To provide the latest data for September readers, this article looks at how historical sales data ended up in July 2025. It should be updated monthly.
TikTok Shop closed July with a clear pattern that rewards everyday utility and fast content loops. Fashion basics and beauty staples anchored demand while wellness kept strong baskets despite a softer overall month. Practical accessories around the home and desk continued to convert with simple, repeatable demonstrations. Live selling remained vital for collectibles and routine driven wellness kits, keeping engagement high even as some seasonal groups cooled.
This report translates the July dataset into a playbook for brands and creators. You will find a parent view that sizes the landscape by relative weight and momentum. Then we spotlight the largest category families, the fastest growers with real scale, and the leaders on revenue per shop.
We follow with low concentration areas that welcome new entrants and the categories that cooled. We close with specific creative plays and launch kits for August and early fall.
The tables share indexed values rather than currency so the latest month remains premium in the app. Each table caps at five rows to keep focus on the biggest or most actionable movers.
Parent category snapshot for July
Beauty and personal care, fashion, and wellness remained the backbone of July. Beauty carried repeat driven routines. Fashion showed early fall preparation through tops, denim, and light layers. Wellness kept strong carts through daily stack kits and clear habit framing from creators.
Sports and leisure cooled with seasonal timing while home related essentials held steady through practical before and after content.
Here is the indexed view of the five largest parent groups in July. Size index sets the leader at one hundred. Trend band reflects weighted movement across child categories.
| Parent category | Size index | Trend band | Seller base |
|---|---|---|---|
| Other | 100 | Down strongly | Large |
| Fashion | 42 | Down strongly | Large |
| Personal Care | 28 | Down strongly | Upper mid |
| Health and Wellness | 20 | Down strongly | Small |
| Sports and Leisure | 14 | Down strongly | Mid |
The weighted declines reflect a mixed month rather than structural weakness. Creator energy tilted toward early fall basics and budget friendly staples. Higher ticket items required more reassurance to close and often waited for live events or bundles to lift perceived value. The takeaway is to keep your July content simple, useful, and fast to film while you prime audiences for August resets.
The largest categories by size
The top categories by relative size underline how TikTok Shop works best when the product is easy to show and easy to repurchase. Beauty and personal care is the store within the store, riding routines that creators can demonstrate in seconds. Fashion basics such as tops and underwear provide constant discovery and low friction sizing guidance. Wellness lines convert when the routine is straightforward and the benefits are visual or trackable.
Five largest categories in July by size index
| Category | Parent | Size index | Trend band | Seller base |
|---|---|---|---|---|
| Beauty and Personal Care | Personal Care | 100 | Down strongly | Large |
| Womenswear and Underwear | Fashion | 58 | Down strongly | Large |
| Health | Health and Wellness | 41 | Down strongly | Large |
| Nutrition and Wellness | Health and Wellness | 40 | Down strongly | Large |
| Sports and Outdoor | Sports and Leisure | 37 | Down strongly | Large |
Even with a down month, these families maintain the broadest funnels and strongest creator coverage. The mix favors mid ticket items that benefit from short swatch sequences, quick try ons, or routine explainer clips. That format resilience is why these groups sit at the top even when headwinds appear elsewhere.
Fast movers with real scale
Growth alone can mislead if it comes from a tiny base. We filtered for categories with meaningful size and then ranked by momentum. The winners blend wardrobe staples, event driven accessories, and light grooming hardware. Each benefits from straightforward filming and clear outcome framing.
Five fastest movers with real scale in July
| Category | Parent | Scale index | Trend band | Seller base |
|---|---|---|---|---|
| Womens Knitwear | Fashion | 48 | Up strongly | Mid |
| Electric Shavers | Other | 36 | Up strongly | Lower mid |
| Festive and Party Supplies | Other | 61 | Up strongly | Large |
| Hoodies and Sweatshirts | Other | 100 | Up strongly | Large |
| Mens Jeans | Other | 47 | Up strongly | Lower mid |
Early fall wardrobes started forming before August. Knit layers and hoodies climbed as creators pushed capsule outfits for cooler rooms and office air conditioning. Event supplies rose with graduation and late summer parties that call for fast delivery and bundle logic. Electric shavers fit neatly into morning routine content and travel prep clips, which perform well during return from holiday season.
