{
 "slug": "video-vs-live-share-by-tiktok-shop-category",
 "title": "Video vs LIVE Share by TikTok Shop Category",
 "h1": "Video vs LIVE: how each TikTok Shop category sells",
 "description": "Video made 81% of TikTok Shop US top-product revenue and LIVE 16% in the 30 days to 19 October; LIVE share runs from 5% to 58% by category.",
 "kicker": "Study · TikTok Shop US products",
 "answer": "Video drove 80.8% of the estimated $887.49M that 10,764 top TikTok Shop US products made in the 30 days to 19 October 2026, LIVE 15.6% and the shop tab 3.5%. LIVE share runs from 5.0% in Menswear & Underwear to 57.6% in Collectibles.",
 "stats": [
  {
   "id": "stat-video",
   "claim": "Video made 80.8% of the estimated revenue of 10,764 top TikTok Shop US products in the 30 days to 19 October 2026; LIVE made 15.6% and the shop tab 3.5%."
  },
  {
   "id": "stat-live-high",
   "claim": "Collectibles is the most LIVE-driven large category: 57.6% of its estimated revenue came from LIVE in the 30 days to 19 October 2026."
  },
  {
   "id": "stat-live-low",
   "claim": "Menswear & Underwear is the least LIVE-driven: 5.0% of estimated revenue came from LIVE (30 days to 19 October 2026)."
  },
  {
   "id": "stat-liveled",
   "claim": "9 of 90 subcategories with 20 or more products earn 30% or more of their revenue from LIVE (30 days to 19 October 2026)."
  },
  {
   "id": "stat-products",
   "claim": "4,945 of 10,764 top products made $5,000 or more from LIVE in the 30 days to 19 October 2026."
  }
 ],
 "sections": [
  {
   "id": "overall",
   "heading": "Video sells most things; LIVE is a real second channel",
   "text": "Across 10,764 products with at least $25K of estimated 30-day revenue, video made $717.50M (80.8%), LIVE $138.72M (15.6%) and the shop tab and search $31.29M (3.5%). 4,945 products made $5,000 or more from LIVE.",
   "chart": {
    "id": "chart-split",
    "type": "stack100",
    "title": "Revenue by sales channel, largest categories",
    "rows": [
     [
      "All top products",
      {
       "video": 717503766,
       "live": 138718934,
       "show": 31286973
      }
     ],
     [
      "Beauty & Personal Care",
      {
       "video": 164230676.0,
       "live": 27487689.0,
       "show": 5189781.0
      }
     ],
     [
      "Womenswear & Underwear",
      {
       "video": 131569581.0,
       "live": 15522794.0,
       "show": 1787200.9999999998
      }
     ],
     [
      "Health",
      {
       "video": 43464898.0,
       "live": 11751989.0,
       "show": 2562884.0
      }
     ],
     [
      "Sports & Outdoor",
      {
       "video": 45449499.0,
       "live": 9495931.0,
       "show": 1937477.0
      }
     ],
     [
      "Phones & Electronics",
      {
       "video": 35155547.0,
       "live": 10497670.0,
       "show": 1785595.0000000002
      }
     ],
     [
      "Household Appliances",
      {
       "video": 28365560.0,
       "live": 8992554.0,
       "show": 2248425.0
      }
     ],
     [
      "Shoes",
      {
       "video": 30265803.0,
       "live": 4281591.0,
       "show": 270936.0
      }
     ],
     [
      "Fashion Accessories",
      {
       "video": 29652040.0,
       "live": 3180424.0,
       "show": 1797200.0
      }
     ],
     [
      "Furniture",
      {
       "video": 24197813.0,
       "live": 6811051.0,
       "show": 1842317.0
      }
     ]
    ],
    "keys": [
     [
      "video",
      "Video",
      "video"
     ],
     [
      "live",
      "LIVE",
      "live"
     ],
     [
      "show",
      "Shop tab and search",
      "show"
     ]
    ],
    "caption": "Share of estimated revenue by channel for 10,764 top products and the 9 biggest categories, 30 days to 19 October 2026."
