Introduction

The market for Books, Magazines & Audio has always held a significant place in the global consumer landscape. With the increasing digitalization and the rise of platforms like TikTok, this category has witnessed new growth opportunities. TikTok, especially in the US region, offers a unique advantage with its vast user base and engaging content format, allowing for creative marketing and direct interaction with potential customers, which has been transforming the way this market segment operates.

Category Market Overview

According to recent data and information sourced from authoritative websites, the Books, Magazines & Audio market in the US has been showing interesting trends. The market size has been fluctuating, influenced by various factors such as changing consumer preferences and emerging digital reading and listening habits. Growth trends have not been consistent, with some periods showing growth while others witnessing a decline. Consumer demand has been shifting towards more digital formats, but physical books and audio products still hold a considerable share. For instance, the demand for self-help and wellness-related books has been on the rise, while traditional fiction might be experiencing a relatively stable or slightly declining demand.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the sales performance of the Books, Magazines & Audio category presented a mixed picture. The overall GMV Gross Merchandise Volume was 248.96万, with a significant quarter-on-quarter QoQ decline of -26.61%. The sold count was 9.9万, also showing a QoQ decrease of -22.04%. However, some products managed to stand out.

The top-selling product, "Forgotten Home Apothecary : 250 Powerful Remedies at Your Fingertips | Lost Herbal Remedies | Holistic Wellness", had a sold count of 1.71万 and a GMV of 54.75万, despite a QoQ decline of -45.49%. Another popular product, "The Holistic Guide to Wellness: Herbal Protocols for Common Ailments | 45 Different Health Conditions | Soft Cover", had a sold count of 5113 and a GMV of 16.65万 with a QoQ decline of -18.79%. The reasons behind their popularity could be attributed to the growing interest in holistic wellness topics among consumers. Products related to survival and prepping, like "A Navy Seal's Bug-In Guide | The Ultimate Guide To Survive a Crisis | SHTF Prepping, Food Stockpile & Preservation, Home Security & Self-Defense", also had good sales with a sold count of 3046 and a GMV of 9.72万, showing a QoQ growth of 81.66%, possibly due to the increasing awareness of emergency preparedness.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the Books, Magazines & Audio market on TikTok in the US during this period, "The Lost Skills" had a GMV of 90.74万 with a QoQ decline of -32.96% and a sold count of 2.82万. They might have been affected by the overall market trend but still maintained a significant market share. "Alabaster Co" had a GMV of 15.57万 and a QoQ decline of -44.75% with a sold count of 5035. Their sales metrics suggest they need to adapt to the changing market dynamics.

"Book & Mortar" had a GMV of 11.95万 with a QoQ decline of -26.59% and a sold count of 6107. They seem to have a diverse product range as indicated by the high product count of 7522. "Tina's Mart" had an interesting performance with a GMV of 8.69万 and a huge QoQ growth of 1937.53% and a sold count of 3520, showing that they might have implemented effective marketing strategies or tapped into a niche market segment.

Conclusion

Overall, the Books, Magazines & Audio market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a challenging situation with a decline in overall sales metrics. However, there were still opportunities as seen from the performance of some individual products and stores. For cross-border merchants, it is recommended to closely monitor consumer trends, especially the growing interest in wellness and survival-related topics. They should also focus on creating engaging content on TikTok to attract customers and consider partnering with popular video bloggers to increase brand visibility. Looking ahead, the market is likely to continue evolving, with digital formats potentially gaining more prominence, and the need for innovative marketing strategies will be crucial to succeed in this competitive landscape.