Introduction

In the global consumer landscape, the women's shoes market holds significant importance. It is a constantly evolving sector with diverse consumer demands. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that enables brands and merchants to showcase their women's shoes products in an innovative way, connecting with a large and diverse audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the women's shoes market in the US is substantial. The market size has been witnessing steady growth over the years, driven by factors such as changing fashion trends, increasing consumer awareness about footwear quality, and the need for different types of shoes for various occasions. Consumer demand changes have been notable, with a growing preference for both stylish and comfortable shoes. For instance, there has been a surge in demand for casual sneakers and warm winter boots in recent times. Integrating the existing data, we can see that the market is highly competitive, with numerous brands vying for the attention of consumers.

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 women's shoes presented various trends. The GMV Gross Merchandise Volume for women's shoes was $230.16 million. However, it experienced a quarter-on-quarter QoQ decline of 25.89%. The sold count was 91,100, with a QoQ decrease of 21.15%. Among the top-selling products, we had items like the EVELLYHOOTD Braided Leather Outdoor Suede Slippers Women's Mini Platform Boots with Fluffy Fur Lining Short Ankle Boots for Autumn Winter Warm Walking Shoes, which sold 4,855 units and had a GMV of $175,200 with a QoQ decline of 8.18%. Another popular product was the Women's 2024 Street Fluffy Fur Snow Boots, Soft Warm Mid-calf Boots for Autumn & Winter, Platform Slip-on Winter Shoes Back To School Gifts, Boots for Women, Fall Outfits, Fall Freshness, Fall Footwear, Walking Shoes, which sold 2,999 units and had a GMV of $110,700 with a QoQ growth of 31.86%. The popularity of these products can be attributed to factors such as their stylish designs, suitability for the season, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the women's shoes market on TikTok in the US during the specified week. EVELLYHOOTD had a GMV of $282,700 with a QoQ growth of 3.6% and sold 8,855 units. Their success could be due to their unique product offerings and engaging marketing strategies on the platform. Crocs also had a significant presence with a GMV of $224,300, although it experienced a QoQ decline of 23.66% and sold 4,191 units. Their well-known brand name and diverse product range likely contributed to their sales. DREAM PAIRS had a GMV of $115,300 with a minimal QoQ change of -0.24% and sold 2,536 units. Their consistent performance might be attributed to their reliable product quality and targeted marketing efforts. Devio Fashion showed strong growth with a GMV of $110,700 and a QoQ growth of 31.91%, selling 3,001 units. Their ability to capture the current fashion trends and effectively promote their products on TikTok seems to have played a crucial role in their success.

Conclusion

Overall, the women's shoes market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 presented a mixed picture. While some brands and products experienced growth, others faced declines. For cross-border merchants, it is advisable to closely monitor the latest fashion trends and consumer preferences. They should focus on creating engaging content on TikTok to showcase their products effectively. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainable and comfortable footwear options. Merchants who can adapt quickly to these changes and leverage the power of TikTok's marketing capabilities will be well-positioned to succeed in this competitive market.