TikTok has the power to make products go viral overnight.
Take the Stanley cup, for example. Who would’ve thought a simple tumbler could break the internet? Now people camp outside stores at 5 a.m. just to get their hands on one.
The Stanley cup craze is just the beginning of TikTok’s influence on consumer trends (just look at the #TikTokMadeMeBuyIt hashtag). From skin care gadgets to kitchen tools, there’s always something new trending in TikTok feeds. Let’s explore some products that have gained popularity and see what makes them stand out.
What is TikTok Shop?
TikTok made significant changes to its in-app shopping experience by introducing TikTok Shop in 2023. TikTok Shop is an ecommerce solution that lets customers make purchases directly through a marketplace in the app—a valuable tool for retailers. The native shopping experience keeps customers in the app to complete their purchase. Along with the TikTok Shop marketplace, the app launched shoppable videos that highlight featured products as users watch.
Modern skin care brand Dieux shows how small businesses can use TIkTok Shop effectively. On the Shopify Masters podcast, Dieux’s CEO and co-founder, Charlotte Palermino, describes TikTok as “basically free marketing.” One of her top-performing videos explains the logic behind using non-mined aluminum in Dieux’s product packaging. “It’s just a five-minute video about plastic and aluminum, and it’s doing incredibly well because it’s about storytelling,” Charlotte says.
Best TikTok products to sell
- Casual dresses
- Fragrances
- Skin care
- Hair and scalp care
- Makeup
- Beauty tools
- Sunglasses and glasses
- Electronic accessories
- Sweatshirts
- Jeans
- Bodysuits
- Headphones
- Hygiene items
- Jewelry
- Tooth treatments
- Cleaning supplies
- Water bottles
- Handy kitchen gadgets
- Sweets and candy
- Stuffed toys
- Manicure and pedicure tools
- Leggings
More than 200,000 merchants sell on TikTok Shop, according to Modern Retail. Here are some of the top product categories based on TikTok’s Creative Center data:
Casual dresses
Videos promoting dresses typically showcase models wearing the items, demonstrating styling options, or displaying different colors and styles.
Fragrances
Perfumes rank among TikTok’s top-selling categories. Video content often describes scent profiles or creates an engaging atmosphere through striking visuals.
Skin care
Popular skin care products include serums, essences, moisturizers, and sunscreens. Skin care videos range from product demonstrations to skin care routines and honest customer reviews.
Hair and scalp care
The growing scalp care category includes treatments, oils, and brushes. Hair products like shampoo, conditioner, and styling items also sell well. Videos often feature styling tutorials or results photos.
Makeup
Lipstick, lip gloss, foundation, and concealer lead this high-performing category. Retailers and content creators use makeup tutorials, demonstration videos, and product reviews to connect with customers.
Beauty tools
Beauty tools are another top-selling category. Products include makeup brushes, lash extension kits, ice rollers, and nail art kits. Product demonstrations help customers understand how to use these items effectively.
Sunglasses and glasses
Glasses and frames rank among the top-selling fashion accessories on TikTok. Video content shows models wearing the frames or highlights unique design features.
Electronic accessories
TikTok drives discovery of phone cases, screen protectors, and headphone cases. These accessories remain affordable—in March 2024, the average transaction was $12.60.
Sweatshirts
Men’s and women’s sweatshirts are top performers. Video content showcases production processes or provides styling tips for outfits.
Jeans
Jeans remain both a wardrobe staple and TikTok bestseller. Videos highlight unique product features or demonstrate styling options. Women’s trousers also rank among fashion category leaders.
Bodysuits
Videos showing the flattering effects of shapewear and bodysuits drive strong sales in this popular product category.
Headphones
This category spans earbuds, over-the-ear headphones, and bone-conducting headphones. Tutorials and user testimonials work well for marketing these products.
Hygiene items
Soap, body wash, and deodorant lead TikTok sales in personal care. Different products need different content approaches—production videos work for decorative soaps, while deodorants benefit from testimonials highlighting specific benefits.
Jewelry
Necklaces and rings drive this category’s success. Marketing videos feature detailed product shots or style inspiration through outfit combinations.
