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Guide to TikTok’s Best Shops & Popular Products

Lesley Mailman
June 4, 2024
Dernière mise à jour le
tiktok shop blog header

Navigating TikTok Shops offers an exciting and interactive shopping experience. The spontaneity of discovering new products is as enjoyable as watching the entertaining content itself. 

Over the years, TikTok has morphed from a platform for short form videos to a vibrant marketplace featuring TikTok Shops, where users can buy products directly through videos and livestreams. This feature merges entertainment with e-commerce, allowing users to discover and purchase trending items like beauty gadgets, fashion and home goods as they scroll through their feeds. 

The TikTok algorithm tailors these discoveries to provide a personalized and interactive shopping experience. This guide explores how to navigate TikTok Shops, highlighting popular products and offers tips from top brands that use this feature. Whether new to TikTok or a regular user, this guide will enhance your online shopping experience.

What’s the Difference Between TikTok Shop and Showcase?

Before we discuss brands and their top-selling products on TikTok Shop, let's clarify the difference between TikTok Shop and TikTok Showcase. These are two distinct features within the TikTok platform, each tailored to enhance different aspects of your social commerce and content promotion strategies.

Qu'est-ce que TikTok Shop ?

TikTok Shop is an integrated e-commerce platform within TikTok that allows users, brands and creators to sell products directly on the app. Users can browse and purchase products through in-feed videos, live streams, and the Showcase tab. It enables direct transactions within the app, providing a seamless shopping experience from product discovery to checkout.

What is TikTok Showcase?

TikTok Showcase, on the other hand, is more focused on advertising and brand promotion. It's designed to highlight branded content, allowing businesses to display either a selection or all of their products from TikTok Shop or products across multiple shops.

Promotional campaigns within TikTok Showcase can include featured videos or strategically-placed advertisements to gain maximum visibility and engagement from the target audience. Additionally, the Product Showcase feature enhances the shopping experience by allowing customers to purchase directly from a seller’s or creator's account. This feature is represented by a shopping bag icon on a TikTok account’s profile page, where customers can easily browse and purchase products from brands or creators with just a few taps.

tiktok shop tab on tiktok profile
Image credit: @homegoodsshop

Both features are essential to TikTok’s strategy of blending content with commerce. While TikTok Shop focuses on making direct sales easier, TikTok Showcase aims to boost brand exposure and marketing.

How To Access TikTok Shop

If you're in one of the select countries — Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States or Vietnam — where TikTok Shop is currently available, accessing it is fairly straightforward. Here’s how you can get started: 

  1. Download the App: The first basic step is to ensure you have the TikTok app installed on your smartphone. TikTok Shop is integrated into the app, so you need an active TikTok account to access it.
  2. Navigate the Interface: Once you open TikTok, tap on the 'Discover' tab. Look for the shopping bag icon, which often appears on this page, especially if you've shown interest in products before.
  3. Explore Product Videos: As you scroll through your FYP or explore specific TikTok hashtags, you’ll see videos tagged with a shopping bag icon in the bottom-left corner. These videos are linked directly to TikTok Shop items.
  4. Visit Profiles with Shops: Many influencers and brands have their own TikTok shops set up on their profiles. Visit their profiles and tap on the shopping bag icon to view all the products they have listed.
  5. Use the Search Feature: You can also use the search bar to look up specific items or browse categories within TikTok Shop. Typing keywords related to what you’re searching for will pull up relevant product videos and shops. 
  6. Live Shopping: Keep an eye out for live streams that feature shopping. These are interactive sessions where hosts sell products live, and you can purchase in real-time by following the prompts on the screen.

By following these steps, you can easily access TikTok Shop and explore the vast array of products available at your fingertips. If you're interested in setting up your TikTok Shop, we provide a detailed step-by-step guide to walk you through the process.

Most Popular TikTok Products To Sell

TikTok Shop is now a hotspot for discovering and purchasing the latest trending items. As users engage with content that seamlessly integrates entertainment with shopping, certain products have surged in popularity, driven by their viral appeal and practicality. Below, we explore the most popular product categories that consistently capture the attention of TikTok users in all regions during the last month.

The data provided here is approximate and sourced from TikTok — it shouldn’t be used as a definitive benchmark for the success of your TikTok Shop performance. In this context, ‘popularity’ refers to how often a product or subcategory is featured in creatives. Click-through rate (CTR) represents the percentage of ad views that result in clicks, while conversion rate (CVR) measures the percentage of clicks that lead to a desired action, such as a purchase or an app download, for example.


