TikTok Shop Category Benchmarks 2026 | MomentIQ
Original TikTok Shop benchmarks across 13 verticals: GMV and growth, conversion rate by content format, posting cadence, and competitive concentration.
Published by MomentIQ. Free to cite with attribution.
Headline figures
- Verticals covered: 13 — Count of verticals in MomentIQ's category dataset.
- Subcategories analyzed: 606 — Sum of each vertical's subcategory count.
- Campaigns analyzed: 46,440 — Sum of each vertical's analyzed-campaign count.
- Posts analyzed: 13,396 — Sum of each vertical's analyzed-post count.
- Brands observed: 35,170 — Sum of each vertical's observed brand count.
- Combined GMV covered: $1119.5M — Sum of every vertical's published total GMV.
- Fastest-growing vertical: Supplements & Wellness (+62% QoQ) — Highest published quarter-over-quarter GMV trend across verticals.
- Highest converting format: Satisfying Clean Reveals — 9.1% CVR (Home & Kitchen) — Highest published format conversion rate across all verticals.
- Most concentrated vertical: Pet Products (22.5% top-brand share) — Largest published top-brand GMV share across verticals.
GMV and growth by vertical
| Vertical | Total GMV | QoQ trend | Subcategories | Campaigns analyzed | Brands observed |
|---|---|---|---|---|---|
| Beauty & Skincare | $214.7M | +38% QoQ | 115 | 6840 | 4820 |
| Fashion & Apparel | $145.0M | +42% QoQ | 116 | 5120 | 5640 |
| Home & Kitchen | $121.8M | +35% QoQ | 47 | 4350 | 3210 |
| Baby & Maternity | $104.4M | +29% QoQ | 38 | 3680 | 1840 |
| Health & Personal Care | $92.8M | +45% QoQ | 42 | 3240 | 2750 |
| Tech & Electronics | $92.8M | +51% QoQ | 57 | 4180 | 3480 |
| Automotive & Tools | $81.2M | +33% QoQ | 31 | 2890 | 1920 |
| Sports & Lifestyle | $69.6M | +37% QoQ | 50 | 3560 | 2860 |
| Jewelry & Accessories | $63.8M | +28% QoQ | 28 | 2640 | 2340 |
| Books & Education | $52.2M | +26% QoQ | 18 | 2180 | 1280 |
| Supplements & Wellness | $34.8M | +62% QoQ | 34 | 3420 | 2180 |
| Food & Beverage | $34.8M | +48% QoQ | 26 | 2760 | 1960 |
| Pet Products | $11.6M | +55% QoQ | 4 | 1580 | 890 |
Conversion rate by content format
| Vertical | Top formats and observed CVR |
|---|---|
| Beauty & Skincare | Before/After Reveals — 8.2% CVR; GRWM Tutorials — 6.8% CVR; Ingredient Breakdowns — 5.4% CVR |
| Fashion & Apparel | Try-On Hauls — 7.4% CVR; Outfit of the Day — 5.9% CVR; Size-Inclusive Reviews — 5.1% CVR |
| Home & Kitchen | Satisfying Clean Reveals — 9.1% CVR; Problem-Solver Demos — 7.3% CVR; Kitchen Hack Videos — 6.0% CVR |
| Baby & Maternity | Mom-Tested Reviews — 7.8% CVR; Nursery Setup Tours — 6.2% CVR; Day-in-Life Routines — 5.5% CVR |
| Health & Personal Care | Routine Transformation — 7.1% CVR; LIVE Demo Sessions — 6.6% CVR; Expert Tip Videos — 5.3% CVR |
| Tech & Electronics | Unboxing Reveals — 6.8% CVR; Side-by-Side Comparisons — 5.9% CVR; Real-World Stress Tests — 5.2% CVR |
| Automotive & Tools | Satisfying DIY Fixes — 6.5% CVR; Tool Showdowns — 5.8% CVR; Weekend Project Builds — 4.9% CVR |
| Sports & Lifestyle | Workout Try-On Hauls — 7.0% CVR; Fitness Challenge Videos — 5.7% CVR; Athletic Day-in-Life — 4.8% CVR |
| Jewelry & Accessories | ASMR Unboxing — 8.5% CVR; Outfit Pairing Guides — 6.4% CVR; Gift Guide Countdowns — 5.7% CVR |
| Books & Education | Emotional Book Reviews — 6.9% CVR; Shelf Tour Aesthetics — 5.3% CVR; Reading Vlog Reactions — 4.6% CVR |
| Supplements & Wellness | 30-Day Result Journals — 7.6% CVR; Expert-Backed Reviews — 6.1% CVR; Morning Routine Reveals — 5.4% CVR |
| Food & Beverage | Blind Taste Tests — 7.2% CVR; Snack Haul Unboxings — 5.8% CVR; Recipe Integration Videos — 4.9% CVR |
