{
 "slug": "how-much-do-the-top-three-brands-take-in-each-tiktok-shop-category",
 "title": "How Much Do the Top Three Brands Take in Each TikTok Shop Category?",
 "h1": "How much do the top three brands take in each TikTok Shop category?",
 "group": "Brands and concentration",
 "description": "The top three brands take 15% of tracked revenue in Phones & Electronics and 71% in Tools & Hardware (30 days to 19 October).",
 "kicker": "Study · TikTok Shop US brands",
 "answer": "In the 30 days to 19 October 2026 the top three brands took between 15% of revenue in Phones & Electronics and 71% in Tools & Hardware, across 18 categories with 15 or more tracked brands. The median category gives its top three brands 30%, and 9 of 18 categories give them 30% or more.",
 "stats": [
  {
   "id": "stat-high",
   "claim": "The top three brands take 71.5% of tracked revenue in Tools & Hardware, the most concentrated of 18 categories (30 days to 19 October 2026)."
  },
  {
   "id": "stat-low",
   "claim": "The top three take 14.8% in Phones & Electronics, the least concentrated (30 days to 19 October 2026)."
  },
  {
   "id": "stat-median",
   "claim": "The median category gives its top three brands 30.1% of revenue (30 days to 19 October 2026)."
  },
  {
   "id": "stat-half",
   "claim": "It takes 1 brands in Tools & Hardware and 30 in Beauty & Personal Care to make half of a category's tracked revenue."
  },
  {
   "id": "stat-above",
   "claim": "9 of 18 categories give their top three brands 30% or more of tracked revenue (30 days to 19 October 2026)."
  }
 ],
 "sections": [
  {
   "id": "top3",
   "heading": "Where three brands dominate",
   "text": "Tools & Hardware is the most concentrated (71% to its top three, 24 brands) and Phones & Electronics the least (15%, 60 brands). Categories with fewer brands tend to be more concentrated.",
   "chart": {
    "id": "chart-top3",
    "type": "hbars",
    "fmt": "pct",
    "title": "Top-three brand share by category",
    "caption": "Share of a category's tracked brand revenue earned by its three biggest brands, for the 10 most concentrated categories with 15 or more brands, 30 days to 19 October 2026.",
    "items": [
     [
      "Tools & Hardware",
      0.7149294322970123,
      "24 brands"
     ],
     [
      "Textiles & Soft Furnishings",
      0.5702551990866491,
      "19 brands"
     ],
     [
      "Household Appliances",
      0.5498439378673287,
      "27 brands"
     ],
     [
      "Computers & Office Equipment",
      0.4067032303177042,
      "15 brands"
     ],
     [
      "Home Supplies",
      0.39705132191334935,
      "37 brands"
     ],
     [
      "Shoes",
      0.3801179450333417,
      "32 brands"
     ],
     [
      "Home Improvement",
      0.3384978741694827,
      "19 brands"
     ],
     [
      "Food & Beverages",
      0.32471378546416063,
      "19 brands"
     ],
     [
      "Sports & Outdoor",
      0.3238069343576187,
      "66 brands"
     ],
     [
      "Automotive & Motorcycle",
      0.2791741197627709,
      "24 brands"
     ]
    ]
   },
   "table": {
    "headers": [
     "Category",
     "Brands",
     "Est. revenue",
     "Top brand",
     "Top three",
     "Top ten"
    ],
    "rows": [
     [
      "Tools & Hardware",
      "24",
      "$41.56M",
      "50.1%",
      "71.5%",
      "86.4%"
     ],
     [
      "Textiles & Soft Furnishings",
      "19",
      "$18.62M",
      "37.5%",
      "57.0%",
      "84.6%"
     ],
     [
      "Household Appliances",
      "27",
      "$34.50M",
      "24.7%",
      "55.0%",
      "78.8%"
     ],
     [
      "Computers & Office Equipment",
      "15",
      "$8.41M",
      "15.0%",
      "40.7%",
      "82.1%"
     ],
     [
      "Home Supplies",
      "37",
      "$24.70M",
      "27.6%",
      "39.7%",
