TikTok Shop Statistics 2026: Prices, Discounts and What Sells

Most products on TikTok Shop barely sell. We pulled 6,057 products from TikTok Shop search in the US and UK, and the top 10% had sold about nine in every ten units. More than half had sold fewer than 100.

The products that did sell had something in common. In the US, the ones that showed up in search with a creator's video attached had sold a median of 3,091 units. Plain listings had sold 32.

We ran 60 product searches in each country on 20 October 2026, across 15 categories from makeup to pet supplies, and read the first page of results for each: price, discount, rating, units sold and whether a creator video came with it. TikTok shows a partly different set of products every time you search, so we ran every search twice and pooled the results. It's a snapshot of what shoppers see a month before Black Friday.

Full report: The State of TikTok Shop 2026 on SociaVault Labs has every table, the full method and the dataset, which is free to download.

Key findings

• A few products take almost all the sales. The top 10% of products accounted for 91% of units sold in the US and 89% in the UK.
• Most listings sell little. 53% of US products and 52% of UK products had sold fewer than 100 units. That includes 10% of US products and 15% of UK products with no sales showing at all.
• Creator videos go with sales. In the US, almost one search result in four came with a creator video. Those products had sold 97 times as many units as plain listings, and they made up 62% of all units sold.
• The UK discounts more. 51% of UK listings showed a discount, against 31% in the US. One UK listing in ten was 60% or more off.
• Typical prices: $17.30 in the US and £8.83 in the UK. Kitchen products were the most expensive in both countries.
• Cheap didn't mean popular. In every US category, the cheaper half of listings had sold less than the pricier half.

A few products take almost all the sales

Look at the shape. In the US, 43% of products had sold between 1 and 99 units, and another 10% showed no sales count at all. At the other end, 13% had passed 10,000 units. Those few carried the market: the top 10% by units sold accounted for 91% of everything sold across our US sample, and 89% in the UK.

The median product had sold 79 units in the US and 77 in the UK.

If you're thinking about selling on TikTok Shop, that's the number to sit with. Listing a product takes an afternoon. Getting it out of the long tail is the hard part, and most products never do.

Products with creator videos had sold far more

TikTok Shop search mixes two kinds of result. Most are plain product cards. Some show the product inside a creator's video, playing right in the results. In the US, 23% of results looked like that, spread evenly down the page. In the UK, 3%.

The gap is huge, and it isn't one category pulling the average up. In all 15 US categories, products with a creator video had sold at least 16 times as many units as plain listings:

Category (US)	With a creator video	Plain listing
Jewelry and accessories	10,908	5
Womenswear	6,943	35
Makeup	5,613	105
Skincare	4,792	82
Phones and electronics	4,120	68
Hair care	3,575	32
Home	3,320	36
Baby	3,110	34
Health and supplements	2,712	111
Toys	1,828	10
Shoes	1,808	108
Pets	1,348	8
Menswear	1,295	22
Kitchen	716	24
Sports and outdoors	626	11

Median units sold per product. Each category had at least 25 results with a video.

Video results were 23% of US products but 62% of all units sold. Of the 402 US products that had passed 10,000 units, 237 came with a creator video.

What we can't tell you is which way this runs. Creators pick products that already sell, and a product with a few hit videos attracts more of them. So this doesn't mean a video will multiply your sales 97 times. It does mean the products that sell on TikTok Shop in the US are mostly the ones creators make videos about. If nobody is filming yours, you're competing in the long tail. Our guide to finding TikTok Shop affiliate products that sell covers the creator side.

The UK looks different. Only 80 UK products came with a video, so UK search still works more like a catalog.

How often listings show a discount

Nearly a third of US listings showed a discount, meaning an original price above the current one. In the UK it was about half.

When a US listing was discounted, the median was 41% off, and more than half of discounted US listings sat between 40% and 59% off. UK discounts ran deeper: 46% at the median, and one listing in ten was 60% or more off. In the US, it was about one in a hundred.

Those are listed discounts. The seller sets the "original" price, so a listing showing 50% off may never have sold at the higher one. That's why we'll check prices again in Black Friday week, to see what actually changes.