| Pet Products | Pet Reaction Videos — 8.0% CVR; Problem-Solver Demos — 6.3% CVR; Cute Compilation Edits — 5.1% CVR |
Posting cadence benchmarks
| Vertical | Optimal frequency | Peak days | Avg views |
|---|---|---|---|
| Beauty & Skincare | 4–6 posts/week | Tue, Thu, Sun | 285K |
| Fashion & Apparel | 5–7 posts/week | Mon, Wed, Fri | 312K |
| Home & Kitchen | 3–5 posts/week | Sat, Sun, Wed | 198K |
| Baby & Maternity | 3–4 posts/week | Mon, Thu, Sat | 165K |
| Health & Personal Care | 3–5 posts/week | Tue, Fri, Sun | 172K |
| Tech & Electronics | 3–5 posts/week | Wed, Fri, Sat | 245K |
| Automotive & Tools | 2–4 posts/week | Fri, Sat, Sun | 156K |
| Sports & Lifestyle | 4–6 posts/week | Mon, Wed, Sat | 210K |
| Jewelry & Accessories | 3–5 posts/week | Thu, Fri, Sun | 178K |
| Books & Education | 3–5 posts/week | Sun, Tue, Thu | 142K |
| Supplements & Wellness | 4–6 posts/week | Mon, Wed, Fri | 195K |
| Food & Beverage | 4–6 posts/week | Tue, Thu, Sat | 220K |
| Pet Products | 3–5 posts/week | Sat, Sun, Wed | 310K |
Competitive concentration
| Vertical | Brands observed | Avg brand GMV | Top-brand share |
|---|---|---|---|
| Pet Products | 890 | $13.0K | 22.5% |
| Supplements & Wellness | 2180 | $16.0K | 18.4% |
| Books & Education | 1280 | $40.8K | 15.7% |
| Baby & Maternity | 1840 | $56.7K | 14.2% |
| Automotive & Tools | 1920 | $42.3K | 13.1% |
| Beauty & Skincare | 4820 | $44.5K | 12.3% |
| Food & Beverage | 1960 | $17.8K | 11.8% |
| Tech & Electronics | 3480 | $26.7K | 11.4% |
| Home & Kitchen | 3210 | $37.9K | 10.5% |
| Health & Personal Care | 2750 | $33.7K | 9.8% |
| Jewelry & Accessories | 2340 | $27.3K | 9.2% |
| Fashion & Apparel | 5640 | $25.7K | 8.9% |
| Sports & Lifestyle | 2860 | $24.3K | 7.6% |
Methodology
Aggregates across 13 TikTok Shop verticals, 606 subcategories, 46,440 analyzed campaigns and 13,396 analyzed posts.
Figures come from MomentIQ's own campaign and category analysis as an operator of TikTok Shop programs, aggregated to the vertical and subcategory level. No individual brand, shop, or creator is identified, and no client-confidential figure is published.
Definitions
- GMV — gross merchandise value attributed to the vertical, published as a total, not an average.
- Median GMV — the per-subcategory median; reported only at subcategory level, where a median is what the underlying data holds.
- CVR — conversion rate observed for a content format within its vertical.
- QoQ — quarter-over-quarter change in vertical GMV.
- Top-brand share — the leading brand's share of vertical GMV; higher means more concentrated.
Limitations
- The dataset carries no per-figure collection timestamp, so every number should be read as point-in-time as of the publication date above rather than as a live feed.
- Coverage is weighted toward the categories MomentIQ operates in; a vertical with fewer analyzed campaigns is a thinner sample, and the analyzed-campaign column is published per vertical so readers can weigh it.
- Conversion rates are observed within MomentIQ-run programs and are not a platform-wide average.
- Subcategory counts reflect the taxonomy as captured, which TikTok Shop revises over time.
Free to cite and quote with attribution to MomentIQ and a link to this page. Figures may be reproduced; please cite the edition year so a later edition is not mistaken for this one.
Supplements and wellness figures describe commerce performance only. Nothing here is a health claim, and no product is stated or implied to diagnose, treat, cure, or prevent any disease.