      "60.4%"
     ],
     [
      "Shoes",
      "32",
      "$42.41M",
      "19.8%",
      "38.0%",
      "68.5%"
     ],
     [
      "Home Improvement",
      "19",
      "$15.66M",
      "14.8%",
      "33.8%",
      "74.9%"
     ],
     [
      "Food & Beverages",
      "19",
      "$10.49M",
      "13.5%",
      "32.5%",
      "73.0%"
     ],
     [
      "Sports & Outdoor",
      "66",
      "$63.63M",
      "22.2%",
      "32.4%",
      "54.0%"
     ],
     [
      "Automotive & Motorcycle",
      "24",
      "$11.44M",
      "12.8%",
      "27.9%",
      "62.0%"
     ],
     [
      "Collectibles",
      "26",
      "$11.86M",
      "8.9%",
      "23.7%",
      "57.0%"
     ],
     [
      "Health",
      "71",
      "$61.51M",
      "10.4%",
      "22.0%",
      "44.4%"
     ],
     [
      "Menswear & Underwear",
      "42",
      "$27.22M",
      "7.6%",
      "21.6%",
      "51.4%"
     ],
     [
      "Fashion Accessories",
      "65",
      "$37.35M",
      "9.3%",
      "20.0%",
      "41.4%"
     ],
     [
      "Beauty & Personal Care",
      "231",
      "$241.18M",
      "12.0%",
      "19.9%",
      "32.5%"
     ],
     [
      "Furniture",
      "54",
      "$34.99M",
      "6.7%",
      "19.4%",
      "44.2%"
     ],
     [
      "Womenswear & Underwear",
      "167",
      "$188.22M",
      "8.0%",
      "15.7%",
      "32.6%"
     ],
     [
      "Phones & Electronics",
      "60",
      "$36.44M",
      "5.5%",
      "14.8%",
      "35.8%"
     ]
    ]
   }
  },
  {
   "id": "structure",
   "heading": "Who takes the rest in the biggest categories",
   "text": "In the 8 biggest categories the top brand takes 6% to 50% of revenue. The brands ranked 4 to 10 take 13% to 30%.",
   "chart": {
    "id": "chart-structure",
    "type": "stack100",
    "title": "Brand ranks and revenue in the biggest categories",
    "caption": "Share of a category's tracked revenue by brand rank (top brand, ranks 2 and 3, ranks 4 to 10, all other brands), 8 biggest categories, 30 days to 19 October 2026.",
    "rows": [
     [
      "Beauty & Personal Care",
      {
       "a": 0.12032448969065411,
       "b": 0.0785716429923465,
       "c": 0.12641949313122136,
       "d": 0.674684374185778
      }
     ],
     [
      "Womenswear & Underwear",
      {
       "a": 0.07995980439228503,
       "b": 0.07740959136183342,
       "c": 0.16839710132161068,
       "d": 0.6742335029242709
      }
     ],
     [
      "Sports & Outdoor",
      {
       "a": 0.22212230131027014,
       "b": 0.10168463304734857,
       "c": 0.21629720202237696,
       "d": 0.45989586362000434
      }
     ],
     [
      "Health",
      {
       "a": 0.10372523153650234,
       "b": 0.1166094335334244,
       "c": 0.22403349382021978,
       "d": 0.5556318411098535
      }
     ],
     [
      "Shoes",
      {
       "a": 0.19807634852854034,
       "b": 0.18204159650480134,
       "c": 0.30447376655617625,
       "d": 0.3154082884104821
      }
     ],
     [
      "Tools & Hardware",
      {
       "a": 0.500514623833796,
       "b": 0.21441480846321637,
       "c": 0.14939729585505268,
       "d": 0.13567327184793498
      }
     ],
     [
      "Fashion Accessories",
      {
       "a": 0.09261906208863273,
       "b": 0.10762311669585252,
       "c": 0.21401793772155436,
       "d": 0.5857398834939604
      }
     ],
     [
      "Phones & Electronics",
      {
       "a": 0.055152052287438226,
       "b": 0.0932920287449204,
       "c": 0.2099932226085,
       "d": 0.6415626963591414
      }
     ]
    ],
    "keys": [
     [
      "a",
      "Top brand",
      "aff"
     ],
     [
      "b",
      "Brands 2-3",
      "own"
     ],
     [
      "c",
      "Brands 4-10",
      "show"
     ],
     [
      "d",
      "All other",
      "k4"
     ]
    ],
