Introduction

The women's underwear market holds a significant place in the global consumer landscape. With the increasing focus on comfort, style, and functionality, consumers are constantly seeking new and innovative products in this category. TikTok, especially in the US region, has emerged as a powerful platform that offers unique advantages for promoting and selling women's underwear. Its vast user base, engaging video content format, and targeted marketing capabilities have made it a hotspot for brands and merchants to reach their potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the women's underwear market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing fashion trends, increased awareness of personal hygiene, and the growing influence of social media. Consumer demand has also been evolving, with a greater emphasis on products that offer both comfort and aesthetic appeal. For instance, there has been a rising preference for seamless designs, breathable fabrics, and trendy styles. This shift in demand is reflected in the product offerings available on various e-commerce platforms, including TikTok Shop.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the women's underwear category showed diverse sales performance. The overall GMV Gross Merchandise Volume for the category was $566.68 million, with a quarter-on-quarter QoQ decline of 14.05%. The sold count was 293,800, also experiencing a QoQ decrease of 11.49%. However, several products stood out in terms of sales.

The "Women's Solid Color Zipper Corset Shapewear Top, Girdle Highwaist Tummy Control Shaper Clothes, Waist Trainer Women, Womenswear Sexy Shapewear for Daily Wear, Matt Waist Trainers, Shaper Clothes" had a sold count of 10,600 and a GMV of $143,900, with a significant GMV QoQ growth of 82.6%. This indicates its growing popularity, possibly due to its functionality in providing tummy control and its stylish design that appeals to consumers looking for shapewear for daily wear.

Another product, "THE ORIGINAL! 4 SHADES • SIZE XS - 3XL • MAGIC FLEECE LINED LEGGINGS • CLOSED FOOT LOOKS LIKE PANTYHOSE Winter Comfort Fleece Tights Available in Plus Size and Brown Fur", had a sold count of 8,077 and a GMV of $157,200, with a GMV QoQ growth of 16.84%. The warm and comfortable features of these leggings, along with the variety of shades and sizes available, might have contributed to its good sales performance during the week.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the women's underwear market on TikTok during the analyzed week, SHAPSHE demonstrated strong sales metrics. It had a GMV of $383,700 with a 2.8% GMV QoQ growth and a sold count of 8,368. SHAPSHE's success could be attributed to its range of waist shapewear products that target consumers looking for effective tummy control and body shaping solutions. Their marketing strategy might involve highlighting the quality and functionality of their products through engaging TikTok videos, which could have attracted a significant number of customers.

FeelinGirl LLC also had a notable presence with a GMV of $233,200, although it experienced a 18.31% GMV QoQ decline. With a sold count of 12,500, their product line, which includes wireless sculpt bras and other comfortable lingerie options, seems to have a loyal customer base. However, they might need to reevaluate their marketing and product positioning strategies to reverse the decline in sales.

Conclusion

Overall, the women's underwear market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the category as a whole faced some challenges with a decline in GMV and sold count QoQ, certain products and brands managed to achieve significant growth. For cross-border merchants, it is crucial to closely monitor these market trends and adapt their strategies accordingly. They should focus on offering products that meet the evolving consumer demands for comfort, style, and functionality. Additionally, leveraging TikTok's marketing capabilities effectively, such as through engaging video content and collaborating with popular video bloggers, can help boost sales and brand visibility. Looking ahead, the market is likely to continue evolving, with an expected increase in competition and further refinement of consumer preferences.