What smart sellers should do next across pricing, content, and product selection？After a strong rebound in March, TikTok Shop’s home goods category experienced a soft correction in April. Both GMV and unit sales declined, but content volume surged and average order value (AOV) continued rising. The signal is clear: while overall traffic shrinks, buyer intent is increasing among those who stay.

Powered by Gloda’s April TikTok Market Guide, this article delivers key takeaways and seller-focused strategy insights for both US-based and cross-border TikTok Shop sellers.

1. Sales Declined, but AOV Increased—Filtering for Quality Buyers

April’s core metrics:

● Units Sold: 2.6M (-9.61%)

● GMV: $39.9M (-7.32%)

● AOV: $15.1 (+2.53%)

● Videos: 29.9K (+38.19%)

● LIVE Sessions: 7K (+19.88%)

What it means: Demand dropped, but remaining users are more willing to pay for value. Short-form video content remains the dominant driver of conversion.

Seller Tip: Don’t focus on reactivating cold traffic. In May, prioritize high-conversion content and SKUs that justify $15–$50 pricing. Use structured formats—daily-life scenarios, direct demos, and before-after storytelling—to improve engagement from high-intent viewers.

2. $20–$50 Is the Profit Core, $5–$10 Still Delivers Traffic

Price segmentation breakdown:

● $5–$10: Highest unit sales (849K)

● $20–$50: Highest GMV ($13.2M from 451K units)

● $10–$20: Balanced middle ground

● $50+: Stable niche

Buyers remain price-aware, but not resistant to “value-worthy” pricing. The $20–$50 range delivered the strongest blend of profitability, content performance, and creator engagement.

Seller Tip: Build a “mid-price hero zone” through two levers:

1.  Elevate lower-priced products into $25+ bundles using multipacks, bonus add-ons, or upsells

2.  Prioritize function-meets-aesthetic SKUs such as ambient lighting, hidden organizers, or dual-use décor items that create visual interest and justify price

3. Content Is Back—and Function + Visuals Win

Content activity in April:

● Videos: +38.19%

● LIVE Sessions: +19.88%

● Product Count (Move Rate): +5.72%

● Active Shops: +8.68%

Many sellers digested March inventory, while others scaled creator seeding and short-form content to boost AOV. Top products combined visual clarity and functional benefit—think collapsible organizers, smart lighting, or utility storage tools.

Seller Tip: For each hero SKU, implement a 3-part content strategy:

1.  Real-life usage (mini vlogs or “with me” routines)

2.  Short 30-second demos to highlight core function

3.  Problem/solution POVs with side-by-side comparisons

Choose mid-tier creators with lifestyle alignment and stable output rather than over-relying on top broadcasters or ad creatives.

Strategic Moves for May: From Quantity to Clarity

TikTok’s home category has shifted from “push more SKUs” to “communicate product value.” In May, sellers should focus on:

● Product mix: Emphasize $15–$50 functional SKUs with low explanation cost, high reusability, and visual clarity

● Content system: Build structured, multi-format assets for each product and deploy them across multiple creators

● Pricing tactics: Use multipacks or combo offers to raise AOV while making videos more engaging (“2-pack for $26” works better than $13 x2)

● Monitoring rhythm: Use Gloda to track weekly pricing shifts and new SKUs entering fast-growth patterns

📊 Want more TikTok Shop product analysis like this?

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