    "label_w": 146,
    "legend_x": 8
   },
   "table": {
    "headers": [
     "Category",
     "Top brand",
     "Brands 2 and 3",
     "Brands 4 to 10",
     "All other"
    ],
    "rows": [
     [
      "Beauty & Personal Care",
      "12.0%",
      "7.9%",
      "12.6%",
      "67.5%"
     ],
     [
      "Womenswear & Underwear",
      "8.0%",
      "7.7%",
      "16.8%",
      "67.4%"
     ],
     [
      "Sports & Outdoor",
      "22.2%",
      "10.2%",
      "21.6%",
      "46.0%"
     ],
     [
      "Health",
      "10.4%",
      "11.7%",
      "22.4%",
      "55.6%"
     ],
     [
      "Shoes",
      "19.8%",
      "18.2%",
      "30.4%",
      "31.5%"
     ],
     [
      "Tools & Hardware",
      "50.1%",
      "21.4%",
      "14.9%",
      "13.6%"
     ],
     [
      "Fashion Accessories",
      "9.3%",
      "10.8%",
      "21.4%",
      "58.6%"
     ],
     [
      "Phones & Electronics",
      "5.5%",
      "9.3%",
      "21.0%",
      "64.2%"
     ]
    ]
   }
  },
  {
   "id": "half",
   "heading": "How many brands it takes to make half",
   "text": "Half of the tracked revenue in Tools & Hardware sits with 1 brands; in Beauty & Personal Care it takes 30.",
   "chart": {
    "id": "chart-half",
    "type": "hbars",
    "fmt": "num",
    "title": "Brands needed to make half of a category's revenue",
    "caption": "Smallest number of brands that together make half of a category's tracked revenue, for the 10 categories where it takes the most brands, 30 days to 19 October 2026.",
    "items": [
     [
      "Beauty & Personal Care",
      30,
      "of 231 brands"
     ],
     [
      "Womenswear & Underwear",
      26,
      "of 167 brands"
     ],
     [
      "Phones & Electronics",
      17,
      "of 60 brands"
     ],
     [
      "Fashion Accessories",
      15,
      "of 65 brands"
     ],
     [
      "Health",
      13,
      "of 71 brands"
     ],
     [
      "Furniture",
      13,
      "of 54 brands"
     ],
     [
      "Menswear & Underwear",
      10,
      "of 42 brands"
     ],
     [
      "Sports & Outdoor",
      9,
      "of 66 brands"
     ],
     [
      "Collectibles",
      9,
      "of 26 brands"
     ],
     [
      "Automotive & Motorcycle",
      8,
      "of 24 brands"
     ]
    ]
   },
   "table": {
    "headers": [
     "Category",
     "Brands",
     "Brands that make half"
    ],
    "rows": [
     [
      "Beauty & Personal Care",
      "231",
      "30"
     ],
     [
      "Womenswear & Underwear",
      "167",
      "26"
     ],
     [
      "Phones & Electronics",
      "60",
      "17"
     ],
     [
      "Fashion Accessories",
      "65",
      "15"
     ],
     [
      "Health",
      "71",
      "13"
     ],
     [
      "Furniture",
      "54",
      "13"
     ],
     [
      "Menswear & Underwear",
      "42",
      "10"
     ],
     [
      "Sports & Outdoor",
      "66",
      "9"
     ],
     [
      "Collectibles",
      "26",
      "9"
     ],
     [
      "Automotive & Motorcycle",
      "24",
      "8"
     ],
     [
      "Home Supplies",
      "37",
      "7"
     ],
     [
      "Shoes",
      "32",
      "6"
     ],
     [
      "Food & Beverages",
      "19",
      "6"
     ],
     [
      "Computers & Office Equipment",
      "15",
      "5"
     ],
     [
      "Home Improvement",
      "19",
      "5"
     ],
     [
      "Textiles & Soft Furnishings",
      "19",
      "3"
     ],
     [
      "Household Appliances",
      "27",
      "3"
     ],
     [
      "Tools & Hardware",
      "24",
      "1"
     ]
    ]
   }
  }
 ],
 "meaning": [
  [
   "For brands",
   "In Tools & Hardware the top three hold 71% of tracked revenue and it takes 1 brands to make half. In Phones & Electronics they hold 15% and it takes 17, so revenue is spread more widely."
