Introduction

The hardware market has always held a significant position in the global consumer landscape. With the continuous development of technology and the increasing demand for home improvement and DIY projects, the hardware category has witnessed steady growth. TikTok, as a leading social media platform in the US, offers unique advantages for promoting hardware products. Its vast user base and engaging video content format enable brands and merchants to showcase their hardware offerings in an innovative and visually appealing way, reaching a wide range of potential customers.

Category Market Overview

According to authoritative sources, the US hardware market has been expanding steadily in recent years. The market size has shown a consistent upward trend, driven by factors such as population growth, housing market developments, and the increasing popularity of home renovation activities. Consumer demand for hardware products has also evolved, with a greater emphasis on quality, functionality, and convenience. For instance, there is a growing preference for smart hardware solutions that can be integrated with home automation systems. Analyzing the available data, we can see that the hardware market on TikTok in the US is also mirroring some of these broader trends, with an increasing number of users engaging with hardware-related content.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the hardware category exhibited diverse sales performance. The top-selling product was the "Alien Draft Seal Insulation Tape - Transparent Silicone Weather Stripping for Door & Window, Under-Door Draft Stopper, Bottom & Side Seal As Seen On TV flex tape", with a sold count of 5326 and a GMV of $83,900, showing an impressive GMV qoq growth of 91.41%. This product's popularity could be attributed to its practical application in home insulation and draft prevention, which are common concerns for homeowners. Another notable product was the "Silicone Gap-Seal for Fall, Easy-Clean & Oil-Resistant Countertop & Stove Gap-Cover, Waterproof & Heatproof Gap-Seal for Kitchen, Birthday Gifts, Grocery List Ideas", although it had a sold count of 2916 and a GMV of $7530.99 with a -24.08% GMV qoq growth. Overall, the sales growth of different hardware products varied significantly, depending on factors such as product functionality, marketing efforts, and consumer needs.

Brand Case Analysis of the Specific Category

Several brands stood out in the US hardware market on TikTok during the analyzed week. Bell and Howell had an outstanding performance with a GMV of $88,800 and a GMV qoq growth of 91.19%, selling 5655 units. Their success could be due to their wide range of hardware products and effective marketing strategies on the platform. Rhino USA also had a significant presence, with a GMV of $37,600 and a 16.95% GMV qoq growth. They sold 557 units, mainly focusing on products like retractable ratchet straps. Vevor store and vevor shop also had considerable sales figures, with GMVs of $36,600 and $14,700 respectively. These brands likely benefited from their established reputations and the ability to showcase their products' features through engaging TikTok videos, attracting customers and driving sales.

Conclusion

In conclusion, the hardware market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. Some products and brands experienced significant growth, while others faced challenges. For cross-border merchants, it is crucial to understand these market dynamics. They should focus on promoting products that address common consumer needs, such as home improvement and convenience. Additionally, creating engaging video content to showcase product features and benefits can help increase brand visibility and drive sales. Looking ahead, we can expect the hardware market on TikTok to continue evolving, with an increasing emphasis on smart and innovative hardware products, as consumer preferences for advanced home solutions continue to grow.