Introduction

In the global consumer landscape, the Phones & Electronics market has always been of great significance. With the continuous development of technology, consumers' demand for various electronic products is constantly evolving. TikTok, as a popular social media platform in the US, has unique advantages in promoting and marketing products in this category. It provides a vast and active user base, enabling brands and merchants to showcase their products in an engaging and creative way, reaching a large number of potential customers.

Category Market Overview

According to the latest information from authoritative websites and media outlets, the Phones & Electronics market in the US is huge and continues to grow. The market size has been expanding steadily, driven by factors such as technological advancements, increasing consumer disposable income, and the growing need for digital connectivity. Consumer demand changes are also evident, with a rising preference for advanced features, convenience, and stylish designs in electronic products. For example, the demand for wireless earbuds with noise cancellation and fast-charging capabilities has been on the rise. Integrating with the existing data, we can see that TikTok has become an important platform for promoting and selling Phones & Electronics products, contributing to the market's growth and evolution.

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 Phones & Electronics category showed various trends. The total GMV was 1093.12 million US dollars, with a quarter-on-quarter decrease of 6.98%. The sold count was 580,500, showing a 11.29% decline quarter-on-quarter. However, some products still achieved remarkable sales. For instance, the JLab JBuds Lux Active Noise Cancellation Wireless Bluetooth Headphones had a sold count of 8,472, with a GMV of 389,600 US dollars and a significant growth rate of 111.01% quarter-on-quarter. The popularity of such products can be attributed to their advanced features like active noise cancellation and custom EQ, which meet the needs of consumers who value high-quality audio experiences during travel, gaming, or daily use. Another example is the Coolnut 20,000+ Retro Game Stick, which had a sold count of 8,258 and a GMV of 188,400 US dollars, with a growth rate of 118.12% quarter-on-quarter. Its appeal lies in the ability to revisit classic games, offering a nostalgic experience along with modern features like 4K HDMI output.

Brand Case Analysis of the Specific Category

Several brands stood out in the Phones & Electronics market on TikTok US during the specified week. JLab, for example, had a GMV of 515,000 US dollars, with a growth rate of 84.84% quarter-on-quarter and a sold count of 12,500. Their success can be attributed to their focus on product quality, such as the JLab JBuds Lux headphones mentioned earlier, which offer excellent audio performance and innovative features. Kury-US also had a notable performance, with a GMV of 396,900 US dollars and a growth rate of 63.38% quarter-on-quarter. They likely benefited from their wide range of products and effective marketing strategies on TikTok. PYNAREL, on the other hand, had a GMV of 184,900 US dollars with a growth rate of 130.78% quarter-on-quarter. Their success might be due to their unique product offerings, such as the PYNAREL Tablet 10.1 Inch Android 14, which attracted consumers looking for portable and multifunctional devices.

Conclusion

Overall, the Phones & Electronics market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the overall GMV and sold count had some declines quarter-on-quarter, certain products and brands managed to achieve significant growth. For cross-border merchants, it is recommended to focus on product innovation, highlighting unique features that meet consumer demands. They should also leverage TikTok's marketing capabilities effectively, creating engaging content to showcase their products. Looking ahead, the market is likely to continue evolving, with increasing demand for more advanced and convenient electronic products. Merchants who can adapt quickly to these trends and utilize TikTok's platform to its fullest potential will have a greater chance of success in this competitive market.