The Perfume category encompasses several subcategories including ‘beauty and personal care’ and ‘makeup and perfume.’ Over the past year, Perfume has consistently emerged as the most popular category across all regions, maintaining the highest average monthly popularity. Notably, in December of the past year, the average ad spend for this category soared to 24 million, a significant increase from the usual range of 11-16 million. This indicates a larger investment from this industry into TikTok Shop ads during the holiday season.

  • Popularity: 94K Ads featuring this product 
  • CTR: 1.33%
  • Conversion rate: 5.62%

Cases, Screen Protectors and Stickers

Rising in popularity, phone accessories have claimed the second most popular spot this past month, overtaking serums and essences for the first time. This category includes subcategories such as phones and electronics, specifically focusing on cases, screen protectors and stickers. Typically, around 2 million is spent monthly on ads for this category. However, in January, spending increased to 3 million, likely aiming to target consumers who acquired new phones during Boxing Day sales or received them as holiday gifts. The conversion rate is among the highest for Phone accessory's top categories and among top categories, indicating that the targeted ad spending is effectively resonating with consumers. 

  • Popularity: 81K Ads featuring this product 
  • CTR: 2.74%
  • Conversion rate: 39.9%

Serums & Essences 

The categories of Serums & Essences, Beauty and Personal Care, and Skincare have consistently been among the most popular and sought-after on TikTok Shop, attracting significant user engagement and interest. Despite the higher price point of serums and essences, these products' conversion rate has grown over the past few months, while ad spending has remained relatively steady. This trend may suggest an improved alignment in advertising messaging, resonating more effectively with the target audience.

  • Popularity: 65K Ads featuring this product 
  • CTR: 0.88%
  • Conversion rate: 10.64%

Shampoo & Conditioner

The shampoo and conditioner category, encompassing subcategories such as Beauty and Personal Care and Haircare and Styling, consistently ranks among the top three in terms of the number of ads on TikTok. This market is typically a frontrunner, although it was recently surpassed by Serums & Essences this past month. This shift highlights the dynamic nature of consumer interests and marketing trends on the platform.

  • Popularity: 62K Ads featuring this product 
  • CTR: .99%
  • Conversion rate: 9.59%

Moisturizers and Mists

The Moisturizers and Mists category, part of the broader Beauty and Personal Care umbrella that includes Skin Care, Moisturizers and Mists, shares a similar trait with perfume: a lower conversion rate compared to other popular categories. This trend can be attributed to these product’s higher price points, which may deter impulse purchases, unlike more affordable items like phone cases or essential products such as shampoo. The relatively higher cost of moisturizers and mists makes them less likely to be bought impulsively, influencing their overall conversion rates on the platform.

  • Popularity: 57K Ads featuring this product 
  • CTR: 1.5%
  • Conversion rate: 5.46%


The T-shirt category spans several subcategories, including Men's Wear and Underwear and Men’s Tops and T-shirts. This sector performs strongly, likely driven by the significant presence of male shoppers, who, according to statistics, are as active, if not more so, than female shoppers in the online space. This underscores the importance of strategically targeting this demographic on platforms like TikTok. By focusing on this group, brands can capitalize on existing trends and significantly enhance engagement and conversion rates among this key audience.

  • Popularity: 57K Ads featuring this product 
  • CTR: 2.18%
  • Conversion rate: 13.46%

Most Viewed Products on TikTok 

While specialty power tools may not be featured in many ads, making them less 'popular' in terms of products marketed on TikTok, they boast the highest click-through rate (CTR) of all product categories for April. Remarkably, despite their limited presence, the popularity of ads featuring specialty power tools has surged by approximately 58%. Impressively, about 43% of viewers clicked on the ads when they appeared, indicating a strong interest in this category.

Best Selling Products on TikTok 

Several categories achieve a remarkable 100% effectiveness when examining the conversion rate. Top performers include compact discs, drinking utensils, emergency kits, puzzles, label printers, and cheese and cheese powder. 

These products are low-cost, low-decision-making buys but also lend themselves well to creating entertaining content. For instance, label printers are easy to sell with satisfying cleaning and organizing videos, while cute drinking utensils frequently star in visually appealing coffee-making TikToks.

