Introduction

The women's underwear market holds a significant place in the global consumer landscape. With the increasing focus on comfort, style, and functionality, consumers are constantly seeking new and innovative products in this category. TikTok, in the US market, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their products in a highly engaging and visual manner, reaching a vast audience of potential customers. This has led to a growing presence of the women's underwear market on TikTok, making it an interesting area to analyze.

Category Market Overview

According to various authoritative sources, the women's underwear market in the US has been experiencing steady growth over the years. The market size has been expanding, driven by factors such as changing fashion trends, increased awareness of personal hygiene, and a growing preference for online shopping. Consumer demand has also been evolving, with a greater emphasis on products that offer both comfort and aesthetic appeal. For instance, there has been a rise in the demand for seamless, wireless bras and breathable panties. Integrating the provided data, we can see that the market on TikTok is also a part of this larger trend, with various products vying for the attention of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the women's underwear category had a Gross Merchandise Volume GMV of $300.96 million. However, it experienced a quarter-on-quarter QoQ decline of 40.63%. The sold count was 153,100, with a QoQ decrease of 43.16%. The average price of the sold items was $19.66, and the sold count ratio was 26.84%.

Looking at the top-selling products, the "CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES" had a sold count of 9,764 and a GMV of $253,200 with a significant QoQ growth of 42.95%. The "New-Plus size girls' bra, comfortable, slimming and anti-sagging" also performed well with a sold count of 9,082 and a GMV of $81,600, showing a remarkable QoQ growth of 73.35%. These products' popularity could be attributed to their unique features that address specific consumer needs, such as providing comfortable support for plus-size women or offering a non-adhesive alternative for nipple coverage.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the women's underwear market on TikTok during this period, "Hsia-Bras" had a GMV of $282,800 with a QoQ decline of 33.43%. It had a sold count of 10,600, with an average price of $26.65 and a sold count ratio of 9.4%. The brand likely owes its success to its reputation for quality products and its ability to target the right audience on TikTok through engaging content.

"SHAPSHE" also had a notable presence with a GMV of $179,300 and a QoQ decline of 24.15%. It had a sold count of 3,913, an average price of $45.83, and a sold count ratio of 5.96%. This brand might have attracted customers with its range of tummy control shapewear products that are in high demand among women looking for body shaping solutions.

Conclusion

Overall, the women's underwear market on TikTok in the US during the analyzed week showed a mixed picture. While some products and brands experienced growth, the category as a whole faced a QoQ decline in GMV and sold count. For cross-border merchants, it is crucial to focus on product features that resonate with the target audience, such as comfort, style, and functionality. They should also invest in creating engaging TikTok content to increase brand visibility. Looking ahead, the market is likely to continue evolving, with trends such as sustainable and inclusive sizing becoming more prominent. Merchants who can adapt to these changing trends and leverage the power of TikTok's platform are likely to succeed in this competitive market.