Introduction

In the global consumer landscape, the DIY market has been witnessing significant growth and importance. Consumers are increasingly inclined towards creating and customizing products on their own, driven by the desire for unique items and the satisfaction of hands-on creation. TikTok, with its massive user base and engaging content format, has emerged as a powerful platform in the US. It offers a unique opportunity for DIY products to gain exposure, connect with a wide range of audiences, and drive sales through creative and viral marketing strategies.

Category Market Overview

The DIY market in the US has been expanding steadily. According to various authoritative sources, the market size has been on an upward trend, fueled by the growing interest in home improvement, crafting, and personalized gifting. Consumer demand has shifted towards more diverse and innovative DIY products, with a particular focus on items that can be easily completed at home with minimal tools and expertise. This trend is also reflected in the integration of digital platforms like TikTok, where DIY enthusiasts can share their projects, inspire others, and discover new products.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the DIY category showed interesting sales performance. The total GMV Gross Merchandise Volume for the week was $463,300. The GMV had a quarter-on-quarter growth rate of 2.83%. The sold count was 44,600, with a significant quarter-on-quarter increase of 11.7%. Looking at the top-selling products, the "Educational Cute Cartoon Magic Water Drawing Mat, Large Absorbent Watercolor Painting Mats with Accessories Kit, Ideal Birthday Gift, Valentine's Day Gift" sold 871 units, generating a GMV of $12,600 with a GMV qoq growth of 3.77%. Another popular product, "Acrylic Beads Mix16mm-Beading making-Bead Assortmens-DIY" sold 760 units and had a GMV of $15,500 with a 0.61% GMV qoq growth. The popularity of these products can be attributed to their appeal as creative and engaging DIY projects, suitable for various occasions such as gifting or personal use. The growth patterns suggest that consumers are actively seeking out new and interesting DIY items on TikTok.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the DIY market on TikTok during the specified week. For example, "FelizVibes Shop" had a GMV of $17,500 with a 15.59% GMV qoq growth and sold 273 units. Their success might be due to their unique product offerings and effective marketing on the platform. "AKEYDIY Jumping Joy" had a GMV of $16,200, although it experienced a -5.16% GMV qoq decline. They sold 95 units and might need to reevaluate their marketing strategies to boost sales further. "Ritahome shop" had a consistent performance with a GMV of $15,600 and a 0.51% GMV qoq growth, selling 782 units. Their focus on providing a variety of DIY products at reasonable prices could be a contributing factor to their success.

Conclusion

Overall, the DIY 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 with increasing consumer interest. For cross-border merchants, it is advisable to focus on offering unique and innovative DIY products, leveraging TikTok's viral marketing capabilities. They should also pay attention to pricing strategies and engage with video bloggers to increase product visibility. Looking ahead, the DIY market on TikTok is expected to continue growing, with more opportunities for brands to connect with consumers and drive sales through creative content and engaging campaigns.