In the UK, discounts went with sales. In all 15 categories, discounted listings had sold more than full-price ones, often many times more. In the US it was mixed: discounted listings sold more in 8 of 15 categories.

What things cost, category by category

Category	US price	US discounted	US units	UK price	UK discounted	UK units
Makeup	$14.00	24%	883	£4.00	46%	164
Skincare	$17.97	35%	107	£9.58	56%	422
Hair care	$19.55	23%	84	£10.15	60%	61
Health and supplements	$32.47	17%	321	£11.64	78%	516
Womenswear	$18.00	24%	87	£12.82	65%	222
Menswear	$15.95	23%	51	£15.05	50%	128
Shoes	$17.37	43%	194	£11.42	48%	94
Jewelry and accessories	$5.75	32%	13	£5.56	44%	26
Home	$22.82	33%	96	£8.15	50%	98
Kitchen	$35.99	37%	60	£24.40	57%	24
Phones and electronics	$10.98	35%	163	£4.90	44%	96
Toys	$12.16	34%	23	£5.52	52%	49
Pets	$16.41	35%	11	£5.68	43%	33
Baby	$17.28	48%	83	£6.91	38%	51
Sports and outdoors	$21.90	31%	21	£6.99	42%	10

Median price and median units sold per product, and the share of listings showing a discount, from the first page of results for four searches per category.

A few things stand out:

• Makeup was the US best seller by a distance, at 883 units per product. It also had the most creator videos: 38% of US makeup results came with one.
• Supplements cost $32.47 at the median in the US, second only to kitchen, and sold 321 units per product, second only to makeup. In the UK they were the best seller, at 516 units, and 78% of listings showed a discount.
• Jewelry, pets, and sports and outdoors sold least in the US, at 11 to 21 units per product. About a quarter of US jewelry and sports listings showed no sales at all.
• Kitchen was the most expensive category in both countries, and in the UK one of the slowest sellers, at a median of 24 units.

Ratings don't separate products much. About half the products had one, and 70% to 78% of those scored 4.5 or higher. If you lean on reviews to pick products, see how to spot fake reviews on TikTok Shop first.

Cheap didn't mean popular

You might expect the cheapest listings to sell the most. In the US it was the reverse. In all 15 categories, the cheaper half of listings had sold less than the pricier half. Across all US products, listings under $5 had sold a median of 7 units. Listings at $40 or more had sold 1,006.

We can't say why from this data. It fits products with a following, reviews and creator videos behind them pricing higher. What it doesn't support is the idea that a low price on its own gets a product bought.

The UK was flatter. The cheaper half sold less in 12 of 15 categories, and listings at £40 or more sold little, at a median of 26 units.

Search position showed a split too. In the UK, the first ten results for a search had sold a median of 250 to 330 units, against 37 for results below the twentieth. In the US, position made no consistent difference: 88 for the top ten, 82 below the twentieth. With creator videos spread through US results, a strong seller can sit anywhere on the page.

What this means

If you sell on TikTok Shop:

• Plan for the long tail. More than half of listings had sold fewer than 100 units. Test demand before you stock deep.
• Get creators talking about the product. In the US, it's the clearest thing the best sellers had in common. Most brands do it through TikTok Shop's affiliate program.
• Don't race to the bottom on price in the US. The cheaper half of listings sold less in every category.
• In the UK, plan a discount. About half of listings show one, and discounted listings sold more in every category.

If you track competitors: units sold are public on TikTok Shop listings, so you can follow a rival's products week by week. Our TikTok Shop API guide covers the product and shop endpoints.

Before Black Friday: this is the baseline. Black Friday is on 27 November, and we'll check prices again in Black Friday week to see how far they actually fall. For how last year's Black Friday advertising ramped up, see our Meta Ad Library study.

