TikTok Shop Category Explorer — GMV & Playbooks | MomentIQ

Explore what each TikTok Shop category does: GMV, subcategory median vs max, winning formats, playbooks and audiences. Compare three side by side.

By , Founder of MomentIQ — Reviewed

Categories in the benchmark dataset

  • Beauty & Skincare — $214.7M category GMV, +38% QoQ, 115 subcategories across 2,798 analysed posts. Highest ad efficiency of any category when combining seeding with Spark Ads Beauty & Skincare detail
  • Fashion & Apparel — $145.0M category GMV, +42% QoQ, 116 subcategories across 3,197 analysed posts. 60K–600K views per viral cycle — exclusivity strategies prevent competitor poaching Fashion & Apparel detail
  • Home & Kitchen — $121.8M category GMV, +35% QoQ, 47 subcategories across 820 analysed posts. #TikTokMadeMeBuyIt drives unmatched viral product cycles at $30–$65 AOV Home & Kitchen detail
  • Baby & Maternity — $104.4M category GMV, +29% QoQ, 38 subcategories across 890 analysed posts. Trust-driven content converts at 2x industry average — parenting creators drive 80% of sales Baby & Maternity detail
  • Health & Personal Care — $92.8M category GMV, +45% QoQ, 42 subcategories across 780 analysed posts. Oral care and grooming dominate — LIVE demos convert 3x higher than static posts Health & Personal Care detail
  • Tech & Electronics — $92.8M category GMV, +51% QoQ, 57 subcategories across 1,024 analysed posts. High-AOV electronics convert best through demo-style LIVE streams and unboxing content Tech & Electronics detail
  • Automotive & Tools — $81.2M category GMV, +33% QoQ, 31 subcategories across 620 analysed posts. Weekend warrior content peaks Fri–Sun with 40% higher engagement vs weekday posts Automotive & Tools detail
  • Sports & Lifestyle — $69.6M category GMV, +37% QoQ, 50 subcategories across 1,001 analysed posts. Activewear try-on and fitness content drives 3–7% conversion with strong repeat purchase Sports & Lifestyle detail
  • Jewelry & Accessories — $63.8M category GMV, +28% QoQ, 28 subcategories across 540 analysed posts. ASMR unboxing and close-up styling content drives 60% of discovery — flash sales peak on Fridays Jewelry & Accessories detail
  • Books & Education — $52.2M category GMV, +26% QoQ, 18 subcategories across 420 analysed posts. #BookTok drives 40%+ of bestseller lists — community-first strategy outperforms paid ads 5:1 Books & Education detail
  • Supplements & Wellness — $34.8M category GMV, +62% QoQ, 34 subcategories across 696 analysed posts. Compliance-first briefs help creators publish confidently in restricted categories Supplements & Wellness detail
  • Food & Beverage — $34.8M category GMV, +48% QoQ, 26 subcategories across 550 analysed posts. 67% of TikTok users make unplanned purchases — impulse buying drives flash sale success Food & Beverage detail
  • Pet Products — $11.6M category GMV, +55% QoQ, 4 subcategories across 60 analysed posts. Micro-creators <10K followers outperform mega-influencers in pet content authenticity Pet Products detail

About this data

Aggregate figures from MomentIQ's curated TikTok Shop benchmark dataset — what each category did across the campaigns we analysed, not a live feed of the whole marketplace and not a forecast for any individual brand. Subcategory median and maximum GMV are always reported separately.