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Tooth treatments
Teeth whitening products, from serums to LED whitening systems, perform well on TikTok Shop. Before and after photos demonstrate product results in promotional videos.
Cleaning supplies
#Cleantok videos showing dramatic cleaning transformations of carpets, car seats, and tiles, have built a strong following These videos help sell cleaning solutions and tools like upholstery cleaners. The Bissell Little Green Machine is one such upholstery cleaner that gained viral popularity through the platform.
Water bottles
Stanley cups exemplify TikTok’s influence on consumer trends. Customer testimonials fueled the product’s success within the top-selling water bottle category.
Handy kitchen gadgets
Kitchen hack communities boost sales of cooking tools. Sharing a product like a mini waffle maker or automatic rice washer catches users’ attention and converts to sales.
Sweets and candy
Eye-catching treats perform well on TikTok. Giant gummy bears, international snacks, and ASMR candy unwrapping videos drive impulse purchases. TikTok users love discovering new, playful treats, especially ones with nostalgic or novel appeal.
Stuffed toys
Stuffed toys are trending on TikTok, with plushies becoming must-have items. From oversized plush animals to customizable, mood-based stuffed toys, these cuddly companions resonate with users. Share unboxing videos, room décor ideas, and creative skits.
Manicure and pedicure tools
Manicure and pedicure products are popular on TikTok, with nail art enthusiasts showcasing DIY gel kits, chrome powders, and press-on nails. Users follow tutorials that transform basic nail care into creative masterpieces, using tools like nail stamping kits or electric files to achieve salon-quality results at home.
Leggings
Leggings are a major TikTok trend, with the Seasum yoga pants—known as “TikTok leggings”—leading the category. These leggings gained popularity through their flattering design that enhances curves, sparking countless try-on videos and glowing reviews.
How to choose the right TikTok products to sell
TikTok is fast-paced and trend-driven—what’s popular today could be old news tomorrow. To stand out and make sales, select products that connect with your audience and align with market trends. Here’s how to choose the best products for your TikTok shop.
Understand your target audience
Take time to understand your target audience’s needs, interests, and pain points. Are you reaching Gen Z with trendy fashion items or millennials seeking home organization hacks? Knowing your audience helps you choose products that both attract attention and solve real problems.
Study the content your potential customers engage with on TikTok. Look at which influencers they follow and which hashtags they use to identify appealing products.
Analyze market trends
Products that tap into TikTok trends—from challenges to seasonal themes—have a higher chance of making money on TikTok. Monitor TikTok’s For You page, search popular hashtags, explore video ideas, and follow product review accounts.
Choose trends that match your brand and audience. Following trends without considering relevance could hurt your business.
Evaluate product demand
Research whether your potential products have buying interest. Use Google Trends or keyword research to gauge interest beyond TikTok.
Study competitors on Amazon, Etsy, or even TikTok itself to understand pricing and performance. This can give you an idea of market saturation and differentiation opportunities.
Leverage TikTok insights and analytics
TikTok’s analytics tool provides data about your content and audience. Track which content drives engagement, when your audience is active, and who views your content.
Use these insights to guide product choices. If your analytics show that young women interested in beauty content follow you, consider beauty tools or accessories. High engagement on specific products indicates buying interest.
TikTok products FAQ
How do I find popular TikTok products?
The TikTok creator portal provides data about in-app sales. Search the portal for information about successful products, bestsellers, and customer spending patterns.
How do I set up a TikTok shop?
Create a TikTok business account, then apply to join TikTok’s Seller Center by providing business information and registration details. Once approved, you can list products, customize your shop, and sell through videos and livestreams.
Is it safe to buy products from TikTok?
Yes. You can protect yourself from scams by researching sellers before purchasing on TikTok Shop, which hosts third-party retailers. While TikTok removes sellers who violate terms of service, some problematic sellers may go undetected for a short period.
What are the rules for selling on TikTok?
Follow TikTok’s community guidelines and policies to keep your shop in good standing. Avoid prohibited items like counterfeits or adult content. Maintain transparent business practices with accurate product descriptions and fair pricing.
Can you market products on TikTok?
TikTok serves as a key marketing platform for retailers. Brands promote products through original videos that demonstrate items in use or explain their benefits.
