How to Choose the Right Product to Sell: What the Top TikTok Shops Are Doing Right

One of the biggest questions for new and growing TikTok Shop sellers is this: how to choose the right product to sell? If you're tempted to launch with a full catalog, hold that thought. Recent data from Charm reveals that many of the top-performing TikTok Shops are thriving by doing the opposite—they're winning big by going all in on a single product.

According to U.S. TikTok Shop sales data between September 2024 and February 2025, many of the top 25 brands generate the majority of their revenue from just one hero SKU. In fact, for brands like Daily Life, GoPure, and Goli Nutrition, a single item accounts for nearly or over one-third of their total revenue. That’s a clear, data-backed answer to the question of how to choose the right product to sell on TikTok.

The Power of a Single Product Strategy

Looking at brands like Daily Life ($12M of $13M total sales) and GoPure ($5.9M of $13M), it’s evident that starting with a tight focus works. These sellers drove over 90% and 45% of their total revenue, respectively, through one hero product. Their success highlights a clear advantage: a single standout product allows you to:

• Simplify your content strategy around one clear message
• Optimize logistics, fulfillment, and customer service
• Concentrate your ad spend and community-building on one conversion path

And it’s not just these two—this pattern holds across the board:

• Goli Nutrition: Their flagship product brought in $19M out of $46M in total TikTok Shop sales. This vitamin brand showcases how consistency and familiarity drive repeat purchases.
• wavytalk: Known for hair styling tools, wavytalk’s lead product earned $12M of their $27M in total sales—clear proof that beauty gadgets that show visual transformations perform exceptionally well.
• The Lost Skills: This brand leaned into nature-based education and sold $10M of their $22M total revenue through a single, standout educational kit—perfect for the TikTok crowd that loves learning in bite-sized formats.
• MaryRuth’s: With $8.9M from one product out of $20M total, this supplement brand aligned with the wellness-first mindset of younger TikTok audiences.
• Merach Fitness: $8.2M of their $17M in sales came from one piece of fitness equipment, reinforcing the appeal of at-home wellness products.
• BetterAlt: Their best-selling product contributed $5.7M of $15M total sales, again validating the one-product focus in the competitive nutrition space.
• O Positiv: With $8.5M of their $14M revenue tied to one hero product, this brand tapped into a clear need in women's health and positioned it with precision.
• AnuaStore: $6M of $13M came from one top-seller, showing how simplicity can outperform breadth even in skincare.

Across all of these examples, the evidence is overwhelming: a single hero product isn't limiting—it’s liberating. It streamlines operations, sharpens messaging, and makes your TikTok content strategy exponentially easier to scale. That’s the secret behind how to choose the right product to sell—you don’t need many. You just need one that delivers.

What These Brands Have in Common

Brands like wavytalk, The Lost Skills, and O Positiv are not just pushing random trending items. The top products fueling their US TikTok sale success share several traits:

• They solve a clear, relatable problem (think daily health, grooming, personal care)
• They’re visually engaging and easy to demonstrate in a short-form video
• They perform well in creator-driven content, making it easier to get influencers to promote your product naturally

So if you're wondering how to choose the right product to sell, look for something that aligns with TikTok’s content-first, influencer-led discovery model.

Focus Beats Variety on TikTok

It’s tempting to believe that more products equal more opportunity—but the top TikTok Shops are proof that less is often more. A narrowed-down strategy not only makes it easier to control your operations, but it also strengthens your presence in the TikTok algorithm, which rewards repeat exposure to strong-performing content.

Whether you're launching supplements, skincare, or lifestyle items, your priority should be crystal clear: figure out how to choose the right product to sell, then build your entire TikTok strategy around that hero SKU.

Why One Product Could Be Your Best TikTok Growth Strategy

The fastest-growing TikTok brands aren’t trying to be everything to everyone. They’re focused, calculated, and laser-sharp about choosing one product and going all in. Want to stand out? Start by getting one thing right.

Want more expert-backed insights to help you launch smarter on TikTok Shop? Download the full report here and learn the five things you need to nail before your first product goes live.