TikTok Shop’s womenswear & underwear categories saw notable shifts in May—not just in sales performance, but in how consumers interact with pricing, content, and seller value propositions. Backed by Gloda’s latest data, this report outlines four critical trends that separate the winners from the rest—and how you can leverage them for your June growth strategy.

1. Why Smart Sellers Are Doubling Down on Mid-Range Pricing and Video-Led Strategy

🚨Sales Are Falling… But Top Buyers Are Spending More

You read that right.

May's overall units sold dropped by 16.9%, yet average order value climbed 12.6% to hit $25.

What's going on?

→ Low-intent buyers are fading.

→ High-intent ones? They're still shopping—but only for what feels worth it.

So here's your move:

Don't chase volume. Build perceived value.

Think: bundling, benefits-led copy, elevated content. At $25 AOV, you've got room to spend more to acquire the right customer—and still win.

2. The $20–$50 Zone Isn't Just Hot. It's Dominating.

Let's talk numbers:

● 2.5M units sold

● $76.7M in GMV

● Only 21% of SKUs

● But nearly 65% of the entire category's revenue

This price band balances conversion potential, margin, and creator ROI.

If you're stuck under $10, ask yourself: can you reposition your product? Can you bundle, reframe, or upgrade the story?

3. More Shops. But 87% Still Aren't Converting.

📈 Shops on TikTok Shop hit 90.3K in May.

📉 But only 11.8K made sales.

That's a 13.1% sell-through rate.

Why?

TikTok Shop is maturing.

It's no longer “just post and hope.” Discovery is algorithmic. Differentiation is survival.

What you can do:

Use tools like Gloda Market Guide to benchmark your sell-through rate, analyze your category leaders, and see where the actual demand is going.

4. Livestreams Are Down. Videos Are Where Buyers Convert.

●Livestreams: ↓ -28.9%

●Short-form videos: ↑ +13.1%

Consumers are skipping the 60-minute pitch.

They're buying from 30-second outfit transitions, first-person UGC, and “TikTok made me buy it” moments.

 Your video = your storefront.

Focus on:

✅ Natural storytelling

✅ Before/after transformations

✅ Problem → Solution hooks

✅ UGC that feels real, not rehearsed

Gloda: The Smarter Way to Sell on TikTok

Forget guesswork.

Gloda connects data from TikTok + Amazon + Douyin, helping you:

●Predict what categories are heating up

●Understand how price bands impact performance

●Match with creators who convert

●Spot where your competitors are overspending—or underperforming

TL;DR — June's Strategy Checklist:

❌ Don't chase low prices

✅ Do optimize around the $20–$50 sweet spot

❌ Don't rely on livestreams

✅ Do build a TikTok-native video funnel

❌ Don't treat TikTok like a product dump

✅ Do treat it like a portfolio management platform

Because the sellers winning in May weren't lucky—

They were informed.

📊 Want more TikTok Shop womenswear & underwear insights like this?

Explore the full dataset in the latest A Professional TikTok Analytics Tool or search “TikTok Market Guide” to access top-selling SKUs, category strategies, and content performance trends—before they peak.