How Luxury and Higher-End Brands Can Leverage TikTok Shop

Price point can be a significant challenge for luxury brands considering TikTok Shop as part of their e-commerce strategy. Leading names like Gucci, Moncler, and Louis Vuitton have successfully leveraged TikTok to enhance brand awareness and engagement, yet they have not fully embraced the TikTok Shop feature. Instead, these high-end brands typically use TikTok for marketing purposes and to drive traffic to their primary online stores.

To capitalize on their substantial follower base and high engagement rates, these brands should consider testing TikTok Shop with their most accessible products, such as beauty items and perfumes. Almost all luxury brands have a perfume line, and given the popularity of this category on TikTok, setting up a shop to sell directly to millions of fans and followers could be highly effective. This strategy would work best when paired with a targeted TikTok marketing campaign directing viewers to the TikTok Shop.

This approach can also be applied to other luxury items like makeup, serums, and affordable accessories. Many users utilize the 'low to high' sort feature on luxury brand websites, indicating a demand for more accessible price points. By offering these entry-level products on TikTok Shop, luxury brands can convert engagement into sales while maintaining their exclusive brand image.

What Is TikTok Shop Product Certification?

TikTok Shop Product Certification is a process designed by TikTok to ensure that products sold through its platform meet specific standards of quality and authenticity. This certification helps build trust among buyers, ensuring that the products purchased through TikTok Shop are reliable and as described.

Here’s how it works:

  1. Seller Verification: TikTok requires sellers to undergo a verification process. This step ensures that only legitimate businesses and verified individuals can sell products on the platform.
  2. Product Inspection: Products may be subject to inspection or testing to verify that they match the descriptions and images provided in the listings. This helps to maintain a consistent level of quality and prevent misrepresentations.
  3. Compliance with Standards: The certification process also involves checking that the products comply with local regulations and safety standards. This is particularly important for items like electronics, cosmetics and children’s products.
  4. Enhance Visibility: Products that receive certification may have enhanced visibility on the platform. This can include features in prominent sections of the TikTok Shop or special tags that indicate verified status.
  5. Consumer Confidence: By purchasing certified products, consumers can feel more confident about the quality and safety of their purchases, knowing that TikTok has vetted these items.

Overall, TikTok Shop Product Certification aims to create a safer and more trustworthy shopping environment by ensuring that all products sold meet high quality and compliance standards.

UK TikTok Shop Cross-Border Seller Registration Guidelines 

TikTok has specific guidelines tailored to the regulations of each country. For instance, the UK has distinct legal compliance requirements for online operations. If your brand’s TikTok shop is not established in the UK but you wish to sell to UK customers, the following information is crucial. 

Brands that wish to sell in other countries should consult the standard TikTok Shop Seller Registration Guidelines. These guidelines are updated periodically, so it is important to check regularly to ensure ongoing compliance.

Registration guidelines for selling in the UK if your brand is not established in the UK:

  1. General Principles:
    • Provide accurate business information, including legal name, address, phone number, email, and beneficial owners.
    • The information must be in an accepted language and personal data handled per TikTok’s Privacy Notice.
    • Completing registration doesn’t guarantee eligibility to sell all product categories. Sellers must comply with TikTok’s Prohibited and Restricted Product Guidelines.
  2. Eligibility:
    • Must be a corporate entity in the resident country; private individuals are not accepted.
    • One verified business entity can register up to five seller accounts on TikTok Shop.
  3. Business Information:
    • Adhere to TikTok Shop Registration Guidelines for shop name, contact information, and bank account details.
  4. Additional Requirements:
    • VAT Number: Provide a valid VAT number if liable for VAT registration in the UK.
    • Certificate of Incorporation: Submit a valid certificate of incorporation or business license from the resident country.
    • Credit Card/Bank Statements or Utility Bills: Submit recent (within 90 days) credit card statements, bank statements, or utility bills in the business name matching registration details.
    • Legal Representative Verification: Provide an identity document of an authorized representative and a recent photo showing the representative holding the ID.
    • Invitation Code: Enter a valid invitation code, available from the account manager.

To register as a cross-border seller on TikTok Shop, sellers must have a return location in the UK. Due to regulatory changes, they may be required to provide additional information and TikTok will conduct periodic audits that might necessitate updated documentation. These guidelines ensure that cross-border sellers meet the necessary legal and operational standards to sell on TikTok Shop in the UK.

How Brands Are Using TikTok Shops

With TikTok Shops, brands can seamlessly integrate their e-commerce strategies with engaging social media content. The feature allows companies to connect directly with consumers through interactive and instantly shoppable videos, transforming how brands approach digital marketing and sales. As TikTok continues to dominate the social landscape, more brands leverage this tool to drive brand awareness and conversion rates. Below, we explore how several prominent brands like ELF, Tarte, K18 and Revolve make the most of TikTok Shops and the unique strategies each uses to captivate and convert audiences.


