As a platform with over 1.56 billion monthly active users, TikTok is not only a center of entertainment but also a "battlefield" for brand promotion and product display. In fact, every so often, new TikTok top sellers suddenly emerge, dominating major rankings. How do these top sellers rise to prominence? What is the logic behind their product selection?

Today, Tuke will break it down for everyone.

1. Start from market demand: products need to be not only new, but also useful

The first principle of product selection is: do not innovate just for the sake of innovation. Products must meet users' actual needs, and even solve some of their "hidden pain points."

Tuke has observed that many sellers on TikTok chase "traffic," but overlook the fact that what truly moves consumers is whether the product itself can solve their problems. While traffic is important, if the product does not meet users' basic needs, any promotion will be futile.

For example, you may see some skincare brands become popular on TikTok, but the driving force behind them is not just their good looks or strong promotion, but the fact that the products actually deliver real results. If the product itself has no value, users will only make purchases on impulse, and it will be impossible to build lasting brand effects.

The Ordinary, a hit on TikTok. Image source: Google

2. Localization: the real key to entering the market

When we talk about localization in product selection, many sellers may simply understand it as "aligning with cultural habits." But Tuke believes that true localization is not just about adapting to culture, but more importantly, understanding consumers' lifestyles. The consumption needs of different markets reflect their way of life.

For example, in the Southeast Asian market, the tropical climate makes sunscreen products a necessity, but many brands only scratch the surface by launching ordinary sunscreens, ignoring users' deeper needs for "lightweight and non-sticky" formulas.

Those brands that truly succeed are the ones that capture local consumers' dual demands for "breathability and sun protection," thus winning their favor.

Beauty brand SKINTIFIC is a hit on TikTok Southeast Asia

3. Data-driven and intuition coexist: how to balance science and art

Many cross-border sellers rely on data analysis tools for product selection, and yes, data is a very important basis for choosing products. However, relying solely on data is also a misconception, because data can only tell you about the past and present, but cannot accurately predict future trends. At this point, the seller's market sensitivity and intuition become especially important.

For example, many sellers like to use tools such as Kalodata to filter for rapidly growing potential products, which is indeed a very good approach. But data lacks creativity and foresight.

Successful sellers combine data with market intuition to find categories that have not yet been widely developed but have huge potential. For example, novel tech gadgets often do not show much advantage in the data, but once they appear on TikTok, their fun and intuitive display effects often attract a large number of users.

Image source: Kalodata

4. Novelty products: creating "impulse buying" effects

TikTok's short video format means users' attention spans are extremely limited, and they often decide within a few seconds whether they are interested in certain content. Therefore, choosing "novelty" products that can quickly catch the eye is a key to success on short video platforms.

Tuke has seen many successful cases, and their common feature is that the products are not only creative, but can also clearly showcase their unique functions through short videos.

For example, in women's beauty products, there are many "novel" gadgets, such as facial razors or skincare sets. These innovative and intuitive products easily trigger impulse buying, especially when the video can show "before and after comparison" effect images, which can move users in just a few seconds.

Akunbem women's razor. Image source: TikTok

5. Riding the wave of hot topics: capturing wave after wave of traffic

When hot events break out, sellers who react quickly can always seize the valuable window period and push their products to a peak. However, it is important to note that leveraging hot topics in product selection is not about blindly following every trend, but about choosing events that match the brand's tone.

For example, the rise of eco-friendly products is largely due to global attention to sustainable development. When news broke in 2024 that the EU would ban plastic cutlery and straws, eco-friendly brand Biotrem's edible tableware instantly became a huge hit online.

Many brands also quickly launched eco-friendly straws, bamboo tableware, and other products that fit the environmental trend. This kind of market-driven response not only helped brands gain market share, but also enhanced their brand image.

Biotrem edible material plates. Image source: Google

So overall, product selection strategies on TikTok are not based on luck, but require a comprehensive consideration of data, market sensitivity, creativity, and speed.

From meeting user needs to localized product selection, to leveraging hot topics and seasonal layouts, sellers need to adjust their strategies accordingly to improve their success rate.

As long as the methods are right, TikTok's blue ocean is still full of opportunities.