Introduction

In the global consumer landscape, the shoes market holds significant importance. It is a constantly evolving sector with diverse consumer demands. With the rise of digital platforms, TikTok has emerged as a powerful medium in the US, offering unique advantages for promoting and selling shoes. Its vast user base and engaging content format provide an excellent opportunity for shoe brands to reach a wide audience and showcase their products in an innovative way.

Category Market Overview

The shoes market in the US is substantial and has been experiencing various trends. According to recent data from authoritative sources, the market size has been growing steadily, driven by factors such as changing fashion trends, increasing consumer awareness of comfort and functionality, and the growth of online shopping. Consumer demand has been shifting towards more versatile and stylish footwear options, with a particular focus on athletic and casual shoes. This trend is also reflected in the TikTok US market, where shoes-related content garners significant attention.

Sales Situation of the Specific Category

Analyzing the sales performance of shoes on TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, we observe some interesting patterns. The total GMV Gross Merchandise Volume for shoes was $170.12 million, with a significant quarter-on-quarter QoQ decline of -47.25%. The sold count was 69,700, also showing a QoQ decrease of -48.66%.

Looking at the top-selling products, the "Men's Lace Up Low Top Anti Piercing & Anti Smashing Safety Shoes with Rotating Button, Contrast Mesh Work Shoes, for Outdoor Work, Footwear, Shoes for Healthcare Workers, Fall Outfits, Fall Freshness" sold 3,795 units, generating a GMV of $119,900 with a QoQ growth of 8.46%. The "Women's Fashion Leopard Print Lace Up Low Top Sneakers, Casual Comfortable Sports Running Shoes, Female All-match Round Toe Shoes for Daily Wear" sold 3,493 units and had a GMV of $34,800 with a QoQ growth of 70.62%.

The popularity of these products can be attributed to factors such as their unique designs, functionality, and the ability to meet specific consumer needs. For example, the safety shoes are suitable for outdoor work and healthcare settings, while the leopard print sneakers offer a trendy and comfortable option for daily wear.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the shoes market on TikTok US during this period, Crocs had a GMV of $130,900 with a QoQ decline of -68.1% and sold 2,790 units. Their "Crocs Women's Getaway H-Strap Platform Sandals" were among the popular products, selling 780 units and generating a GMV of $32,400 with a QoQ growth of 170.53%.

HeyDude also performed well, with a GMV of $92,000 and a QoQ decline of -7.62%. Their "HEYDUDE Austin Lift - Womens Comfortable Slip on Platform Mules" sold 1,217 units and had a GMV of $99,800 with a QoQ growth of 93.25%.

These brands have been successful on TikTok through strategies such as creating engaging video content, collaborating with influencers, and highlighting the unique features of their products. For instance, Crocs' platform sandals are known for their comfort and style, which they effectively showcase through TikTok videos.

Conclusion

Overall, the shoes market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 showed a mixed picture. While some products and brands experienced growth, the overall market faced a decline in GMV and sold count. For cross-border merchants, it is advisable to focus on product innovation, creating engaging content, and collaborating with influencers to boost sales. Looking ahead, the market is likely to continue evolving, with trends such as increased demand for sustainable and technologically advanced footwear expected to gain prominence.