   },
   "table": {
    "headers": [
     "Category",
     "Products",
     "Est. revenue",
     "Video",
     "LIVE",
     "Shop tab and search"
    ],
    "rows": [
     [
      "All top products",
      "10,764",
      "$887.49M",
      "80.8%",
      "15.6%",
      "3.5%"
     ],
     [
      "Beauty & Personal Care",
      "1,887",
      "$196.90M",
      "83.4%",
      "14.0%",
      "2.6%"
     ],
     [
      "Womenswear & Underwear",
      "1,830",
      "$148.88M",
      "88.4%",
      "10.4%",
      "1.2%"
     ],
     [
      "Health",
      "610",
      "$57.78M",
      "75.2%",
      "20.3%",
      "4.4%"
     ],
     [
      "Sports & Outdoor",
      "687",
      "$56.89M",
      "79.9%",
      "16.7%",
      "3.4%"
     ],
     [
      "Phones & Electronics",
      "569",
      "$47.44M",
      "74.1%",
      "22.1%",
      "3.8%"
     ],
     [
      "Household Appliances",
      "334",
      "$39.60M",
      "71.6%",
      "22.7%",
      "5.7%"
     ],
     [
      "Shoes",
      "461",
      "$34.82M",
      "86.9%",
      "12.3%",
      "0.8%"
     ],
     [
      "Fashion Accessories",
      "540",
      "$34.63M",
      "85.6%",
      "9.2%",
      "5.2%"
     ],
     [
      "Furniture",
      "495",
      "$32.85M",
      "73.7%",
      "20.7%",
      "5.6%"
     ]
    ]
   }
  },
  {
   "id": "live-by-category",
   "heading": "LIVE share runs from 5% to 58% across categories",
   "text": "Collectibles gets 58% of its revenue from LIVE; Menswear & Underwear gets 5%. Categories shown have more than $5M of estimated revenue across their top products.",
   "chart": {
    "type": "hbars",
    "fmt": "pct",
    "items": [
     [
      "Collectibles",
      0.5764484672515487,
      "$7.01M revenue"
     ],
     [
      "Home Improvement",
      0.29180749917562104,
      "$18.89M revenue"
     ],
     [
      "Kitchenware",
      0.25272736157096276,
      "$12.69M revenue"
     ],
     [
      "Household Appliances",
      0.2270579775208271,
      "$39.60M revenue"
     ],
     [
      "Phones & Electronics",
      0.2212781968358626,
      "$47.44M revenue"
     ],
     [
      "Furniture",
      0.20736791469086094,
      "$32.85M revenue"
     ],
     [
      "Health",
      0.20340286456994672,
      "$57.78M revenue"
     ],
     [
      "Luggage & Bags",
      0.20262134431581072,
      "$9.51M revenue"
     ],
     [
      "Home Supplies",
      0.1904244782993877,
      "$32.16M revenue"
     ],
     [
      "Food & Beverages",
      0.1765425024691542,
      "$14.08M revenue"
     ]
    ],
    "id": "chart-live",
    "title": "LIVE share of revenue by category",
    "caption": "LIVE share of estimated revenue in the 10 most LIVE-driven categories with more than $5M of revenue, 30 days to 19 October 2026."
