Introduction

In the global consumer landscape, the Books, Magazines & Audio market has always held a significant position. It caters to the intellectual and entertainment needs of consumers, constantly evolving with new releases and trends. TikTok, in the US market, has emerged as a powerful platform with unique advantages. Its vast user base and engaging video format provide an excellent opportunity for promoting products in this category, reaching a wide range of potential customers in an innovative way.

Category Market Overview

According to the latest data and information sourced from authoritative websites, the Books, Magazines & Audio market in the US has been showing interesting trends. The market size has been subject to fluctuations, influenced by various factors such as changing consumer preferences and economic conditions. In recent times, there has been a growing trend towards digital content, yet physical books and audio products still maintain a strong presence. Consumer demand has also been shifting, with an increased interest in self-help, survival guides, and children's books, as evidenced by the data we'll analyze further.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the sales performance of the Books, Magazines & Audio category presented a mixed picture. The Gross Merchandise Volume GMV for the category was $174.81 million, with a Quarter-on-Quarter QoQ decrease of 39.68%. The total sold count was 66,800, also showing a QoQ decline of 39.9%.

Looking at the top-selling products, "Forgotten Home Apothecary : 250 Powerful Remedies at Your Fingertips | Lost Herbal Remedies | Holistic Wellness" had a sold count of 26,800 and a GMV of $84.72 million, with a 5.06% QoQ growth in GMV. Another popular product, "No Grid Survival Projects | SHTF Prepping, Off-grid Living & Homesteading Information | Survive a World without Electricity | 288 Pages Soft Cover", sold 9,364 units with a GMV of $29.67 million and a -8.84% QoQ change in GMV. The popularity of these products can be attributed to the current consumer interest in holistic wellness and survival-related topics. Products like "HEAL. GROW. LOVE. selfhelp book life changing attached book personal growth atomic habits 2018" also saw significant growth, with a 182.23% increase in GMV, indicating a rising demand for self-help literature.

Brand Case Analysis of the Specific Category

Among the top-performing brands and stores in the Books, Magazines & Audio market on TikTok US during this period, "The Lost Skills" stood out with a GMV of $99.5 million, despite a QoQ decrease of 38.73%. They had a sold count of 31,300, with an average price of $31.81 and a sold count ratio of 56.92%. Their success might be due to their curated selection of products that resonate with TikTok users' interests.

"Book & Mortar" had a GMV of $8.06 million with a -22.31% QoQ change. They sold 4,276 units, with a large number of products available 7,851, indicating a wide range of offerings. "Pierre Jeanty" showed an impressive growth with a 65.66% increase in GMV to $2.8 million, selling 1,405 units. Their strategy of engaging content and targeted marketing on TikTok might have contributed to this growth.

Conclusion

Overall, the Books, Magazines & Audio market on TikTok in the US during the analyzed week had its challenges with a decline in GMV and sold count on a QoQ basis. However, certain products and brands managed to perform well, especially those catering to emerging consumer interests like self-help and survival topics.

For cross-border merchants, it is advisable to closely monitor these trends and focus on products that have shown growth potential. Creating engaging content on TikTok, collaborating with popular video bloggers, and offering a diverse range of products can help capture the attention of the US market. Looking ahead, the market is likely to continue evolving, with digital content potentially gaining more prominence, and consumer preferences for specific genres and topics continuing to shift.