The number of sellers in the United States exceeds 20 million, and TikTok faces fierce competition in the US region

According to the“2024 H1 TikTok Ecosystem Development White Paper” released by FastMoss Research Institute, the number of e-commerce sellers in the United States has now exceeded20 million.

In 2024, it is estimated that there will be110 million social e-commerce users in the US, accounting for 42.0% of US internet users and 50.3% of all social media users. By 2025, US social e-commerce retail sales are expected to surpass100 billion USD, achieving rapid growth.

eMarketer also predicts that from 2023 to 2027, the per capita consumption of social e-commerce in the US willdouble.

TikTok plays an important role in the development of social e-commerce in the US. In the first half of 2024, new sellers continue to enter the market, making competition on TikTok US increasingly fierce.

Among them,live streaming sales is a “must-win territory”, achieving rapid growth at a pace exceeding market expectations. FastMoss data shows that in May, the number of live streaming sales events in the US reached thehighest ever.

It is especially worth mentioning that on June 9, 2024, US TikTok sales influencer @iamstormisteele broke throughone million USD in a single live stream, successfully unlocking the “million achievement”.

Analyzing the Top 50 TikTok US live streaming sales list for the first half of 2024, it can be found thatbeauty and personal care occupies an absolute dominant position, with a market share as high as 72%. Next ismobile digital products, with a share of 10%, followed byhealth supplements, with a share of 6%.

American users’ love for beauty and personal care products is also reflected in TikTok Shop’s sales. From January to June 2024, although TikTok Shop’s sales in various categories showed a diversified trend, beauty and personal care still firmly ranked Top 1, being the most popular category, accounting for 20.95% of total product sales. Next is women’s clothing and lingerie, accounting for 11.44%. Health supplements remain in third place, accounting for 8.61%.

Let’s take a look at the TikTok US hot-selling product list. In the first half of 2024, among the Top 50 hot-selling products on TikTok US, beauty and personal care products still account for a significant market share at 28%; health products account for 16%; mobile digital products account for 10%; sports and outdoor products account for 8%; and home appliances account for 6%.

Among them, the Top 1 health supplement stands out, being the only product on the list with sales exceeding 20 million USD, with total sales of23.4617 million USD, equivalent to about170 million RMB.

Focusing on the TikTok US sales influencer list, the Top 1 is a female influencer named Alle. Although her number of followers is not particularly high, her ability to sell via live streaming is very strong, with a total of222 products sold, and live streaming sales reaching26.165 million USD, equivalent to about190 million RMB.

According to a FastMoss exclusive interview, this influencer focuses on operating on the TikTok Shop platform and successfully manages three separate accounts.

According to Alle, her main account originally focused on the food sector, but after communicating with the TikTok Shop team, she realized that the market growth space for food was limited. So, following their advice, she took a new step and created two brand new TikTok Shop accounts from scratch.

Regarding this, Alle said: “My secret to success lies in always adjusting content strategies according to the preferences of each account’s audience. Whether in fashion or beauty, I closely monitor market feedback and promptly adjust content creation direction to ensure a high degree of alignment with audience needs.”

In the first half of 2024, TikTok showed strong momentum in the US e-commerce ecosystem, especially in the beauty and personal care and health supplement categories. As more and more sellers and influencers flood into TikTok, competition is becoming increasingly fierce, but it also brings more opportunities.

For merchants hoping to achieve sales breakthroughs on TikTok, paying attention to market trends, actively innovating, and maintaining close cooperation with the platform are the keys to success. Looking forward to the second half of the year, TikTok may bring us more surprises and possibilities!