Leaders on revenue per shop
High revenue per shop signals pricing power, strong bundles, or high repeat. Wellness dominates this leaderboard because complete stacks encourage larger baskets and habit driven replenishment. Collectibles and fragrance also appear due to passionate communities and premium positioning.
Five leaders on revenue per shop indexed to the top performer
| Category | Parent | RPS index | Seller base |
|---|---|---|---|
| Nutrition and Wellness | Health and Wellness | 100 | Large |
| Vitamins, Minerals and Wellness Supplements | Health and Wellness | 95 | Large |
| Health | Health and Wellness | 89 | Large |
| Sports Trading Cards | Sports and Leisure | 79 | Upper mid |
| Fragrance | Other | 78 | Large |
Creators who educate patiently and show weekly progress build trust in these categories. The best clips link a two or three item stack to a simple daily cadence. That pairing of instruction and accountability raises conversion and defends against discount driven churn.
Where concentration is low and new entrants can win
Lower concentration means more room for a fresh label with strong creative. These categories combine meaningful size with a wide seller base. Success tends to come from consistency, simple fit guidance, and daily utility hooks.
Five large categories with low concentration
| Category | Parent | Market openness | Seller base |
|---|---|---|---|
| Phones and Electronics | Electronics and Technology | Very open | Large |
| Fashion Accessories | Fashion | Very open | Large |
| T shirts | Other | Very open | Large |
| Womenswear and Underwear | Fashion | Very open | Large |
| Home Decor | Other | Very open | Large |
Phones and electronics accessories benefit from quick installation clips and three use cases per video. Fashion accessories reward color variety and bundle building. T shirts and underwear convert when creators nail size clarity and offer two or three fit comparisons in a single cut. Home decor thrives on before and after shots, tidy storage grids, and weekend refresh themes.
What cooled and how to respond
Several seasonal or confidence sensitive categories moved lower. The pattern points to inventory timing and a pivot to early fall basics, not structural demand loss. You can still win in these areas by shifting the narrative to care, longevity, and off season value.
Five underperformers among larger categories
| Category | Parent | Scale index | Trend band | Seller base |
|---|---|---|---|---|
| Bars | Other | 42 | Down strongly | Small |
| Camp Kitchen | Other | 37 | Down strongly | Mid |
| Swimwear Surfwear and Wetsuits | Other | 100 | Down strongly | Upper mid |
| Hair Loss Products | Other | 45 | Down strongly | Lower mid |
| Outdoor Furniture | Sports and Leisure | 71 | Down strongly | Mid |
Reframe swim and outdoor into storage, care, and off season upgrade stories. For hair loss, lean into realistic timelines and routine adherence rather than miracle claims. For outdoor furniture, focus on cushion refresh kits and quick fixes ahead of late summer gatherings. Each approach keeps the category visible while you wait for the next seasonal pulse.
Opportunity shortlist for August launch
We combined potential signals with structural friendliness to surface five categories that balance scale with headroom. These areas welcome new creative angles and can support steady weekly growth through simple series formats.
Five attractive bets based on potential and structure
| Category | Parent | Potential index | Seller base |
|---|---|---|---|
| Menswear and Underwear | Fashion | 100 | Large |
| Bedding and Linens | Other | 100 | Large |
| T shirts | Other | 100 | Large |
| Textiles and Soft Furnishings | Other | 100 | Large |
| Non sports Trading Cards | Sports and Leisure | 100 | Large |
T shirts and mens basics offer huge surface area for content and easy bundle ladders. Bedding and textiles pair perfectly with bedroom refresh themes that perform through August. Non sports trading cards play well with weekly live drops and recap clips that build recurring attendance.
How creators shaped the month
Creator playbooks leaned into speed and clarity. Try on rails showed two sizes in one clip to remove fit anxiety. Mascara and eye care used closeup transitions and honest removal to set expectations. Desk and dorm setups highlighted three item kits that solve a complete task. These formats are short, repeatable, and easy to scale across colorways or variants.
Live formats drove urgency for limited drops and set routines for weekly audience return. The best streams kept strict timing and rules, pinned them early, and closed with a two minute recap that seeded the next session. For wellness and grooming, creators who weave check ins and progress tracking into their schedule see stronger comments and higher repeat rates.
Tactical plays for brands
Build a three video arc for each hero product. First clip introduces the problem and shows the quick fix. Second clip compares two variants or sizes. Third clip pairs the hero with one accessory to raise cart value. This sequence keeps your funnel warm and gives the algorithm multiple angles to test.
