US Store Tushbaby's Sales Exceed $1 Million In One Week

According to EchoTik data, TikTokShop's US e-commerce GMV has been on an upward trend since October. In the week of Black Friday, the total GMV hit its all-time high in the US of US$61.2 million, a month-on-month increase of 131%. The highest single-day order volume was US$17.1 million, which shows that the promotion has promoted the commercialization of TikTok Shop in the United States.

US small store sales rankings

According to the latest data from Echotik (TikTok’s most professional e-commerce data platform in the U.S. market), in the weekly list of best-selling categories in TikTok Shop’s U.S. stores, Tushbaby, a category of baby and maternity products, ranks first, with estimated sales reaching US$1.02 million. Since Tushbaby opened its US store on TikTok, its total sales have been 27.1K, with an estimated total sales of US$1.75M, and it is still on an upward trend. A closer look at the store's journey reveals that their success is no accident.

Brand story

Tushbaby was founded by female founders Tammy and Sara, with Riley serving as creative director. They created the Infant Hip Seat Carrier for parents looking for a simple, supportive way to hold their child longer and more comfortably.

The Tushbaby Infant Hip Seat Carrier is specially designed with an ergonomic seat and harness designed to evenly distribute your baby's weight. Its smart design also features 5 storage pockets, weighs less than 1 pound, and offers four different carrying positions. Positions include feeding/breastfeeding, side hold, front and face-to-face.

Tushbaby is also donating Tushbabies to the LENN Foundation to help support children with cerebral palsy, and is also offering a 25% discount to all families with special needs children.

Store account

Tushbaby has 12,000 fans and 11,000 likes on the Facebook social platform.

Published 690 posts on Instagram and has 133,000 followers.

On TikTok, it gained 332.3K fans and 21.9M likes.

TikTok social media content operation

TikTok content dimension one:

Posting a large number of product display videos on the store account attracted a large number of users' attention and forwarding, and also increased the brand's popularity.

TikTok content dimension two:

From time to time, we look for experts to bring goods, and the talents of the experts are consistent with the brand. There are 178 delivery videos in the past 30 days, with an average of 441K views.

TikTok brand topic creation

The branded hashtag #tushbaby on TikTok reached 123.5M views.

Cooperate with a large number of TikTok overseas celebrities KOL

The first TikTok overseas celebrity:

@richellelehrer

Number of fans: 1.8M

Fan audience: 76% female; 24% male

Average video exposure: 401.4K

Fan interaction: 6%

Total video sales: 21.5K

The video shot by richellelehrer is combined with Tushbaby's product hip seat carrier to show pictures of intimate and happy interactions with children in different scenes, attracting consumers' attention and increasing the product's popularity.

@richellelehrer

The second TikTok overseas celebrity:

@johannawestbrook

Number of fans: 665.2K

Fan audience: 90% female; 10% male

Average video exposure: 42.5K

Fan interaction: 8%

Total video sales: 24.5K

While using the product, johannawestbrook talked about his experience of raising a baby, which resonated with consumers and increased their willingness to purchase.

@richellelehrer@richellelehrer

The third TikTok overseas celebrity:

@staceydiazapodaca

Number of fans: 913.9K

Fan audience: 88% female; 12% male

Average video exposure: 117.7K

Fan interaction: 11%

Total video sales: 16.8K

The video shot by staceydiazapodaca is a product introduction video, which details the safety, comfort and multi-functional selling points of the product, and also provides purchase links to intended consumers.

@richellelehrer@richellelehrer@richellelehrer@richellelehrer

Marketing summary

Currently, Tushbaby has 11 products on sale, with a total sales volume of 27.1K pieces, and its GMV in the past seven days is estimated to reach US$1.02 million. Cooperated with 59 overseas TikTok celebrities to release product vertical videos, with 178 product videos with an average playback volume of 441K.

The brand’s exclusive hashtag #tushbaby reached 123.5K views. This requires a huge pool of celebrities to support it. When it comes to selecting celebrities, the brand chooses KOL and UGC content to co-create based on vertical and non-vertical categories.

The following three suggestions are given for how Chinese overseas brand merchants can obtain more opportunities in tiktokshop.

1. Seize the opportunity to open a TikTok US Shop store, preferably a local store:

Create a compelling TikTok store that showcases your brand’s products and values. Make sure your store page is attractive, easy to navigate, and provides rich product information. Use high-quality images and videos to showcase your products to grab the attention of potential customers.

2. Cooperate with TikTok overseas celebrities in topic challenges, affiliate marketing and other celebrity marketing methods:

Leverage the existing overseas celebrity network on TikTok to cooperate with local celebrities that are suitable for the brand. Choose influencers with high interactivity and audience base to increase your brand’s exposure and trust. Influencers can help brands attract more consumers through live broadcasts, product introductions and sharing experience.

3. Create attractive live content:

Create fun, engaging content to engage TikTok users. This can include product demos, tutorials, user testimonials, behind-the-scenes footage, etc. Maintain the frequency of updates, keep up with the times, and pay attention to popular trends and challenges on TikTok to attract more attention and interactions.

These suggestions can help Chinese overseas brand merchants make full use of TikTok’s potential as a powerful sales channel and establish a strong online presence. At the same time, remember to constantly track and analyze data to understand which strategies and content are most effective to further improve the performance of your TikTok store.