Introduction

The Lights & Lighting market plays a crucial role in the global consumer landscape. With the increasing focus on home decor, outdoor activities, and safety, the demand for various lighting products has been on the rise. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their lighting products in an engaging and creative way, reaching a vast audience of potential customers who are actively looking for trendy and useful items.

Category Market Overview

According to authoritative sources, the Lights & Lighting market in the US has witnessed significant growth in recent years. The market size has expanded steadily, driven by factors such as new housing constructions, renovation projects, and the growing popularity of outdoor and ambient lighting. Consumer demand has also evolved, with a greater emphasis on energy-efficient, smart, and multi-functional lighting solutions. For instance, LED lights have become extremely popular due to their long lifespan and low energy consumption. Additionally, motion sensor lights and those with adjustable brightness settings are highly sought after for convenience and security purposes.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Lights & Lighting category had a Gross Merchandise Volume GMV of $143.52 million. However, it experienced a quarter-on-quarter QoQ decline of 20.92%. The total sold count was 69,400, with a QoQ decrease of 17.98%. The average price of the sold products was $20.67, and the sold count ratio was 45.37%.

Looking at the top-selling products, 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" led the sales with 3,179 units sold and a GMV of $47,600, achieving a remarkable QoQ growth of 123.8%. The popularity of this product can be attributed to its multi-functionality, being both a flashlight and a power bank, which is highly convenient for outdoor activities. Another popular product was the "LED Motion Sensor Cabinet Light for Fall, Under Cabinet Closet Light, Waterproof LED Strip Light for Kitchen, Bathroom, Closet, Hallway, Stairway & Garage, Wall Mounted LED Lights for Home, LED Lights Bedroom, Summer Essentials" with 2,979 units sold and a GMV of $20,300, although it had a QoQ decline of 54.86%.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Lights & Lighting market on TikTok US during this period, Govee.US had a GMV of $163,900 with a QoQ decline of 10.1%. They sold 2,668 units, had 40 products in their inventory, and 17 of them were sold. With 91 video bloggers promoting their products, their average price was $61.42, and the sold count ratio was 11.42%. The brand's success can be partly attributed to its wide range of smart lighting products that appeal to tech-savvy consumers.

DTONG also performed exceptionally well, with a GMV of $47,600 and a significant QoQ growth of 123.8%. They sold 3,179 units, had only 1 product in their inventory which was sold 1 time. With 33 video bloggers, their average price was $14.97, and the sold count ratio was 3.32%. Their success was mainly due to the popularity of their specific product which offered great value for money and met the needs of outdoor enthusiasts.

Conclusion

Overall, the Lights & Lighting market on TikTok in the US during the analyzed week showed a mixed performance. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is crucial to focus on product innovation and functionality to meet the evolving consumer demands. They should also leverage the power of TikTok by collaborating with video bloggers to increase product visibility. Looking ahead, the market is expected to continue evolving with a greater emphasis on smart and sustainable lighting solutions. Merchants who can adapt quickly to these trends are likely to succeed in this competitive landscape.