The home daily necessities category holds a 3.2% market share on TikTok US. Recently, the overall market GMV performance has been unsatisfactory, with May showing a 10.61% month-on-month decline compared to April. Although total sales revenue decreased month-on-month, sales volume actually increased, and the average transaction price dropped accordingly. This indicates that consumer demand for home daily necessities still exists, but buyers may be more inclined to choose products with higher cost performance.
In terms of product movement, both the number of shops and the number of products have shown strong growth momentum, with month-on-month growth rates of 18.3% and 17.01% respectively. This demonstrates the vitality and potential of the home daily necessities category on the TikTok platform. However, the growth of video creators is relatively slow, at only 0.92%. Merchants may need to explore more diversified cooperation methods to attract and motivate creators to participate in promotion.
