with a sold count of 407. It experienced a 44.24% decline in GMV qoq. Despite this, their product, likely related to shoe cleaning given the brand name, could explore partnerships with popular TikTok bloggers to increase brand awareness and drive sales.

Lace.Links had a GMV of $7162.8 with a sold count of 545 and a 4.26% growth in GMV qoq. Their high-quality flat elastic shoelaces seem to be resonating well with consumers. They could continue to showcase the versatility and comfort of their shoelaces through engaging TikTok content.

BreadLace had a GMV of $7134.9 with a sold count of 849 and a 12.29% growth in GMV qoq. Their success might be due to effective marketing and the appeal of their products, such as their unique bread-shaped elastic shoelaces. They could further expand their customer base by collaborating with more TikTok influencers.

GlowGoodies had a GMV of $4576 with a sold count of 416 and a remarkable 76.27% growth in GMV qoq. Their soft elastic breathable shoe insoles have clearly struck a chord with consumers. To maintain this growth, they could consider launching new product variants and promoting them on TikTok.

Conclusion

Overall, the Shoe Accessories market on TikTok in the U.S. during Week 2 of 2025 presented a mixed picture. While some products and brands experienced significant growth, others faced challenges. For cross-border merchants, it is crucial to closely monitor market trends and consumer preferences. They should focus on highlighting the unique features and benefits of their products through engaging TikTok content. Collaborating with popular TikTok bloggers and influencers can also help increase brand awareness and drive sales. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on comfort, functionality, and sustainability. Merchants who can adapt to these trends and effectively utilize TikTok's platform will be well-positioned to succeed in the Shoe Accessories market.