Introduction

In the global consumer landscape, the shoes market holds significant importance. It is a constantly evolving sector with diverse consumer demands. With the rise of digital platforms, TikTok has emerged as a powerful medium in the US, offering unique advantages for promoting and selling shoes. Its vast user base and engaging content format provide an excellent opportunity for shoe brands to reach a wide audience and showcase their products in an innovative way.

Category Market Overview

According to authoritative sources, the shoes market in the US has been witnessing steady growth over the years. The market size has been expanding due to factors such as increasing fashion consciousness among consumers, the need for comfortable footwear for various activities, and the influence of trends set by celebrities and influencers. Consumer demand has been shifting towards both stylish and functional shoes, with a particular focus on seasonal wear. For instance, during the winter months, there is a higher demand for warm and waterproof boots, while in summer, breathable sneakers are more popular.

Sales Situation of the Specific Category

Analyzing the sales performance of shoes on TikTok Shop in the US for the week of 2025/01/05 - 2025/01/11, we observe some interesting trends. The total GMV Gross Merchandise Volume for shoes was $341.96 million. However, it showed a -22.58% quarter-on-quarter QoQ decline. The sold count was 140,200, with a -19.45% QoQ decrease. Looking at the top-selling products, the "EVELLYHOOTD Braided Leather Outdoor Suede Slippers Women's Mini Platform Boots with Fluffy Fur Lining Short Ankle Boots for Autumn Winter Warm Walking Shoes" had a sold count of 4,855 and a GMV of $175,200, with a -8.18% QoQ change in GMV. Another popular product, "Women's 2024 Street Fluffy Fur Snow Boots, Soft Warm Mid-calf Boots for Autumn & Winter, Platform Slip-on Winter Shoes Back To School Gifts, Boots for Women, Fall Outfits, Fall Freshness, Fall Footwear, Walking Shoes" had a sold count of 2,999 and a GMV of $110,700, showing a 31.86% QoQ increase in GMV. The popularity of these products can be attributed to their stylish designs, suitability for the winter season, and the effective marketing on TikTok through engaging videos and influencer endorsements.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the shoes market on TikTok in the US during this period, Crocs had a GMV of $312,000 with a -24.36% QoQ decline, and a sold count of 6,164. EVELLYHOOTD US achieved a GMV of $282,800 with a 3.6% QoQ increase and a sold count of 8,858. DREAM PAIRS had a GMV of $157,400 with a 5.39% QoQ increase and a sold count of 3,287. Crocs, a well-known brand, likely faced some challenges in maintaining its growth rate, perhaps due to increased competition or changing consumer preferences. EVELLYHOOTD US, on the other hand, managed to grow its sales, possibly through effective product launches and engaging TikTok marketing campaigns. DREAM PAIRS also showed positive growth, indicating its successful strategies in appealing to the TikTok user base.

Conclusion

Overall, the shoes market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 presented a mixed picture. While some products and brands showed growth, others faced declines. For cross-border merchants, it is crucial to closely monitor these trends and adapt their strategies accordingly. They should focus on creating engaging content that showcases the unique features of their shoes, collaborate with relevant influencers, and stay updated on the latest fashion trends. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainable and innovative footwear designs.