   },
   "table": {
    "headers": [
     "Category",
     "Products",
     "Est. revenue",
     "LIVE share",
     "Video share"
    ],
    "rows": [
     [
      "Collectibles",
      "131",
      "$7.01M",
      "57.6%",
      "5.4%"
     ],
     [
      "Home Improvement",
      "264",
      "$18.89M",
      "29.2%",
      "53.7%"
     ],
     [
      "Kitchenware",
      "187",
      "$12.69M",
      "25.3%",
      "70.5%"
     ],
     [
      "Household Appliances",
      "334",
      "$39.60M",
      "22.7%",
      "71.6%"
     ],
     [
      "Phones & Electronics",
      "569",
      "$47.44M",
      "22.1%",
      "74.1%"
     ],
     [
      "Furniture",
      "495",
      "$32.85M",
      "20.7%",
      "73.7%"
     ],
     [
      "Health",
      "610",
      "$57.78M",
      "20.3%",
      "75.2%"
     ],
     [
      "Luggage & Bags",
      "155",
      "$9.51M",
      "20.3%",
      "77.3%"
     ],
     [
      "Home Supplies",
      "477",
      "$32.16M",
      "19.0%",
      "77.8%"
     ],
     [
      "Food & Beverages",
      "197",
      "$14.08M",
      "17.7%",
      "81.0%"
     ],
     [
      "Computers & Office Equipment",
      "151",
      "$10.60M",
      "17.6%",
      "75.5%"
     ],
     [
      "Textiles & Soft Furnishings",
      "210",
      "$24.01M",
      "17.5%",
      "78.5%"
     ],
     [
      "Sports & Outdoor",
      "687",
      "$56.89M",
      "16.7%",
      "79.9%"
     ],
     [
      "Beauty & Personal Care",
      "1,887",
      "$196.90M",
      "14.0%",
      "83.4%"
     ],
     [
      "Tools & Hardware",
      "263",
      "$19.55M",
      "13.6%",
      "83.0%"
     ],
     [
      "Toys & Hobbies",
      "245",
      "$15.69M",
      "13.2%",
      "84.7%"
     ],
     [
      "Shoes",
      "461",
      "$34.82M",
      "12.3%",
      "86.9%"
     ],
     [
      "Pet Supplies",
      "167",
      "$11.02M",
      "11.0%",
      "86.9%"
     ],
     [
      "Automotive & Motorcycle",
      "247",
      "$19.09M",
      "10.6%",
      "87.3%"
     ],
     [
      "Womenswear & Underwear",
      "1,830",
      "$148.88M",
      "10.4%",
      "88.4%"
     ],
     [
      "Fashion Accessories",
      "540",
      "$34.63M",
      "9.2%",
      "85.6%"
     ],
     [
      "Baby & Maternity",
      "103",
      "$7.33M",
      "8.4%",
      "90.0%"
     ],
     [
      "Menswear & Underwear",
      "400",
      "$26.61M",
      "5.0%",
      "94.3%"
     ]
    ]
   }
  },
  {
   "id": "live-led",
   "heading": "Where LIVE leads",
   "text": "9 subcategories earn 30% or more of their revenue from LIVE. The highest is Refurbished Electronics at 78%. Only subcategories with 20 or more tracked products count.",
   "chart": {
    "type": "hbars",
    "fmt": "pct",
    "items": [
     [
      "Refurbished Electronics",
      0.7754984415057452,
      "41 products"
     ],
     [
      "Sports Collectibles",
      0.6019262499520356,
      "28 products"
     ],
     [
      "Trading Cards & Accessories",
      0.5511488164465376,
      "97 products"
     ],
     [
      "Cookware",
      0.45153880798678875,
      "29 products"
     ],
     [
      "Electrical Equipment & Supplies",
      0.37635414935690786,
      "50 products"
     ],
     [
      "Large Home Appliances",
      0.34888520209471824,
      "30 products"
     ],
     [
      "Phones & Tablets",
      0.3347422233712136,
      "31 products"
     ],
     [
      "Camping & Hiking",
      0.30561402628314965,
      "47 products"
     ],
     [
      "Garden Supplies",
      0.30399436861576534,
      "31 products"
     ]
    ],
    "id": "chart-liveled",
    "title": "LIVE-led subcategories",
    "caption": "The 9 subcategories with the highest LIVE share among those with 20 or more tracked products, 30 days to 19 October 2026."
