TikTok Shop sells personal transformation

The products that win on TikTok Shop are overwhelmingly worn, applied, or consumed. Among the top 1,000 U.S. products by lifetime sales, drawn from the more than two million products Marketplace Pulse now tracks, more than two-thirds of revenue comes from products applied to the body, taken into it, or worn on it. That is personal transformation a creator can demonstrate on camera. The same mechanism that produced a top-heavy seller economy is visible at the product level: TikTok Shop rewards the narrow set of things that perform in a video, not the broadest assortment.