Introduction

In the global consumer landscape, the Swimwear, Surfwear & Wetsuits market holds significant importance. With the increasing popularity of beach vacations, water sports, and a focus on fitness and outdoor activities, the demand for these products has been on the rise. TikTok, being a leading social media platform in the US, offers unique advantages for promoting and selling such items. Its vast user base, engaging video content format, and powerful algorithm enable brands and merchants to reach a wide audience and showcase their products in an appealing way.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Swimwear, Surfwear & Wetsuits market in the US has shown interesting trends. The market size has been growing steadily, driven by factors such as changing consumer lifestyles and a growing interest in water-related activities. Consumer demand has also been evolving, with a greater emphasis on stylish designs, comfort, and functionality. For instance, there is an increasing preference for swimwear with tummy control features, adjustable straps, and unique prints. This shift in demand is reflected in the product offerings available in the market.

Sales Situation of the Specific Category

Analyzing the sales performance of Swimwear, Surfwear & Wetsuits on TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, we can observe several key points. The total GMV Gross Merchandise Volume for this category was $303,200. However, it experienced a significant quarter-on-quarter QoQ decline of 39.02%. The sold count was 16,500, with a QoQ decrease of 40.94%. Among the top-selling products, the "Blooming Jelly Women High Waisted Bikini Sets Tummy Control Swimsuits Color Block Two Piece Drawstring Bathing Suit" stood out, with a sold count of 1,493 and a GMV of $49,300, showing a remarkable 99% QoQ growth. Another popular item was the "136 - Reveal Swim Shorts" with 1,115 units sold and a GMV of $14,400, achieving a 16.46% QoQ growth. The popularity of these products can be attributed to their appealing designs, functionality, and effective marketing on TikTok. For example, the high-waisted bikini set offers tummy control, which is a sought-after feature, while the swim shorts likely appeal to those looking for comfortable and stylish beachwear.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands or stores in the Swimwear, Surfwear & Wetsuits market on TikTok in the US during the specified week, we have some notable examples. CUPSHE SHOP had a GMV of $48,400 with a QoQ decline of 34.29% and a sold count of 1,338. They offer a variety of swimwear options, including the popular "CUPSHE Women's Black Underwire Tummy Control One Piece Swimsuit Casual Beachwear Deep V Neck High Bust Support Swimwear" which contributed to their sales. Blooming Jelly US achieved a GMV of $42,000 with a QoQ decline of 10.59% and a sold count of 1,286. Their "Blooming Jelly Women High Waisted Bikini Sets Tummy Control Swimsuits Color Block Two Piece Drawstring Bathing Suit" was a top seller, highlighting the success of their product design and marketing strategies. Skyline Swim Fashion had a GMV of $22,100 with a QoQ decline of 45.13% and a sold count of 2,744. They likely target a broader customer base with their range of swimwear products. Hannanikole US showed an interesting performance with a GMV of $18,900 and a significant 73.27% QoQ growth, along with a sold count of 496. Their success could be due to effective marketing campaigns or unique product offerings.

Conclusion

Overall, the Swimwear, Surfwear & Wetsuits market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 presented a mixed picture. While there were some top-performing products and brands that achieved growth, the category as a whole faced a QoQ decline in GMV and sold count. For cross-border merchants looking to enter or expand in this market, it is crucial to focus on product features that are in demand, such as comfort and style. They should also invest in effective marketing strategies on TikTok, leveraging the platform's video capabilities to showcase their products. Looking ahead, with the continued popularity of beach and water activities, the market is likely to recover and grow, provided merchants can adapt to changing consumer preferences and stay competitive in the digital marketplace.