   },
   "table": {
    "headers": [
     "Subcategory",
     "Products",
     "Est. revenue",
     "LIVE share"
    ],
    "rows": [
     [
      "Phones & Electronics > Refurbished Electronics",
      "41",
      "$4.34M",
      "77.5%"
     ],
     [
      "Collectibles > Sports Collectibles",
      "28",
      "$1.30M",
      "60.2%"
     ],
     [
      "Collectibles > Trading Cards & Accessories",
      "97",
      "$5.21M",
      "55.1%"
     ],
     [
      "Kitchenware > Cookware",
      "29",
      "$2.66M",
      "45.2%"
     ],
     [
      "Home Improvement > Electrical Equipment & Supplies",
      "50",
      "$6.02M",
      "37.6%"
     ],
     [
      "Household Appliances > Large Home Appliances",
      "30",
      "$1.58M",
      "34.9%"
     ],
     [
      "Phones & Electronics > Phones & Tablets",
      "31",
      "$2.75M",
      "33.5%"
     ],
     [
      "Sports & Outdoor > Camping & Hiking",
      "47",
      "$2.79M",
      "30.6%"
     ],
     [
      "Home Improvement > Garden Supplies",
      "31",
      "$1.58M",
      "30.4%"
     ]
    ]
   }
  }
 ],
 "faq": [
  [
   "What share of TikTok Shop sales happens on LIVE?",
   "About 16% of the estimated revenue of 10,764 top products in the 30 days to 19 October 2026. Video made 81% and the shop tab and search 4%."
  ],
  [
   "Which TikTok Shop category sells most on LIVE?",
   "Collectibles: 58% of its estimated revenue came from LIVE in the 30 days to 19 October 2026, among categories with more than $5M of revenue."
  ],
  [
   "Which TikTok Shop categories sell least on LIVE?",
   "Menswear & Underwear (5% from LIVE) was lowest among the large categories in the 30 days to 19 October 2026."
  ],
  [
   "Is video or LIVE better for selling on TikTok Shop?",
   "Video makes most of the money: 81% against 16% for LIVE across 10,764 top products. In categories where LIVE leads (Collectibles is the highest at 58% LIVE) the split changes, so check your own category."
  ],
  [
   "How is the channel split measured?",
   "The source splits each product's estimated revenue into video, LIVE and shop tab and search revenue. We add products up by category. These are estimates built from TikTok sold counts and listed prices."
  ]
 ],
 "method": "The product pool holds 10,764 products with at least $25K of estimated revenue in 30 days, gathered with category-name and keyword searches (204 subcategory names, level-3 names and 108 keywords) and grouped by the category ids on each row. Rows the source flags as price-suspect are dropped. Totals are sums over these tracked products, not the size of a market. Pulled 21 October 2026, data to 19 October 2026.",
 "pool": {
  "kind": "products",
  "n": 10764,
  "revenue": 887488180,
  "floor": 25000,
  "dataEnd": "2026-10-19",
  "retrievedOn": "2026-10-21"
 },
 "numbers": {
  "products": 10764,
  "revenue": 887488180,
  "videoShare": 0.8085,
  "liveShare": 0.1563,
  "showcaseShare": 0.0353,
  "productsWithLive5k": 4945,
  "liveLedSubcategories": 9,
  "subcategories": 90
 },
 "csv": {
  "headers": [
   "category",
   "products",
   "est_revenue_usd",
   "video_share_pct",
   "live_share_pct",
   "shop_tab_share_pct"
  ],
  "rows": [
   [
    "Beauty & Personal Care",
    1887,
    196899900,
    83.4,
    14.0,
    2.6
   ],
   [
    "Womenswear & Underwear",
    1830,
    148876580,
    88.4,
    10.4,
    1.2
   ],
   [
    "Health",
    610,
    57776910,
    75.2,
    20.3,
    4.4
   ],
   [
    "Sports & Outdoor",
    687,
    56888390,
    79.9,
    16.7,
    3.4
   ],
   [
    "Phones & Electronics",
    569,
    47441050,
    74.1,
    22.1,
    3.8
   ],
   [
