Introduction

The home improvement market has been playing a significant role in the global consumer landscape. With the increasing focus on enhancing living spaces and the growing trend of DIY projects, it has witnessed continuous growth. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting home improvement products. Its vast user base and engaging video format allow brands and merchants to showcase their offerings in an innovative and appealing way, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the home improvement market in the US is substantial in size. It has been experiencing steady growth over the years, driven by factors such as housing market developments, changing consumer preferences for more comfortable and stylish living environments, and the increasing awareness of energy-efficient solutions. Consumer demand in this category has been evolving, with a greater emphasis on products that offer convenience, functionality, and aesthetic appeal. For instance, there has been a rising demand for smart home devices and innovative home decor items.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the home improvement category had a Gross Merchandise Volume GMV of $316.31 million. However, it showed a quarter-on-quarter QoQ decline of 17.59%. The number of units sold was 155,800, with a QoQ decrease of 13.54%. The average price of the products sold was $20.31, and the sold count ratio was 1.36%.

Looking at the top-selling products, the "JOMST 3-in-1 Kitchen Sink Drain Strainer, Stainless Steel Sink Plug, Deodorizing Anti-Clog Basket Strainer for US Standard 3-1/2 Inch Drains" sold 5,650 units with a GMV of $38,900 and a QoQ decline of 53.82%. The "10 Pcs Mixed Color Bonsai Bowl Lotus Seeds - Exotic Water Lily Flower Plant Seeds for Ornamental Pond and Home Planting" sold 4,850 units, achieving a GMV of $24,200 and a QoQ growth of 5.96%. The "2-in-1 Strong Flashlight Power Bank, Digital display of power, Rechargeable, Zoomable, X4Waterproof, Adjustable Brightness Flash Light for Outdoor, Emergency, Camping Accessories, Fishing Garden Lighting Night security Garage Lighting" had a remarkable performance, selling 3,179 units with a GMV of $47,600 and a QoQ growth of 123.8%.

The popularity and growth patterns of these products can be attributed to various factors. The kitchen sink drain strainer likely benefits from its practical functionality in a common household area. The bonsai bowl lotus seeds appeal to those interested in home gardening and adding a touch of nature to their living spaces. The 2-in-1 flashlight's success may be due to its versatility, being useful for outdoor activities as well as emergency situations.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the home improvement market on TikTok during the specified week, Govee.US had a GMV of $163,900 with a QoQ decline of 10.1%. They sold 2,668 units, had 45 products in their catalog, with 17 sold products, and had 91 video bloggers promoting their products. The average price of their products was $61.42, and the sold count ratio was 5.18%.

vevor store achieved a GMV of $115,900 with a QoQ decline of 1.91%. They sold 1,526 units, had 662 products, 108 sold products, and 61 video bloggers. Their average product price was $75.92, and the sold count ratio was 3.66%.

DTONG had an outstanding performance with a GMV of $47,600 and a QoQ growth of 123.8%. They sold 3,179 units, had only 1 product in their catalog, which was sold 1 time, and had 33 video bloggers. The average price of their product was $14.97, and the sold count ratio was 1.5%.

These brands employ different strategies. Govee.US likely focuses on leveraging its brand reputation and the appeal of its products through video blogger promotions. vevor store's extensive product range may attract a wider variety of customers. DTONG's success with a single product could be due to its unique features and effective marketing on TikTok.

Conclusion

Overall, the home improvement market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed performance. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is crucial to closely monitor market trends, understand consumer preferences, and optimize their product offerings and marketing strategies accordingly. Looking ahead, the market is likely to continue evolving, with potential growth opportunities in areas such as smart home technology and sustainable home improvement products. Merchants should focus on creating engaging content on TikTok to showcase their products' unique features and benefits, and collaborate with video bloggers to increase brand visibility and drive sales.