Introduction

The eyewear market has been witnessing significant growth in the global consumer landscape. With the increasing awareness of eye protection and the role of eyewear as a fashion accessory, it has become a lucrative segment. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling eyewear brands to showcase their products in creative and engaging ways, thus influencing consumer purchasing decisions.

Category Market Overview

According to recent data and information sourced from authoritative websites, the eyewear market in the US has been on an upward trend. The market size has been expanding steadily, driven by factors such as changing fashion trends, increased screen time leading to a higher demand for blue light glasses, and the growing popularity of outdoor activities spurring the need for sunglasses. Consumer demand has also evolved, with a preference for stylish yet functional eyewear. For instance, there is a rising demand for trendy frames that can be worn both for fashion and for specific activities like driving or working on computers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week, the eyewear category exhibited diverse sales performance. The top-selling products included items like "Tortoise Shell Pattern Flat Top Sunglasses for Women, Sun Protection Sunglasses for Men, Trends 2024 for Outdoor Activities Back To School Fall Streetwear" with 1783 units sold and a GMV of $6757.57, showing a 9.99% GMV growth quarter-on-quarter. Another popular product was the "CHROME HEART Blue Light Glasses for Men and Women with Cross Square Frame, Unisex Lightweight Anti-dust Eyeglasses" which had 1698 units sold and a GMV of $13,600, with a remarkable 46.51% GMV growth qoq. The popularity of these products can be attributed to their trendy designs, functionality such as sun protection or blue light blocking, and effective marketing on TikTok. Many of these products were showcased in engaging videos by influencers, which caught the attention of a wide range of consumers.

Brand Case Analysis of the Specific Category

Several brands stood out in the eyewear market on TikTok during the 06 week. For example, SOLOSE had a GMV of $43,900 with 3673 units sold, although it experienced a -1.43% GMV qoq. They likely have a wide product range that appeals to different consumer segments. DAX Eyewear had a GMV of $20,900 with 529 units sold and a -16% GMV qoq. Their higher average price point of $39.50 might target a more niche market. On the other hand, Topfoxx had a GMV of $20,300 with 343 units sold and a 12.37% GMV qoq growth. Their success could be due to effective marketing strategies and product features that resonate with consumers. These brands utilize TikTok's platform to showcase their products through videos, collaborate with influencers, and engage with their target audience to drive sales.

Conclusion

Overall, the eyewear market on TikTok in the US during the 06 week showed a mix of trends. While some brands faced challenges with declining GMV qoq, others experienced significant growth. For cross-border merchants, it is crucial to focus on product design that combines style and functionality, as well as leveraging TikTok's marketing capabilities through influencer collaborations and engaging video content. Looking ahead, the market is expected to continue evolving with new trends emerging, such as more advanced lens technologies and unique frame designs. Merchants need to stay updated and adapt their strategies accordingly to succeed in this competitive landscape.