    "Household Appliances",
    334,
    39604660,
    71.6,
    22.7,
    5.7
   ],
   [
    "Shoes",
    461,
    34818410,
    86.9,
    12.3,
    0.8
   ],
   [
    "Fashion Accessories",
    540,
    34629850,
    85.6,
    9.2,
    5.2
   ],
   [
    "Furniture",
    495,
    32845250,
    73.7,
    20.7,
    5.6
   ],
   [
    "Home Supplies",
    477,
    32158770,
    77.8,
    19.0,
    3.2
   ],
   [
    "Menswear & Underwear",
    400,
    26605150,
    94.3,
    5.0,
    0.7
   ],
   [
    "Textiles & Soft Furnishings",
    210,
    24012660,
    78.5,
    17.5,
    4.0
   ],
   [
    "Tools & Hardware",
    263,
    19550720,
    83.0,
    13.6,
    3.4
   ],
   [
    "Automotive & Motorcycle",
    247,
    19091980,
    87.3,
    10.6,
    2.1
   ],
   [
    "Home Improvement",
    264,
    18893010,
    53.7,
    29.2,
    17.1
   ],
   [
    "Toys & Hobbies",
    245,
    15687760,
    84.7,
    13.2,
    2.2
   ],
   [
    "Food & Beverages",
    197,
    14083770,
    81.0,
    17.7,
    1.3
   ],
   [
    "Kitchenware",
    187,
    12688270,
    70.5,
    25.3,
    4.2
   ],
   [
    "Pet Supplies",
    167,
    11017100,
    86.9,
    11.0,
    2.1
   ],
   [
    "Computers & Office Equipment",
    151,
    10601400,
    75.5,
    17.6,
    6.9
   ],
   [
    "Luggage & Bags",
    155,
    9508480,
    77.3,
    20.3,
    2.4
   ],
   [
    "Baby & Maternity",
    103,
    7330510,
    90.0,
    8.4,
    1.6
   ],
   [
    "Collectibles",
    131,
    7012240,
    5.4,
    57.6,
    37.0
   ]
  ]
 },
 "related": [
  "how-much-tiktok-shop-revenue-comes-from-affiliates",
  "how-much-tiktok-shop-video-revenue-comes-from-ads",
  "how-long-should-a-tiktok-shop-video-be"
 ],
 "group": "Channels and shipping",
 "ask": "Which TikTok Shop US categories sell most through LIVE in the last 30 days? Show the top LIVE products in the first one.",
 "meaning": [
  [
   "For sellers",
   "Video is 81% of revenue, so a product with no video plan is competing for 4%. In Collectibles LIVE is 58%, so LIVE is worth planning for there."
  ],
  [
   "For affiliates",
   "LIVE earns 16% of top-product revenue overall and over 30% in 9 subcategories. If you host, pick from those; if you make short video, look at Menswear & Underwear where LIVE is only 5%."
  ],
  [
   "For brands",
   "Look at your own subcategory's split before you budget: the range is 5% to 58% LIVE across the large categories."
  ]
 ],
 "adds": [
  [
   "LIVE leaders in your niche",
   "Which TikTok Shop US products in [my category] earned the most from LIVE in the last 30 days, and who hosts them?"
  ],
  [
   "Video against LIVE for one product",
   "For [product link] on TikTok Shop US, show the revenue split between video, LIVE and the shop tab and its top videos."
  ],
  [
   "LIVE hosts",
   "List TikTok Shop US accounts selling [my category] through LIVE with the most LIVE revenue in the last 30 days."
  ],
  [
   "Your category's split",
   "Which TikTok Shop US categories sell most through LIVE in the last 30 days? Show the top LIVE products in the first one."
  ]
 ],
 "og": [
  [
   "80.8%",
   "of top-product revenue came from video"
  ],
  [
   "15.6%",
   "from LIVE"
  ],
  [
   "9",
   "subcategories earn 30% or more from LIVE"
  ]
 ],
 "measured": [
  "estimated revenue",
  "video share",
  "LIVE share"
 ],
 "dock": [
  "Which TikTok Shop US categories sell most through LIVE in the last 30 days? Show the top LIVE products in the first one.",
  "Which TikTok Shop categories sell most on LIVE?",
  "Which TikTok Shop brands beat the market this week?"
 ],
 "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."
}