Black Friday Best Sellers: TikTok Shop Hits $500M GMV in November

Dec 7, 2023

Black Friday and Cyber Monday in 2023 have come to a close, and all eyes were on the sensational debut of TikTok Shop in the United States. From October 27th to November 27th, TikTok Shop orchestrated a month-long promotional campaign featuring events such as the Pre-Order Deals, Category Sales, and the official Black Friday Sales and Cyber Monday Sales.

Official data show that during the entire campaign, the overall Gross Merchandise Value (GMV) of TikTok Shop cross-border e-commerce in the U.S. region increased by more than 215% over the prior month, and the GMV of the day of Black Friday realized a 4-fold increase month-over-month. Specifically, the payment SKU unit volume growth reached 1,212%, the PV of the products on livestream increased by more than 190%, and the PV of the products in short videos increased by more than 160%.

According to a third-party data analytics platform, TikTok Shop's U.S. GMV grew from $210 million to $480 million in November, an increase of more than 200%.

The first week of the TikTok Shop promotional spree (Nov. 15 to Nov. 23) contributed about 20% of the month's GMV, while the crucial four days of Black Friday and Cyber Monday (Nov. 24 to Nov. 27) contributed 46% of the month's GMV, playing a decisive role in GMV growth for the entire month of November.

Looking at the development of TikTok Shop U.S. this year, its monthly GMV has grown from less than $100,000 at the starting stage in March to nearly $500 million in November, with the cumulative total GMV reaching $993 million in more than nine months. Apparently, given this trend, TikTok Shop US will easily reach the $1 billion level of annual GMV by the end of this year.

To understand the secrets behind this phenomenal achievement, we're thrilled to share a detailed list of TikTok Shop U.S. sales for November, covering Top-selling categories, platform-wide shop sales rankings, as well as top-selling shop rankings within five categories.

Top-Selling Categories

During Black Friday and Cyber Monday in November, the top five categories in terms of sales were Beauty & Personal Care, Women's Clothing, Cell Phones & Electronics, Sports & Outdoors, and Health.

Overall, monthly sales in the Beauty & Personal Care category increased from $41.5 million last month to $95 million, a growth rate of nearly 130%; monthly sales in the Sports & Outdoors category increased from $8 million to $25 million, a growth rate of 212%; the monthly sales growth rate in the Home Appliances category was as high as 400%; and the Health category also showed a high growth rate of 233%.

It can be seen that the category most affected by the Black Friday promotion is Household Appliances, whose GMV during Black Friday accounted for nearly 65% of the category's GMV for the month, followed closely by categories such as Health, Collectibles, Food & Beverage, Computers and Office Supplies, and Kitchen Supplies, which also accounted for more than 50% of the month's GMV during Black Friday.

Shop Sales Rankings

During Black Friday, several newly emerged small businesses performed well on TikTok Shop, such as Tarte Cosmetics in the Beauty & Personal Care category, and RYSE Supplements in the Health category, surged to second and third place in the overall shop sales rankings. The top-selling shop was The Beachwaver in the Beauty & Personal Care category, while Sweet Furniture in the Furniture category got fourth place, and Halara US in the Sports & Outdoors category got fifth place.

Top-Selling Shop Rankings within Five Categories

In the largest category, Beauty & Personal Care, the best selling shop The Beachwaver had sales of more than $10 million in November.

In the second largest category, Women's Clothing, the top 3 selling shops in November were O QQ, Cider, and Freckled Poppy.

In the third largest category, Cell Phones & Electronics, the top 3 selling shops in November were Wyze, Newegg, Inc, AnkerUS. Another brand under Anker Innovations called eufy US was ranked fifth.

The fourth largest category, Sports & Outdoors, had Halara US in first place, with two shops under DeerRun in both second and third place.

In the fifth largest category, Health, the number one spot went to RYSE Supplements, with monthly sales of $7 million to $8 million.

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