Run the numbers on any search

Each search returns the first page of results, usually about 30 products, for 1 credit. This runs three searches and prints the same figures we used. Results change from one request to the next, so expect different numbers each time you run it. In JavaScript (Node 18 or later, as an .mjs file):

const API = "https://api.sociavault.com/v1/scrape/tiktok-shop/search";
const HEADERS = { "x-api-key": process.env.SOCIAVAULT_API_KEY };

// Lists can come back as arrays or as objects with numbered keys
const asList = (x) => (Array.isArray(x) ? x : Object.values(x ?? {}));
const median = (xs) => {
  const s = [...xs].sort((a, b) => a - b);
  const mid = Math.floor(s.length / 2);
  return s.length % 2 ? s[mid] : (s[mid - 1] + s[mid]) / 2;
};
const pct = (x) => `${Math.round(100 * x)}%`;
const sleep = (ms) => new Promise((resolve) => setTimeout(resolve, ms));

async function shopSearch(query, region = "US") {
  const res = await fetch(`${API}?${new URLSearchParams({ query, region })}`, {
    headers: HEADERS,
  });
  if (!res.ok) throw new Error(`HTTP ${res.status}: ${await res.text()}`);
  const products = asList((await res.json()).data?.products);
  return products
    .map((p) => {
      const price = Number(p.product_price_info?.sale_price_decimal);
      const was = Number(p.product_price_info?.origin_price_decimal);
      return {
        price,
        discount: was > price ? 1 - price / was : null,
        sold: p.sold_info?.sold_count ?? 0, // no count shown means nothing sold yet
        video: p.search_meta?.entrance_form === "search_video_goods_card",
      };
    })
    .filter((item) => Number.isFinite(item.price));
}

for (const query of ["lip gloss", "air fryer", "dog toy"]) {
  const items = await shopSearch(query, "US");
  const discounts = items
    .filter((i) => i.discount !== null)
    .map((i) => i.discount);
  const sold = items.map((i) => i.sold).sort((a, b) => b - a);
  const total = sold.reduce((a, b) => a + b, 0);
  const top = sold
    .slice(0, Math.ceil(sold.length / 10))
    .reduce((a, b) => a + b, 0);
  console.log(
    `${query}: ${items.length} products, median price ${median(items.map((i) => i.price)).toFixed(2)}`,
  );
  console.log(
    `  discounted ${pct(discounts.length / items.length)}, median ${discounts.length ? pct(median(discounts)) : "0%"} off`,
  );
  console.log(
    `  median units sold ${median(sold)}, top 10% hold ${total ? pct(top / total) : "0%"} of units`,
  );
  console.log(
    `  results with a creator video: ${items.filter((i) => i.video).length}`,
  );
  await sleep(1000);
}

And in Python:

import math
import os
import time
from statistics import median

import requests

API = "https://api.sociavault.com/v1/scrape/tiktok-shop/search"
HEADERS = {"x-api-key": os.environ["SOCIAVAULT_API_KEY"]}

def as_list(x):
    # Lists can come back as lists or as dicts with numbered keys
    return list(x.values()) if isinstance(x, dict) else (x or [])

def to_number(value):
    try:
        return float(value)
    except (TypeError, ValueError):
        return None

def pct(x):
    return f"{math.floor(100 * x + 0.5)}%"

def shop_search(query, region="US"):
    r = requests.get(API, headers=HEADERS, params={"query": query, "region": region}, timeout=60)
    r.raise_for_status()
    items = []
    for p in as_list((r.json().get("data") or {}).get("products")):
        price_info = p.get("product_price_info") or {}
        price = to_number(price_info.get("sale_price_decimal"))
        was = to_number(price_info.get("origin_price_decimal"))
        if price is None:
            continue
        items.append({
            "price": price,
            "discount": 1 - price / was if was and was > price else None,
            "sold": (p.get("sold_info") or {}).get("sold_count") or 0,  # no count shown means nothing sold yet
            "video": (p.get("search_meta") or {}).get("entrance_form") == "search_video_goods_card",
        })
    return items

for query in ["lip gloss", "air fryer", "dog toy"]:
    items = shop_search(query, "US")
    discounts = [i["discount"] for i in items if i["discount"] is not None]
    sold = sorted((i["sold"] for i in items), reverse=True)
    total = sum(sold)
    top = sum(sold[: math.ceil(len(sold) / 10)])
    print(f"{query}: {len(items)} products, median price {median(i['price'] for i in items):.2f}")
    print(f"  discounted {pct(len(discounts) / len(items))}, median {pct(median(discounts)) if discounts else '0%'} off")
    print(f"  median units sold {median(sold):g}, top 10% hold {pct(top / total) if total else '0%'} of units")
    print(f"  results with a creator video: {sum(i['video'] for i in items)}")
    time.sleep(1)

