Beauty and personal care generated $110.7 billion in TikTok Shop GMV globally in 2025, growing 85.4% year-over-year and accounting for the single largest category on the platform. Womenswear followed at $69.2 billion (85.8% growth), and mobile and electronics rounded out the top three at $39.6 billion (107.7% growth).
Those numbers come from TikTok Shop’s 2025 annual category data, compiled by TT123 and Kalodata. They show a platform where three categories — beauty, womenswear, and electronics — contribute 58.5% of the top-10 category GMV and 35.2% of total global GMV. But the growth rates tell a different story: the fastest-growing categories are not the biggest ones.
I watched a seller named Nadia pivot her TikTok Shop from generic electronics accessories into home and living products in January 2025. Her electronics store was doing $12,000 monthly GMV in a crowded category with thin margins. Her home and living store hit $34,000 monthly GMV by August — not because home products are bigger than electronics, but because the home category was growing at 131.6% year-over-year while electronics was growing at 107.7%. She was not riding the biggest wave. She was riding the fastest-accelerating one.
Key Takeaways
– Beauty and personal care is the largest category at $110.7B GMV (85.4% YoY growth), followed by womenswear at $69.2B (85.8%) and electronics at $39.6B (107.7%)
– The fastest-growing categories are fashion accessories at 147% YoY growth, home and living at 131.6%, and sports and outdoor at 117.6% — not the largest categories
– In the US market, beauty accounts for 22.5% of tracked GMV, womenswear 12.6%, menswear 8.1%, and food and beverages 6.9%
– Commission rates range from 5-25% depending on category, with beauty and fashion typically commanding 15-25% and electronics 5-10%
– Products priced between $15 and $35 represent the conversion sweet spot, with the $20-$50 range accounting for 58% of all transactions
The Top 10 Categories by Global GMV
The global category breakdown reveals a platform where content-friendly products dominate. Products that can be demonstrated visually, shown in use, and told as a story outperform products that need to be explained. DAMI’s store data analytics surface which content-friendly products are driving the most GMV in your stores.
| Category | 2024 GMV ($B) | 2025 GMV ($B) | YoY Growth |
|---|---|---|---|
| Beauty & Personal Care | $59.7B | $110.7B | 85.4% |
| Womenswear & Underwear | $37.3B | $69.2B | 85.8% |
| Mobile & Electronics | $19.1B | $39.6B | 107.7% |
| Home & Living | $12.7B | $29.4B | 131.6% |
| Food & Beverage | $14.0B | $27.1B | 94.1% |
| Sports & Outdoor | $12.2B | $26.5B | 117.6% |
| Health Supplements | $10.1B | $20.6B | 103.9% |
| Menswear & Underwear | $10.3B | $19.6B | 90.9% |
| Muslim Fashion | $8.4B | $16.5B | 95.7% |
| Fashion Accessories | $6.5B | $16.2B | 147.0% |
The pattern: beauty and fashion together account for roughly 46% of tracked category GMV. But every category in the top 10 grew at least 85% year-over-year. The platform is not consolidating around one category — it is broadening. Growth is spreading from beauty and fashion into home, food, sports, and health supplements. DAMI’s competitor and competitor-store creator mining helps sellers identify which creators are driving this category broadening — the data that tells you which creators to recruit before your competitors do.
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The Fastest-Growing Categories: Where the Acceleration Is
The biggest categories are not always the best opportunity. The growth rate tells you where demand is accelerating fastest — and that information changes strategy.
Fashion accessories at 147% growth. The fastest-growing category on the platform. Jewelry, bags, belts, sunglasses — small, visual, impulse-buyable products that perform well in short video and live formats. DAMI’s store data analytics surface which products in this category are converting best across your stores. Home and living at 131.6% growth. Wall art, throw pillows, lighting, organization products. TikTok’s visual storytelling creates urgency — you see how something looks in a room, you want it immediately. DAMI’s competitor mining helps identify which creators are driving this home category growth. Sports and outdoor at 117.6% growth. Fitness equipment, camping gear, activewear. The category benefits from demonstration videos. DAMI’s sample management tracks which creators received product samples in this category. Mobile and electronics at 107.7% growth. Phone accessories, smart home devices, portable chargers. Electronics conversion rates run higher than traditional e-commerce because creators can demonstrate real-time functionality. DAMI’s targeted plan management helps structure commission rates for this lower-margin category.US Market: Category Share by GMV
The global numbers are dominated by Southeast Asia. The US market shows a different category mix, and sellers targeting the US should read these numbers separately.