  ],
  [
   "For affiliates",
   "In concentrated categories a few brands set the price and the creative. Where the top three hold under 30%, revenue is spread across many brands, so more offers are worth checking."
  ],
  [
   "For sellers",
   "Check your category's top-three share before you plan share of voice: it runs from 15% to 71% across categories, with a median of 30%."
  ]
 ],
 "faq": [
  [
   "Which TikTok Shop category is dominated by a few brands?",
   "Tools & Hardware: its top three brands take 71% of tracked revenue, among categories with 15 or more brands."
  ],
  [
   "Which TikTok Shop category is the most competitive?",
   "Phones & Electronics, where the top three take only 15% and 17 brands make half of the revenue."
  ],
  [
   "How much do the top three brands take in a typical category?",
   "A median of 30% of tracked revenue in the 30 days to 19 October 2026."
  ],
  [
   "How is a brand's category decided?",
   "By its main category as the source files it. Storefronts of one brand are merged first."
  ],
  [
   "Why only categories with 15 or more brands?",
   "Shares are not meaningful when a category has a handful of brands, so smaller categories are left out."
  ]
 ],
 "method": "The shop pool holds every shop with $250K or more of estimated revenue in 30 days that the source returned for 29 search characters across 6 revenue bands (1,337 shops; storefronts of one brand are merged, leaving 1,070 brands). A category needs 15 or more tracked brands to appear. Shops the source flags as price-suspect are dropped, and their revenue is in no figure here. Category is the shop's main category as the source files it. Totals are sums over these tracked brands, not the size of the market. Pulled 21 October 2026, data to 19 October 2026.",
 "pool": {
  "kind": "shops",
  "n": 1337,
  "brands": 1070,
  "revenue": 981232090,
  "floor": 250000,
  "dataEnd": "2026-10-19",
  "retrievedOn": "2026-10-21"
 },
 "numbers": {
  "categories": 18,
  "brands": 998,
  "highestTop3": 0.7149,
  "lowestTop3": 0.1484,
  "medianTop3": 0.3015,
  "categoriesOver30": 9,
  "fewestForHalf": 1,
  "mostForHalf": 30
 },
 "csv": {
  "headers": [
   "category",
   "brands",
   "est_revenue_usd",
   "top_brand_share_pct",
   "top3_share_pct",
   "top10_share_pct",
   "brands_for_half"
  ],
  "rows": [
   [
    "Tools & Hardware",
    24,
    41564340,
    50.1,
    71.5,
    86.4,
    1
   ],
   [
    "Textiles & Soft Furnishings",
    19,
    18621540,
    37.5,
    57.0,
    84.6,
    3
   ],
   [
    "Household Appliances",
    27,
    34499080,
    24.7,
    55.0,
    78.8,
    3
   ],
   [
    "Computers & Office Equipment",
    15,
    8409080,
    15.0,
    40.7,
    82.1,
    5
   ],
   [
    "Home Supplies",
    37,
    24700560,
    27.6,
    39.7,
    60.4,
    7
   ],
   [
    "Shoes",
    32,
    42407890,
    19.8,
    38.0,
    68.5,
    6
   ],
   [
    "Home Improvement",
    19,
    15657410,
