Top TikTok Channels by Category: What Product Content Dominates U.S. Sales

When it comes to top TikTok channels driving category sales, one format leads across nearly every vertical: pre-recorded videos. From Beauty & Personal Care to Sports & Outdoor, short-form video remains the go-to content format for generating conversions on TikTok Shop.

Based on Charm U.S. TikTok Shop category sales data from May 2024 to April 2025, pre-recorded video is responsible for the majority of sales volume in all but one product category.

What the Data Shows

Across key verticals, the breakdown of sales channels is consistent—pre-recorded video outperforms both live stream on TikTok and TikTok shop tab browsing.

These numbers reveal that top TikTok channels for conversion are overwhelmingly video-first. With the exception of Collectibles—where live stream leads—pre-recorded videos deliver the bulk of revenue across every other category.

Here’s a look at the dominant sales channels across major categories:

• Beauty & Personal Care: 63% of sales in this category come from pre-recorded videos, indicating that this is the most effective format for product discovery and conversion. Live stream contributes 23%, and 15% of sales are from the shop tab.
• Womenswear & Underwear: 62% of purchases are driven by pre-recorded content. Live streaming accounts for 17%, and shop tab browsing generates 21% of sales.
• Health: Pre-recorded videos drive 61% of sales, with live stream making up a strong 31%. The shop tab only contributes 8%, showing it's a less effective channel in this category.
• Sports & Outdoor: Sales are led by pre-recorded video at 60%, followed by live stream at 24%, and shop tab at 16%.
• Phones & Electronics: 58% of sales come from pre-recorded video, while live stream accounts for 26%, and the shop tab provides 16%.
• Fashion Accessories: Pre-recorded video accounts for 54% of sales, the lowest among these categories except Collectibles. Live stream generates 12%, while the shop tab sees a relatively high 33%.
• Household Appliances: 56% of sales are from pre-recorded video, with live stream performing strongly at 32%. The shop tab drives only 12%.
• Collectibles: This is the only category where live stream dominates, contributing 58% of sales. The shop tab and pre-recorded video follow at 33% and 9%, respectively.
• Home Supplies: Pre-recorded video leads at 55%, followed by 18% from live stream and 27% from the shop tab.
• Menswear & Underwear: Pre-recorded videos drive 61% of sales, live stream accounts for 11%, and shop tab contributes 28%.

Why Pre-Recorded Content Wins

Pre-recorded content leads across most TikTok categories because it’s built for scale. These videos don’t depend on live attendance, and they surface naturally in the For You feed—making discovery seamless. They're reusable, easy to optimize, and can be tested for performance over time.

Sellers can script, edit, and refine messaging in a way that's not possible with live streams. More importantly, they meet the shopper in their comfort zone: passive, scroll-based exploration. With more than half of category sales driven by this format, pre-recorded video has become the baseline for success in TikTok commerce.

The Role of Live Stream on TikTok

While pre-recorded video dominates most categories, live stream on TikTok holds meaningful share—especially in Collectibles (58%) and Household Appliances (32%). These formats create urgency, allow real-time Q&A, and enable promotional events. TikTok sellers should use live streaming as a high-impact boost around launches, holidays, or campaigns.

How the TikTok Shop Tab Compares

Across all categories, the TikTok shop tab accounts for less than 33% of category sales. In fact, in seven of the ten categories, it contributes less than 20%. This reflects a clear shift in consumer behavior: shoppers are no longer browsing—they're buying directly from content they trust and engage with in their feed.

• Pre-recorded videos are now the most powerful tool in a seller’s playbook, driving more than half of all category sales on TikTok Shop.
• Live stream on TikTok remains highly valuable for brands looking to create urgency, offer exclusives, or connect in real time with niche audiences.
• While the TikTok shop tab still has a role, it's no longer the starting point for discovery—it’s a supplement, not the strategy.

To compete effectively, sellers need to lead with high-performing content, not listings. Charm can help you understand what’s working, where you can improve, and how your content stacks up in each category. Request a demo with Charm today to see how your strategy compares to top-performing sellers.