Anchor your pricing ladder around good, better, best. The good option removes sticker shock. The better option bundles one accessory with a small savings. The best option adds a premium twist that elevates the look or comfort. Call these tiers something memorable and keep the name consistent in captions so viewers learn the ladder over time.
Use creator guides that flatten risk. Apparel needs clean lighting and a three angle turn plus a one wash follow up. Beauty needs a swatch, a wear test, and a removal demo. Accessories and mounts need a tap to install moment and three use cases in under twenty seconds. The more you reduce uncertainty, the lower your returns and the higher your repeat rate.
Tactical plays for creators
Pick one of the five fast movers and film a weekly mini series. Knitwear can run as office cool down looks that layer over basics. Hoodies can run as travel friendly fits that compress into a small pouch. Festive supplies can run as party in a box demos for birthdays and graduations. Each series should have a name and a day of the week to build habit with your audience.
Stack utility with style. A phone mount helps with meal prep and gym tracking while looking clean on a desk. A denim clip can show two washes and a quick hem hack. A bedding refresh can show how two pillowcases and a throw transform a small room. Keep filming friction low so you can batch three clips in one session.
Turn dupe content into a service rather than a dunk. Show the tradeoffs, explain fabric weight or brush head design, and close with who should pick which option. Honest comparisons travel farther and keep followers coming back when your next drop hits.
Launch kits you can copy
Women and men tops and tees
Create three outfit formulas and rotate through colorways. Show a two size comparison on the same person to remove doubt. Add a belt or cap to lift the bundle and give viewers a reason to choose the better tier.
Mascara and eye care pair
Film application in natural light and include an eight hour check in. End with a removal clip that proves comfort. Offer a starter set that pairs the mascara with gentle remover pads to lift cart size.
Phone mounts and desk kits
Demonstrate car, desk, and kitchen in a single cut. Add a cable clip as the better tier. Keep install under five seconds and call out compatibility plainly to prevent returns.
Dorm and bedroom refresh
Lead with pillowcases and a throw that change the vibe without a full overhaul. Offer a two tone choice to widen appeal. Close with a quick tidy routine that invites viewers to stitch or duet.
August outlook and planning notes
Expect continued strength in basics, beauty staples, and practical organizers as back to school and office resets gather speed. Stationery and desk gear should extend their climb as creators post checklists and packing content. Wellness often rebounds as routines normalize after travel and summer schedules. Electronics accessories hold steady thanks to creator workflow upgrades and dorm setups.
Watch for stabilization in fragrance and higher ticket home devices. Growth in these segments often returns first through creator education and warranty confidence rather than heavy discounting. Swim and outdoor leisure will pass through clearance into off season care. Lean on storage, cleaning, and minor upgrades to keep these shoppers engaged.
Method notes for this report
The July figures reflect category level totals for datasets with a July period end. When categories appear multiple times, the values are aggregated at the category and parent level. Growth is month over month. Revenue per shop is total category revenue divided by total active shops in that category for the period. For the latest month we present indexed values and bands to keep premium detail exclusive to subscribers while preserving directional clarity for readers.
Seller base bands convert shop counts into ranges from small to large. Trend bands bucket growth into up strongly, up slightly, flat, down slightly, and down strongly. Market openness classifies top ten shop share into simple tiers so entrants can target fair fights rather than winner takes most arenas. Minor rounding differences can occur when comparing indices and bands across tables.
Key takeaways to act on now
Double down on the formats that match the July winners. Short try ons, clean routine explainers, and before and after kits remain the safest bets. Use good, better, best ladders that raise average order value without pushing viewers away. Tie your offers to weekly habits such as study prep, office refresh, and morning routines so viewers know when to expect each clip.
Pick two categories from the opportunity and low concentration lists and plan a three week sprint. Ship a named series, maintain a consistent day, and test one bundle change per week. Close each week with a live recap that seeds the next drop. This cadence compounds trust and reach even when the broader market feels mixed.
If you want exact July numbers, full top one hundred lists, brand and seller rankings, and exports, they are ready in the app. Prior months remain open to everyone so you can benchmark trends and study the playbooks that worked. Use this article to set direction and then dive into the premium dashboards to pick targets, budgets, and weekly goals.
