TikTok Shop opens new categories in the US market; TikTok launches theme management feature

As social media platforms continue to evolve, TikTok has become a key stage for global brand promotion and e-commerce activities. Recently, a series of updates and improvements to TikTok Shop in the US region, along with the introduction of various new sales categories, have provided global sellers with a broader market. In addition, TikTok has launched new features to further optimize the user experience. Next, Tuke will give you a detailed introduction.

1. New Sales Categories Added to TTS US Region

On August 31, TikTok Shop US announced the addition of a batch of sales categories, further expanding business opportunities for sellers in this market. The newly added categories cover several popular segments:

1. Jewelry: such as pearls, silver, platinum, jade, semi-precious stones, amber, synthetic gemstones, beeswax, natural crystals, non-natural crystals, etc.

2. Automotive and related accessories: including dash cams, USB chargers, car FM, Bluetooth transmitters, car smart systems, etc.

3. Daily necessities: such as candles, kitchen scissors, mosquito-killing appliances, baby food processors/blenders, ink and toner cartridges, shaving tool sets, sports mats, etc.

4. Musical instruments and accessories: covering wind instruments, percussion instruments, electronic synthesizers, keyboards and pianos, guitars and string instruments, etc.

5. Artworks and home decorations: such as Jian ware, seal carving, ceramics, stone carvings, incense burners, porcelain, spices, etc.

6. Toys and hobby products: such as outdoor toys, handicrafts, etc.

This is undoubtedly a brand-new opportunity for US sellers, especially for categories favored by consumers such as jewelry and daily necessities. These newly added categories will help sellers better enter the market.

Image source: Google

2. Outstanding Performance of Beauty and Personal Care Category in US Region

According to Tuke, TikTok's overall GMV in the US region in August was quite strong, reaching $710 million, an 8% month-on-month increase. Among them, the beauty and personal care category was particularly outstanding, with the following performance:

1. Beauty and personal care category grew by 8% month-on-month, with total GMV reaching $130 million.

2. Women's apparel and lingerie category GMV increased by 11% month-on-month, reaching $93 million.

3. Health supplements category GMV grew by 13% month-on-month, reaching $49 million.

Although sales of home appliances fell by 12%, especially automotive products, the overall growth momentum remains impressive. The continued growth of beauty, women's apparel, and health supplements indicates huge market potential for these categories on the TikTok platform. For merchants, seizing the opportunities in these growing categories is crucial.

3. TikTok Launches "Manage Topics" Feature

TikTok has recently launched a new feature—"Manage Topics"—to help users personalize their content recommendations.

This feature is currently available to US users and is planned to gradually expand to other countries/regions. Users can access the "Manage Topics" option in the "Content Preferences" section of the app settings to adjust the display ratio of different topic content, further optimizing their personal experience.

It is worth noting that although this feature allows users to control the amount of dynamic content displayed, it does not affect the content of accounts they follow.

Image source: Android Headlines

4. Best Time to Publish Content

A study by Sprout Social points out that the timing of social media content publishing is closely related to brand exposure. Data shows that Tuesday to Thursday is the golden period for posting content, especially for TikTok, with ideal posting times being Wednesday and Thursday from 9am to 11am, 12pm, and 2pm to 6pm. Instagram and LinkedIn also concentrate their content publishing times from Tuesday to Thursday, from morning to afternoon.

Facebook's best posting time is Monday to Thursday from 9am to 5pm, while Twitter (now called X) recommends posting from Tuesday to Thursday between 9am and 3pm. Pinterest suggests posting in the early morning from Tuesday to Friday.

Although these data provide a reference for posting timing, each brand still needs to adjust its publishing strategy according to its own goals and maintain content consistency to increase brand awareness and user engagement.

Image source: Sprout Social

5. TikTok Malaysia: Strong Shopping Trends

According to foreign media reports, currently 83% of Malaysian consumers rely on social entertainment platforms for shopping, which has driven more merchants to join TikTok. During the 2024 Mega Sales event, TikTok brought together 67 brands from Malaysia, attracting more than 200 industry leaders and TikTok Shop partners to share insights and statistics on the nature of TikTok users during Malaysia's shopping season.

According to the data:

1. 59% of users shop online every week;

2. 50% of users shop while watching content;

3. Last year, 89% of users shopped during major promotional events (such as Double 11, Double 12, etc.);

4. During the year-end promotions, high-spending users spent an average of $265 (about 1,100 ringgit), driving the shopping conversion rate in the second half of 2023 to increase nearly sixfold.

According to TikTok's research, shoppers on the platform can be divided into four main categories:

1. Bargain hunters: keen on finding discounts and coupons, like to compare prices and check reviews, and focus on cost-effectiveness.

2. Easy shoppers: enjoy a convenient shopping experience, personalized recommendations, quick checkout, one-click purchase or auto-renewal services.

3. Inspiration shoppers: influenced by new products and brands, and value the shopping experience.

4. Purposeful shoppers: focus on product quality, sustainability, and social responsibility of brands, and are more inclined to support brands that align with their own values.

Image source: COSRX Malaysia

As TikTok continues to expand its e-commerce functions, global sellers are ushering in more opportunities.

Fully leveraging these trends and platform tools will help merchants stand out in the global e-commerce market.