| Category (US) | 2025 GMV ($M) | Share of US Tracked GMV | Notes |
|---|---|---|---|
| Beauty & Personal Care | $2,490M | 22.5% | Skincare outperforms makeup — before/after results show better in video |
| Womenswear & Underwear | $1,390M | 12.6% | Try-on hauls and styling videos drive conversions |
| Menswear & Underwear | $890M | 8.1% | Underserved category — fewer creators means less competition |
| Food & Beverages | $760M | 6.9% | Snack and beverage hauls drive impulse purchases |
| Home Supplies | $458M | 4.1% | Organization and decor products — visual storytelling creates urgency |
| Shoes | $400M | 3.6% | Sneaker and casual shoe drops drive the category |
| All Other Categories | $4,671M | 42.2% | Long tail of emerging categories including pet products (47% YoY growth) |
The US data comes from AfterShip’s Charm.io-derived TikTok Shop GMV table for 2025. The total tracked GMV of $11.06 billion is lower than eMarketer’s full-market estimate of $15.82 billion — the gap represents uncategorized and long-tail SKUs.
The key US takeaway: beauty plus the three fashion sub-categories combine for roughly 46% of GMV, the same ratio as the global market. But the US shows a larger “all other” category at 42.2%, suggesting more category diversification. DAMI’s multi-store analytics dashboard shows this category diversification across US and SEA stores side by side.
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Commission Rates by Category
Commission rates vary significantly by category, and understanding the range is critical for setting creator offers that attract without destroying margin. DAMI’s targeted plan management helps sellers structure commission rates by category alongside their outreach campaigns — the workflow that ensures commission economics are profitable before outreach begins.
Beauty and personal care typically command 15-25% commission rates, with some beauty sub-categories reaching 25% on TikTok Shop’s elevated commission caps introduced in 2025. The high commission reflects the high margin and the visual demonstrability of beauty products. DAMI’s AI-managed sequences help sellers reach beauty creators at the scale required to fill this high-commission pipeline.
Fashion categories run 10-20% commission. Womenswear and fashion accessories sit at the higher end because the products are visual and impulse-buyable. DAMI’s store data analytics surface which fashion sub-categories are converting best in your stores.
Electronics and mobile accessories run 5-10% commission. The margin structure does not support higher rates, and creators in this category often negotiate flat fees. DAMI’s targeted plan management helps structure commission rates that balance margin and creator attraction.
Food and beverage commissions run 8-15%. The category is growing fast at 94.1% YoY, but the low order value means creators need volume. DAMI’s batch invitation lets sellers reach enough food and beverage creators to drive that volume.
Home and living commissions run 10-18%. The category’s 131.6% growth rate is attracting more creators. DAMI’s competitor mining helps identify which home category creators are already driving GMV.
Health supplements run 10-20%. The 103.9% growth rate and the 2.2x conversion advantage over DTC sites make this category attractive. DAMI’s sample management tracks which supplement creators received samples and whether they posted content.
Geographic Category Differences: US vs Southeast Asia
The same category performs differently in different markets, and sellers running multi-region stores need to adjust their category strategy by market. DAMI’s multi-store collaboration lets you manage different category strategies across markets from one shared creator pool.