A few things that tripped us up. sold_info is missing entirely when a product hasn't sold, so count it as zero rather than skipping the product. Prices come as strings in product_price_info.sale_price_decimal, and origin_price_decimal only appears when the listing shows a discount. Set region to GB for the UK. The full parameter list is on the Shop Search docs page.

How we did it

• Searches: 15 categories with four generic product searches each, such as "lip gloss", "air fryer" and "dog toy", with no brand names. Each ran in the US and UK on 20 October 2026 through SociaVault's TikTok Shop search endpoint, first page of results only.
• Two pulls: TikTok Shop search returns a partly different set of products on each request. Only 40% of the US products in our first pull showed up again in a second pull an hour later, and 27% in the UK. So we ran all 120 searches twice and pooled them: 240 searches and 7,313 results. A few searches came back empty on one pull, and "knife set" returned nothing in the UK both times.
• Products: a product that showed up more than once counts once per country, and once per category in the category tables. That left 3,023 US products from 2,028 sellers and 3,034 UK products from 1,813 sellers.
• Units sold: the lifetime count shown on each listing. TikTok leaves the count off when a product hasn't sold, so a missing count is zero. Only 5 of the 762 products without one had a rating.
• Discounts: a listing counts as discounted when it shows an original price above its current price. Depth is the current price against that original price.
• Creator videos: the result appeared in search as a video card, with the product inside a creator's video.
• Cost: 240 credits.

Each pull on its own told the same story. The top 10% held 93% of US units in one pull and 90% in the other, and US products with a creator video outsold plain listings by about 90 times in both.

The full method and limitations are in the Labs report.

Limits. These are search results, not the whole catalog. TikTok decides what ranks first, and it likely favors products that already sell, so the full long tail is longer than what we saw. Units sold are lifetime counts, so older listings have had more time to sell, and we can't see revenue, returns or refunds. Sellers set their own "original" prices, so a listed discount isn't proof of a past price. The category labels are ours, based on the search terms. The video and price patterns are correlations: creators choose products that already sell, and we can't say videos or prices cause sales. This is one day in two countries.

The overview, category tables and the other breakdowns are in the CSV download. You're free to reuse them with a link back to this page.

Frequently Asked Questions

What sells best on TikTok Shop?

By median units sold per product, makeup in the US, at 883 units, and supplements and skincare in the UK, at 516 and 422. In every US category, products that appeared with a creator video had sold far more than plain listings.

What is the average price of a TikTok Shop product?

The median was $17.30 in the US and £8.83 in the UK. The middle half of US products cost between $8 and $34. Kitchen products were the most expensive in both countries, at $35.99 and £24.40.

Do most TikTok Shop products sell?

Not many. 53% of US products had sold fewer than 100 units, and 10% showed no sales at all. The top 10% of products accounted for 91% of units sold in the US and 89% in the UK.

How big are TikTok Shop discounts?

Nearly a third of US listings and about half of UK listings showed a discount. The median discount was 41% in the US and 46% in the UK. In the UK, 10% of listings were 60% or more off, against 1% in the US.

Do creator videos help sales on TikTok Shop?

In the US, products that appeared with a creator video had sold a median of 3,091 units, against 32 for plain listings, and they made up 62% of all units sold. It's a correlation, since creators pick products that already sell. But the best sellers mostly had videos behind them.

Is TikTok Shop different in the UK?

Yes. Prices were lower, at a median of £8.83, discounts were more common and deeper, and only 3% of search results came with a creator video. In the UK, discounted listings had sold more than full-price ones in every category.

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