TikTok’s women’s fashion market is undergoing a structural shift. April 2025 data shows a drop in overall units sold, yet average order value and content activity have surged. For brands, creators, and data-driven sellers, this signals a move from mass, low-cost consumption toward premium content-driven sales.

This report, powered by Gloda Market Guide, breaks down key changes in platform dynamics, price band performance, brand strategies, and viral product trends—so you can plan smarter for the months ahead.

1. Platform Overview: Fewer Units, But More Valuable Orders

According to Gloda Market Guide, TikTok’s women’s fashion vertical sold 5.7M units in April, down 18.36% month-over-month. However, GMV only dropped 6.85%, reaching $125.9M, and average order value rose to $22.2 (+14.1%).

Content-side metrics surged:

● 41.6K videos published (+31.66%)

● 7.8K live sessions (+23.19%)

This means: while volume shrinks, TikTok fashion is leaning into higher-value purchases—driven by richer content and more strategic promotions.

2. Price Band Insights: The $20–$50 Range Drives the Most GMV

April’s price distribution reveals two dominant brackets:

● $10–$20: 2.4M units sold, $36.2M GMV

● $20–$50: 2.5M units sold, a whopping $72.1M GMV, with 482K creators and 44.5K active products

The $20–$50 segment is clearly the revenue core, combining higher margins, richer creator content, and mid-tier consumer expectations. It’s the go-to range for quality-focused sellers.

3. Competitive Landscape: Focused Brands Outperform SKU Spammers

Top-performing shops reveal two key winning strategies:

● Low SKU, high-focus brands like CAKES body ($2.4M GMV with just 16 SKUs)

● Content-optimized catalogs like shopshapellx and chicme, which grew GMV by 17.22% and 50.16% respectively

Meanwhile, SKU-heavy sellers like FeelinGirl LLC (-32.8%) and Dokotoo (-23.29%) saw significant declines.

🎯 Lesson: TikTok Shop now favors brand depth over breadth, with strategic content, not SKU volume, driving sales.

4. Viral Product Patterns: Comfort, Shape, and Inclusive Sizing

April’s best-selling products followed three clear themes:

● Shapewear & Body-Sculpting Apparel: Brands like CAKES, SHAPESHE, and YIANNA dominate with high-AOV products perfect for livestream demos.

● Plus-size Essentials: Inclusive sizing performs well, exemplified by a $7.99 plus-size bra reaching 48K units sold.

● Dailywear with Visual Payoff: Solid-color loungewear, corset tops, and floral dresses sold consistently, boosted by real-life try-ons and before/after storytelling.

Notably, utility accessories like insert pads also made the Top 5, proving that function-focused, visually demo-able products thrive on TikTok.

5. Content Momentum: Video and LIVE Volume Exploding

Gloda’s data shows:

● Videos up 31.66%

● Lives up 23.19%

This reinforces the shift toward creator-led discovery. We recommend:

● Short, high-density try-on videos across varied body types

● Live selling with product education + urgency triggers (e.g., bundles, countdowns)

2025 TikTok Shop is less about shelf space—and more about camera presence.

Final Thoughts

The TikTok fashion ecosystem is evolving fast. Sellers must go beyond discounts and volume, embracing content-centric, audience-specific strategies.

Use data. Follow your category. Understand creator dynamics.

With Gloda, you don’t just follow the trend—you see it before it starts.