ELF's TikTok Shop prominently displays its beauty products through viral content, effectively harnessing the power of social media trends. Additionally, their use of TikTok tags helps categorize user-generated content (UGC) that features their wide range of products, facilitating easy discovery and learning for potential customers. Brand posts are strategically linked directly to their shop, enhancing user engagement and streamlining the shopping experience by making it simple for viewers to purchase products directly from the videos.

Elf creates a winning combination by collaborating with celebrities to enhance their brand visibility while simultaneously offering a seamless shopping experience for products featured in their videos. This strategic approach works on two levels: one, by attracting attention with a celebrity like Megan Trainor, and two, by simplifying the path to purchase, effectively converting viewers into customers directly from the content.

meghan trainor holding up elf lip oil
Image credit: @elfyeah


Tarte utilizes its TikTok Shop to feature a gallery of trending products, which are highlighted in creative and appealing ways.

tarte tiktok shop landing page
Image credit: @tartecosmetics

They also maintain a dedicated page on their website that focuses on products featured on TikTok with executive specials and promotions, drawing in fans of the brand using unique offers. 

tarte cosmetics website landing page
Image credit: Tarte


K18 leverages TikTok Shops by integrating its products into engaging, educational videos that showcase real-time results that resonate with the platform’s beauty and haircare enthusiasts. By collaborating with influencers and utilizing TikTok’s algorithm to reach targeted audiences, K18’s TikTok presence drives sales to their TikTok Shop and boosts brand visibility through this dynamic social commerce feature.

K18 hair tiktok shop products tab
Image credit: @k18hair


Revolve uses TikTok Shops to highlight its trendy fashion collections through captivating influencer marketing, like videos that blend seamlessly with TikTok’s engaging and entertaining content style. By leveraging the platform's powerful algorithm and interactive features, Revolve effectively drives sales, reaching fashion-forward audiences directly and enhancing their online shopping experience.

revolve tiktok shop landing page
Crédit d'image : @revolve

Is It Safe To Buy From TikTok Shop?

Buying from TikTok Shop is generally considered safe, especially when dealing with well-known and reputable brands such as Revolve and others mentioned in the post. These established companies have a proven track record of customer service and product quality, offering a reliable and secure shopping experience.

However, TikTok Shop also features a wide range of vendors, and not all may have the same level of credibility. As with any online shopping platform, it’s wise for users to research when purchasing from lesser-known sellers. Here are a few tips to ensure a safe transaction:

  1. Check Seller Ratings and Reviews: Before making a purchase, look at the seller’s ratings and read through customer reviews to gauge their reliability and the quality of their products.
  1. Review Product Details Carefully: Pay close attention to the product descriptions, specifications and image sizes to ensure they meet your expectations.
  1. Understand Return and Refund Policies: Be aware of the seller's return policy and the process for returning the product.
  1. Secure Payments: Ensure that your payment information is processed securely. TikTok Shop provides a platform for transactions, but it's equally important to check that you're on a secure connection before making a payment.
  1. Be Aware of Additional Charges: Some purchases may incur additional costs such as shipping fees, taxes, or international duty (if applicable), which consumers should consider before finalizing their purchase.

By taking these precautions, users can navigate TikTok Shop more safely and make informed decisions about which vendors to trust, enhancing their overall shopping experience.

Transform Your TikTok Strategy with Dash Hudson Insights

Elevate your TikTok presence with Dash Hudson's comprehensive suite of tools, designed to refine and enhance your social media strategy. Dive into detailed TikTok Insights to understand how your content performs against industry benchmarks, giving you a clearer picture of what resonates with your audience.

Stay ahead of the curve by utilizing Dash Hudson's Trending Sounds feature, which identifies the most popular audio clips currently making waves on TikTok. This tool allows you to tap into the zeitgeist, incorporating trending sounds that can increase your content's reach and engagement.

In addition, with Social Analytics and Monitoring, keep a pulse on your brand’s social health. This tool helps you track your performance across multiple metrics, providing real-time feedback on engagement rates, viewer demographics, and content efficacy. By harnessing these insights, you can make data-driven decisions that significantly boost your visibility and impact on TikTok.

Together, these tools offer a powerful way to optimize your TikTok strategy, ensuring you stay relevant and competitive.

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