Introduction

The women's bags market holds a significant position in the global consumer landscape. It is a constantly evolving sector with diverse consumer demands. In recent years, TikTok has emerged as a powerful platform, especially in the US market. Its unique features such as short video content and wide user reach offer distinct advantages for promoting products like women's bags. Brands and merchants can showcase their products in creative ways, reaching a large number of potential customers.

Category Market Overview

According to various authoritative sources, the women's bags market in the US has been experiencing steady growth over the years. The market size has been expanding, driven by factors such as changing fashion trends, increasing consumer purchasing power, and the need for functional and stylish accessories. Consumer demand for women's bags has also been evolving, with a growing preference for sustainable materials, unique designs, and multi-functional bags. For instance, there is a rising demand for bags that can be used for both work and casual outings.

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 bags category had a total GMV of $211.16 million. However, it experienced a -23.93% quarter-on-quarter QoQ decline. The sold count was 100,800, with a -17.83% QoQ decrease. The average price of the sold bags was $20.94.

Among the top-selling products, the "Women's Fashionable Plain Color Leather Bag, Casual Versatile Handbag with Lock Design, Trendy All-match Handbag for Daily Use, Valentine's Day, Gift for Her" sold 6,047 units, generating a GMV of $114,500 with a -2.07% QoQ change. Another popular product, the "Solid Color Zipper Everything Tote Bags for Women, 2024 Trendy Multi-pocket Portable Shoulder Bag Back To School, Large Capacity Preppy College Bag, Crossbody Bags Gift, Fall Outfits, Fall Freshness" sold 3,962 units and had a GMV of $111,200 with a -5.08% QoQ change. The popularity of these bags can be attributed to their trendy designs, functionality, and suitability for various occasions.

Brand Case Analysis of the Specific Category

Several brands performed well in the women's bags market on TikTok during the specified week. For example, QK BAG had a GMV of $222,800 with a -25.72% QoQ decline. It sold 12,900 units, with an average price of $17.22. CharmBag had a GMV of $191,100 with a -11.31% QoQ decline, selling 9,749 units at an average price of $19.60. Phoinikas also had a notable performance with a GMV of $145,900 and a -1.96% QoQ change, selling 7,103 units with an average price of $20.53.

These brands likely employed various strategies such as creating engaging TikTok content, collaborating with influencers, and offering competitive prices to attract customers. For instance, they might have showcased their bags in trendy outfits or demonstrated their functionality through short videos.

Conclusion

Overall, the women's bags 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 still managed to achieve decent sales, the category as a whole faced a QoQ decline in GMV and sold count. For cross-border merchants, it is advisable to focus on creating unique and trendy designs, leveraging TikTok's video content features to showcase products effectively, and collaborating with popular influencers to increase brand awareness. Looking ahead, the market is likely to continue evolving, with consumer demands for sustainable and multi-functional bags expected to grow further.