Beauty in Southeast Asia. Beauty and personal care accounts for approximately 58% of tracked GMV in SEA TikTok Shop, compared to 22.5% in the US. The category is structurally larger in SEA because skincare and beauty routines are culturally embedded, and the live commerce format (which is dominant in SEA) is particularly effective for beauty demonstrations. DAMI’s AI multilingual outreach scripts help sellers recruit beauty creators natively in Thai, Vietnamese, Indonesian, and Malay. Fashion in the US. Fashion categories (womenswear, menswear, shoes) combine for roughly 24.3% of US GMV, compared to a lower share in SEA. Try-on hauls and styling videos are the dominant format in the US. DAMI’s store data analytics surface which fashion sub-categories are converting best by market. Muslim fashion in Southeast Asia. Muslim fashion generated $16.5 billion globally in 2025 (95.7% growth), and this category is almost entirely a Southeast Asian phenomenon — driven by Indonesia and Malaysia. DAMI’s multi-store collaboration lets sellers manage Muslim fashion outreach across both markets from one shared creator pool. Food and beverage. F&B runs 6.9% of US GMV but a higher share in SEA, where live food demonstrations and local snack hauls are a dominant content format. DAMI’s sample management tracks which food creators received samples and whether they posted content.For sellers running multi-store analytics dashboards, category performance by market is the data point that most often surprises. A beauty brand doing 22% of its volume in beauty in the US may find beauty is 55% of its SEA volume — same brand, different market, different category mix. DAMI’s store data analytics surface this cross-market category difference in one view, which is how multi-market sellers identify which categories to push in which markets.
DAMI’s store data analytics surface category-level performance across multiple stores in one view, which is how multi-market sellers identify which categories to push in which markets. A seller who sees beauty converting at 8.2% in their Indonesia store and 4.1% in their US store can reallocate creator outreach budget accordingly — but only if the DAMI dashboard shows both stores side by side.
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The Price Point Sweet Spot
Category is half the equation. Price point is the other half, and the data is clear: products priced between $15 and $35 represent the conversion sweet spot on TikTok Shop.
The $20-$50 range accounts for 58% of all transactions on the platform. Products below $15 struggle because the commission earned per sale is too low to attract quality creators. Products above $50 face higher conversion friction — the impulse purchase threshold drops and buyers need more consideration before checking out.
Within the sweet spot, beauty products priced $15-$35 see conversion rates as high as 8.2% in live sessions. Fashion accessories priced $20-$40 see live conversion rates of 6-9%. Home products priced $15-$30 see conversion rates of 5-7%.
The implication for category strategy: a beauty brand selling a $75 serum will convert at a lower rate than the same brand selling a $28 serum. The category is right, but the price point is outside the impulse zone. Many successful TikTok Shop brands solve this by creating entry-level SKUs at the $15-$35 price point specifically for the platform, then upselling to higher-priced products post-purchase. DAMI’s store data analytics surface this price-point conversion difference by product, so sellers can identify which SKUs are in the sweet spot and which need repricing.
How to Use Category Data for Your Strategy
If you are entering TikTok Shop for the first time: Start with beauty, fashion, or home — the three categories with the highest combination of GMV volume and growth rate. Beauty has the highest conversion rates but the most competition. Home has the highest growth rate and less competition. DAMI’s competitor and competitor-store creator mining shows you which creators are already selling in these categories — the data that tells you who to recruit first. If you are expanding from one category to another: Look at the growth rate, not just the GMV. Fashion accessories growing at 147% may offer more opportunity than electronics growing at 107.7%, even though electronics is a larger category. DAMI’s store data analytics surface category-level growth rates across your stores, so you can spot which category is accelerating fastest. If you are expanding geographically: Check category fit by market. Muslim fashion is a top-10 category globally but only exists in SEA. Beauty is 58% of SEA GMV but 22.5% of US GMV. The same category strategy will not work in both markets. DAMI’s multi-store collaboration lets you manage different category strategies across markets from one shared creator pool. If you are setting commission rates: Research the category standard before setting your offer. A 10% commission on beauty products is below market and will attract fewer creators. A 25% commission on electronics is above market and will destroy your margin. Match the category standard, then differentiate on product quality and creator support. DAMI’s targeted plan management helps sellers structure commission rates by category alongside their outreach campaigns.A seller I worked with named Siti ran a skincare brand on TikTok Shop Indonesia. She was paying 12% commission — slightly below the 15-16% Indonesian beauty market rate. Her reply rate from creator outreach was 6%. When she raised commission to 16% and added a sample program, her reply rate jumped to 14%. The category data told her the market rate; the market rate told her what creators expected. DAMI surfaces this kind of category-level commission benchmark through its store data analytics, which is why sellers who use DAMI for data-driven commission setting consistently outperform sellers who guess.
