Not every category grows at the same pace within TikTok Shop, and understanding that difference is half the battle for anyone choosing where to focus. The most recent public data shows fashion up 154% and beauty up 151% (source: Central do Varejo) among the categories that stood out most in the platform's first year of operation in Brazil — impressive figures even considering that the market as a whole had already been growing 102 times in average daily GMV (source: TikTok Newsroom).
Besides fashion and beauty, categories such as home and decor, pet, low-ticket electronics and food often appear among the products with the highest volume of videos and engagement — precisely because they are categories with strong visual appeal and high compatibility with TikTok's "discovery shopping" format.
The important detail here is that "trending category" does not mean "any product in that category will sell". Within fashion, for example, there may be one specific accessory sub-niche pulling the average up while the rest of the category stays flat. That is why looking at the category's aggregate data is only the first filter — the second, more important filter is to look product by product within it, comparing individual growth and sales volume.
A good strategy for those deciding where to enter is: first, map the categories with a sustained growth trend (not an isolated spike); second, within them, rank the individual products by real growth; third, cross that with the level of competition (how many shops already sell that item) to find the sweet spot between proven demand and space still available.
Explore the ranking of trending categories and products on TikTok Shop, updated daily on Vellum Lens.
