Introduction

The household appliances market plays a crucial role in the global consumer landscape. With the increasing focus on convenience and comfort in daily life, the demand for various household appliances has been on the rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages for promoting and selling household appliances. Its vast user base and engaging video content format allow brands and merchants to showcase their products in an innovative and appealing way, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the household appliances market in the US has witnessed significant growth in recent years. The market size has been expanding steadily, driven by factors such as population growth, increasing household income, and a growing preference for modern and efficient appliances. Consumer demand has also been evolving, with a greater emphasis on energy-efficient, smart, and multi-functional appliances. For instance, there has been a surge in the demand for cordless vacuum cleaners and smart kitchen appliances that can be controlled via mobile apps.

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 household appliances showed interesting patterns. The total GMV for household appliances was $326.47 million. However, it experienced a qoq quarter-on-quarter decline of 33.57%. The sold count was 74,300, with a qoq decrease of 40.5%. Among the top-selling products, the Eureka Cordless Wet Dry One Hard Floor Cleaner with Self System stood out, with 3,447 units sold and a GMV of $532,200, showing a remarkable qoq growth of 673.57%. The popularity of this product could be attributed to its convenience of being cordless, its ability to clean various surfaces, and its effectiveness in dealing with sticky messes. Another popular product was the Phueut Pressurized Handheld Multi-Surface Natural Steam Cleaner, which sold 5,364 units with a GMV of $222,300. The multi-purpose functionality of this steam cleaner, suitable for home, kitchen, and car use, likely contributed to its sales.

Brand Case Analysis of the Specific Category

EurekaUS had an impressive performance during the week, with a GMV of $440,800 and a qoq growth of 350.71%. They sold 2,948 units of their products. Their success might be due to their effective marketing strategies on TikTok, such as creating engaging video content that showcases the features and benefits of their appliances. Homeika, on the other hand, had a GMV of $149,500 with a qoq decline of 47.63%. They sold 1,519 units. It could be that they need to reevaluate their marketing approach or product offerings to regain momentum. Phueut-Official also had a significant presence, with a GMV of $145,600 and a qoq decline of 35.29%. They sold 3,711 units, indicating that their product has a certain level of popularity but might need to work on improving their sales growth.

Conclusion

Overall, the household appliances market on TikTok in the US during the analyzed week had its ups and downs. While some products and brands showed remarkable growth, others faced challenges. For cross-border merchants, it is essential to focus on product features that meet the evolving consumer demands, such as energy efficiency and multi-functionality. They should also invest in creating engaging video content to showcase their products effectively on TikTok. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on smart and sustainable household appliances. Merchants who can adapt to these trends and leverage the power of TikTok's platform are likely to succeed in this competitive market.