Video vs LIVE: how each TikTok Shop category sells
By DanielUpdated 21 October 2026Data to 19 October 202630 days from 20 SeptemberTikTok Shop US, estimatedHow this is estimated
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.
Key statistics
Free to quote and share with a link to this page. Each figure comes from the data listed under Method and sources.
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%.
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.
Menswear & Underwear is the least LIVE-driven: 5.0% of estimated revenue came from LIVE (30 days to 19 October 2026).
9 of 90 subcategories with 20 or more products earn 30% or more of their revenue from LIVE (30 days to 19 October 2026).
4,945 of 10,764 top products made $5,000 or more from LIVE in the 30 days to 19 October 2026.
Video sells most things; LIVE is a real second channel
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.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Category | Products | Est. revenue | Video | LIVE | Shop tab and search |
|---|---|---|---|---|---|
| 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% |
Go deeper in TokConnectWhich TikTok Shop US categories sell most through LIVE in the last 30 days? Show the top LIVE products in the first one.
LIVE share runs from 5% to 58% across categories
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.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Category | Products | Est. revenue | LIVE share | Video share |
|---|---|---|---|---|
| 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% |
Where LIVE leads
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.
TokConnect Shop Analytics, TikTok Shop US, estimated, 30 days to 19 October 2026
Show the numbers as a table
| Subcategory | Products | Est. revenue | LIVE share |
|---|---|---|---|
| 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% |
What this means
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.
What TokConnect adds to this study
This page is one snapshot of one question. TokConnect runs the same Shop Analytics live, for your own niche, brand or product, down to the creator, the video and the LIVE.
- LIVE leaders in your nicheWhich TikTok Shop US products in [my category] earned the most from LIVE in the last 30 days, and who hosts them?Ask in TokConnect
- Video against LIVE for one productFor [product link] on TikTok Shop US, show the revenue split between video, LIVE and the shop tab and its top videos.Ask in TokConnect
- LIVE hostsList TikTok Shop US accounts selling [my category] through LIVE with the most LIVE revenue in the last 30 days.Ask in TokConnect
- Your category's splitWhich TikTok Shop US categories sell most through LIVE in the last 30 days? Show the top LIVE products in the first one.Ask in TokConnect
50 free credits, no card, failed calls are free. Works in , , and TokConnect Chat. Try the free TikTok Shop analytics tool or read the TikTok Shop MCP guide.
Questions about this study
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 and sources
Estimated from TikTok Shop sold counts and listed prices, 30 days to 19 October 2026. 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. Read the full method and corrections policy. Questions or corrections: dj@tokconnect.com.