    14.8,
    33.8,
    74.9,
    5
   ],
   [
    "Food & Beverages",
    19,
    10494750,
    13.5,
    32.5,
    73.0,
    6
   ],
   [
    "Sports & Outdoor",
    66,
    63628100,
    22.2,
    32.4,
    54.0,
    9
   ],
   [
    "Automotive & Motorcycle",
    24,
    11443790,
    12.8,
    27.9,
    62.0,
    8
   ],
   [
    "Collectibles",
    26,
    11860010,
    8.9,
    23.7,
    57.0,
    9
   ],
   [
    "Health",
    71,
    61508660,
    10.4,
    22.0,
    44.4,
    13
   ],
   [
    "Menswear & Underwear",
    42,
    27219740,
    7.6,
    21.6,
    51.4,
    10
   ],
   [
    "Fashion Accessories",
    65,
    37352570,
    9.3,
    20.0,
    41.4,
    15
   ],
   [
    "Beauty & Personal Care",
    231,
    241181160,
    12.0,
    19.9,
    32.5,
    30
   ],
   [
    "Furniture",
    54,
    34988000,
    6.7,
    19.4,
    44.2,
    13
   ],
   [
    "Womenswear & Underwear",
    167,
    188219570,
    8.0,
    15.7,
    32.6,
    26
   ],
   [
    "Phones & Electronics",
    60,
    36444700,
    5.5,
    14.8,
    35.8,
    17
   ]
  ]
 },
 "related": [
  "how-concentrated-is-tiktok-shop-brand-revenue",
  "how-much-tiktok-shop-revenue-comes-from-affiliates",
  "video-vs-live-share-by-tiktok-shop-category"
 ],
 "ask": "In [my category] on TikTok Shop US, how much do the top 3 brands take of 30-day revenue, and which brands beat the category's change in the last 7 days?",
 "adds": [
  [
   "Your category's top 3",
   "List the top 3 TikTok Shop US brands in [my category] by 30-day revenue and the share of the category they take."
  ],
  [
   "Challenger brands",
   "Which TikTok Shop US brands in [my category] ranked outside the top 10 but changed 30% or more above their category in the last 7 days?"
  ],
  [
   "Subcategory view",
   "Repeat the top-three share for the TikTok Shop US subcategory [subcategory]."
  ],
  [
   "A leader up close",
   "Show how [leader brand] earns on TikTok Shop US: channel split, top products and the creators behind its sales."
  ]
 ],
 "og": [
  [
   "71%",
   "top-three share in Tools & Hardware"
  ],
  [
   "15%",
   "top-three share in Phones & Electronics"
  ],
  [
   "30%",
   "median category top-three share"
  ]
 ],
 "measured": [
  "estimated brand revenue by category",
  "top-three brand share",
  "brands needed for half of revenue"
 ],
 "dock": [
  "In [my category] on TikTok Shop US, how much do the top 3 brands take of 30-day revenue, and which brands beat the category's change in the last 7 days?",
  "Which TikTok Shop categories are dominated by a few brands?",
  "How competitive is my TikTok Shop category?"
 ],
 "schema": 1,
 "retrievedOn": "2026-10-21",
 "dataEnd": "2026-10-19",
 "window": {
  "start": "2026-09-20",
  "end": "2026-10-19",
  "days": 30
 },
 "source": "TokConnect Shop Analytics (TikTok Shop US). Revenue and units are estimates: units follow TikTok's sold counter and revenue is units times the listed price."
}