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. In the digital age, TikTok has emerged as a powerful platform, especially in the US, offering unique advantages for promoting eyewear. Its vast user base and engaging video content format allow eyewear brands to showcase their products in creative ways, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the eyewear market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing fashion trends, increased awareness of eye health, and the growing popularity of online shopping. Consumer demand for eyewear has also been evolving, with a greater preference for stylish and versatile designs that can be used for both fashion and practical purposes. For example, blue light blocking glasses have gained significant popularity due to the widespread use of digital devices.

Sales Situation of the Specific Category

On TikTok Shop in the US during Week 02 of 2025, the eyewear category showed diverse sales performance. The total GMV for eyewear was $480,800, with a quarter-on-quarter growth rate of 13.39%. The sold count reached 61,300, showing a 24.43% increase. Among the top-selling products, "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 3,042 and a GMV of $65,300, with a remarkable 47.75% GMV quarter-on-quarter growth. Another popular product, "Back To School Sunglasses for Travel Use, Fashion Fall/Summer 2024 Geometric Frame Double Beam Sun Protection Glasses Trends, Travel Accessories, Fall Outfits, Fall Freshness, Vacation Outfits Fall Outfits 2024" had a sold count of 9,091 and a GMV of $38,300, though with a -11.22% GMV quarter-on-quarter change. The popularity of these products can be attributed to their functionality, trendy designs, and suitability for various occasions, which resonate well with TikTok users.

Brand Case Analysis of the Specific Category

Several brands stood out in the eyewear market on TikTok during this period. For instance, SOLOSE had a GMV of $82,100, with a 27.62% quarter-on-quarter growth. It had a sold count of 5,576 and an average price of $14.72. The brand likely achieved this success through effective marketing strategies on TikTok, perhaps by collaborating with popular video bloggers or creating engaging content that showcased their eyewear in an appealing way. Another brand, JWH GLASSES, had a GMV of $38,500, albeit with a -11.04% quarter-on-quarter decline. It had a high sold count of 9,148 but a relatively low average price of $4.21, suggesting that it may be focusing on volume sales with more budget-friendly products. DAX Eyewear also had a notable presence with a GMV of $31,000 and a -9.8% quarter-on-quarter change, indicating the need for further strategic adjustments to maintain or improve its market position.

Conclusion

Overall, the eyewear market on TikTok in the US during Week 02 of 2025 showed both opportunities and challenges. The growth in sales volume and GMV for some products and brands indicates the potential for cross-border merchants to succeed on this platform. However, the varying performance of different products and brands also highlights the importance of understanding market trends, consumer preferences, and implementing effective marketing strategies. For cross-border merchants, it is recommended to focus on creating trendy and functional eyewear products, collaborating with popular TikTok influencers, and producing engaging video content to showcase their products. Looking ahead, the eyewear market on TikTok is expected to continue evolving, with trends such as increased demand for sustainable and smart eyewear likely to emerge.