Category Seasonality: When Each Category Peaks
Category growth rates are annual averages. Within the year, every category has a peak season that can drive 3-5x the monthly GMV of its slowest month. DAMI’s store data analytics surface these seasonal patterns, helping sellers time their creator outreach to category peaks.
Beauty peaks in Q4. Skincare, makeup, and personal care surge during the holiday shopping season (October-December) as consumers buy gifts and prepare for year-end events. Beauty brands that start creator outreach in August — giving creators time to receive samples, test products, and post content before October — capture the peak. Brands that start in November miss it. Fashion peaks in Q1 and Q3. Womenswear and fashion accessories surge during the Lunar New Year period (January-February, primarily in SEA markets) and again during the back-to-school season (August-September). Fashion accessory growth at 147% means the peak windows are even more concentrated — the category is small but accelerating fast. Home and living peaks in Q2 and Q4. Spring cleaning drives home organization product sales in March-May. Holiday decor and gifting drive a second peak in November-December. The category’s 131.6% growth rate means both peaks are getting taller each year. Food and beverage peaks in Q4. Snack hauls and holiday gifting drive F&B’s strongest quarter. The category’s 94.1% growth rate is concentrated in the Q4 window — brands that miss the October creator outreach window miss the majority of the year’s opportunity. Electronics peaks in Q4. Black Friday, Cyber Monday, and holiday gifting drive electronics’ strongest sales period. The category’s 107.7% growth rate means Q4 is when the growth is most visible.The operational implication: plan creator outreach 8-10 weeks before your category’s peak season. DAMI’s sample management tracks the full lifecycle — outreach to sample to content posting — so you can work backward from the peak and ensure your creators have content live before the window opens. DAMI’s AI-managed sequences automate the follow-up touches that keep creators on track during the pre-peak buildup.
The 2026 Category Outlook
The 2025 data shows category growth spreading beyond beauty and fashion into home, food, sports, and health. That broadening will continue in 2026.
Pet products grew 47% year-over-year in 2025 and are not yet in the top 10 — expect them to enter the list in 2026. Home and living at 131.6% growth will likely surpass food and beverage in total GMV. Fashion accessories at 147% growth may surpass menswear.
The categories that will struggle are those with low visual demonstrability — products that need to be explained rather than shown. The platform’s algorithm rewards content that hooks viewers in three seconds and drives a purchase in under two minutes. Products that cannot demonstrate value in that window will underperform regardless of category size.
For sellers, the 2026 message: the category you choose matters less than how well that category’s products perform in video and live formats. Beauty leads because skincare routines are visual. Fashion accessories are growing fastest because a 15-second video of a necklace is enough to drive a purchase. Pick a category where your product can tell a story in three seconds, and the top selling categories data will work in your favor. DAMI’s 8M+ creator database covers creators across all these categories, and the platform’s AI multilingual outreach scripts let you reach them natively — which is how category-leading sellers recruit the best creators before their competitors do.
FAQ
What are the top selling categories on TikTok Shop in 2025?The top three categories by global GMV are beauty and personal care ($110.7B, 85.4% growth), womenswear and underwear ($69.2B, 85.8% growth), and mobile and electronics ($39.6B, 107.7% growth). Together, these three categories account for 58.5% of the top-10 category GMV and 35.2% of total global GMV.
What is the fastest-growing category on TikTok Shop?Fashion accessories grew 147% year-over-year in 2025, the fastest growth rate of any top-10 category. Home and living grew 131.6%, and sports and outdoor grew 117.6%. These categories are growing faster than the largest categories, which means the opportunity for new sellers may be greater in these segments.
What commission rate should I set for TikTok Shop creators?Commission rates vary by category. Beauty and personal care typically commands 15-25% commission. Fashion categories run 10-20%. Electronics run 5-10%. Food and beverage runs 8-15%. Home and living runs 10-18%. Health supplements run 10-20%. Match the category standard for your market — setting commission below the market rate will attract fewer creators, while setting it above market will destroy your margin.
Which TikTok Shop category is best for new sellers?Home and living is an attractive entry category: 131.6% growth rate, less competition than beauty, and visual products that demonstrate well in video. Beauty has the highest conversion rates but the most competition. Fashion accessories have the highest growth rate but lower AOV. The best category is one where your product tells a visual story in under three seconds.
