Understanding TikTok Shop Pricing by Category: What the Average Price by Category Tells Us

Knowing your category’s average price is a crucial starting point when creating a pricing strategy. This insight helps you build a realistic pricing plan that balances buyer expectations with profit margins. Based on recent Charm TikTok Shop data (Sept 1, 2024–Feb 28, 2025), five core product categories reveal the trends shaping TikTok’s impulse-driven shopping ecosystem.

Why Category-Based Pricing Matters

The majority of TikTok Shop purchases are unplanned. That means your pricing plan category must act as an immediate green light for buyers. When shoppers are browsing, they’re subconsciously comparing prices with what they’ve seen before, especially within a category. 

If the price is too high, you risk losing attention to more familiar or competitively priced alternatives. If the price is too low, you sacrifice margin or unintentionally signal that the product is lower quality. Using the average price by category as a benchmark allows you to stay visible, credible, and conversion-ready without guesswork.

Average Price by Category Breakdown

The list reflects what TikTok shoppers are currently willing to spend across different niches, and it offers a helpful reference when setting your own price point. Think of them as the starting line for crafting your pricing plan category based on real consumer behavior and market expectations.

1. Beauty Category — $16.77

Beauty thrives on TikTok thanks to its visual appeal and fast payoffs. At an average price under $17, the category hits the sweet spot for impulse buys. If your product is priced higher, you’ll need compelling packaging, transformation-based content, and creator support to justify the increase. This pricing plan category also rewards innovation, whether it's unique ingredients, dual-use formulas, or eye-catching packaging.

2. Health Category — $24.36

Health commands the highest average price among the five categories, showing that buyers are more willing to invest in supplements, functional beverages, and wellness tech. Consumers expect credibility here, so a strong pricing plan category in health means including elements like verified claims, certifications, and creator endorsements. The higher pricing also reflects repeat-purchase behavior, so brands should highlight daily use or long-term benefits.

3. Womenswear & Underwear — $16.94

Fashion moves fast, and so does this category. A near-$17 average shows that TikTok shoppers are ready to buy affordable, trendy apparel with minimal hesitation. This pricing plan category benefits from urgency—using creator hauls, styling tips, and limited-time offers can drive strong conversions. Bundles (e.g., multi-packs or mix-and-match sets) also work well when priced around the category average.

4. Sports & Outdoors — $21.04

Buyers in this category are looking for utility, not just aesthetics. This average price places sports and outdoor gear in a mid- to premium-tier zone, which means your product should deliver clear value in terms of durability, performance, or versatility. TikTok demos, reviews from niche creators, or user-generated content showing real-life application can help justify prices in this pricing plan category.

5. Phones & Electronics — $16.86

Surprisingly, the average price here remains under $17, not because of smartphones, but because of affordable accessories like chargers, holders, or earbuds. This pricing plan category depends on perceived utility and novelty. Tech brands should focus on problem-solving features, quick-use tutorials, and showcasing everyday convenience to stay competitive at this price point.

What TikTok Pricing Benchmarks Reveal About Buyers

No matter what you’re selling, aligning your pricing with category expectations is one of the smartest moves you can make. Understanding your pricing plan category helps your product feel relevant and competitively placed, especially in a marketplace dominated by fast, impulse-driven buying decisions. These average prices aren’t fixed rules—they’re valuable indicators that reveal how customers perceive value in your niche.

Let this data be the foundation of a pricing strategy that balances visibility, trust, and profit. The better you position your product within its pricing plan category, the better your chances of capturing attention and converting shoppers.

Want more insights backed by real TikTok Shop performance data? Download the full report to strengthen your pricing strategy with precision.