Introduction

In the global consumer landscape, the home appliances market holds significant importance. With the continuous improvement of living standards, consumers' demand for various home appliances is constantly increasing. TikTok, as a popular social media platform in the US, has unique advantages in promoting the home appliances market. Its vast user base and engaging video content provide excellent opportunities for brands and merchants to showcase their products and reach a wide range of potential customers.

Category Market Overview

According to the latest information from authoritative websites and media outlets, the home appliances market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as population growth, new household formations, and the replacement of old appliances. Consumer demand for home appliances is also evolving, with a growing preference for smart, energy-efficient, and multi-functional products. For example, smart vacuum cleaners that can be controlled via mobile apps and energy-efficient air purifiers are becoming increasingly popular.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 2 of 2025, the home appliances category showed diverse sales performance. The total GMV for the week was $406.45 million, with a quarter-on-quarter growth rate of 5.14%. The sold count was 112,000, although it had a slight quarter-on-quarter decrease of 1.64%. Looking at the top-selling products, the Sissty Rechargeable Fabric Shaver had a sold count of 6,111, achieving a GMV of $81,200 with a remarkable GMV quarter-on-quarter growth of 150.44%. The Voweek Electric Spin Scrubber also performed well, with 5,094 units sold and a GMV of $119,500, showing a 216.09% GMV quarter-on-quarter increase. These products' popularity can be attributed to their innovative features, such as the fabric shaver's multiple replaceable blades and adjustable speeds, and the spin scrubber's various replaceable brush heads for different cleaning scenarios.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the home appliances market on TikTok in the US during this period, Homeika had a GMV of $454,100 with 5,173 units sold. Their average price was $87.78, and they had a sold count ratio of 11.17%. Voweek, another notable brand, achieved a GMV of $326,100 with 8,877 units sold, and an average price of $36.73. Homeika's success might be due to its focus on product quality and functionality, such as its cordless vacuum cleaner with powerful suction and long runtime. Voweek, on the other hand, could be attracting customers with its diverse range of electric spin scrubbers and holiday bundles.

Conclusion

Overall, the home appliances market on TikTok in the US during week 2 of 2025 presented a mixed picture. While some products and brands showed significant growth, others faced challenges. For cross-border merchants, it is recommended to focus on product innovation, highlighting unique features in their TikTok marketing. They should also consider collaborating with popular video bloggers to increase product exposure. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on smart and sustainable home appliances.