the most profitable categories for influencers on TikTok Shop

TikTok Shop, the e-commerce feature integrated into the most popular social media platform of recent years, has become one of the main sources of income for creators and influencers. According to Statista’s TikTok Marketing 2025 report, the health category is the most profitable for influencers in the United States, with an average commission of 16.4%, while men’s fashion and underwear ranks second with 14.2%.

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This business model has opened new opportunities for digital creators, who now find in commission-based sales a direct incentive to recommend products, post reviews, and create content that connects with millions of users.

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Why does the health category top the list?

The health sector has gained traction on TikTok thanks to the growing demand for products related to physical and mental well-being. Vitamins, supplements, fitness devices, and self-care gadgets have become the stars of viral videos that blend entertainment with useful information.

The report reveals that this category offers the highest commission rate across all TikTok Shop segments (16.38%), making it a highly attractive area for influencers. The trend also reflects a cultural shift: users—especially younger ones—are increasingly focused on maintaining healthy lifestyles and seeking direct product recommendations from trusted creators.

Why is men’s fashion so successful on TikTok Shop?

Men’s fashion and underwear represent the second most profitable segment, with an average commission rate of 14.24% for influencers. This finding highlights an industry shift where interest in fashion is no longer limited to female audiences.

Content creators have successfully capitalized on this transformation by producing “outfit of the day” videos, reviews of emerging brands, and style advice that quickly go viral. Moreover, TikTok’s algorithmic virality allows smaller brands to gain massive visibility within days, driven by influencers who connect authentically with their audiences.

What other categories stand out on TikTok Shop?

While health and men’s fashion lead in profitability, the report also identifies other high-commission categories:

• Beauty and personal care: 13.2%.
• Maternity and baby products: 13.08%.
• Women’s fashion and underwear: 13.03%.
• Children’s fashion: 12.96%.

All of these confirm that categories linked to personal care, image, and lifestyle are the most attractive for creators on the platform.

How do influencers earn income through TikTok Shop?

The TikTok Shop model is based on a commission-per-sale system, where influencers recommend products through short videos, reviews, and live streams. Each time a user purchases through a link or recommendation, the creator receives a percentage.

The study highlights that in the United States, influencers like Simplymandys achieved over $10 million in sales during 2024, with more than 64% of their income coming from live streaming. This format has become the most effective strategy since it allows real-time interaction with audiences, recreating the experience of an in-store purchase.

What challenges do marketers face on TikTok Shop?

Despite the opportunities, the Statista report also notes that 58% of marketers still struggle to drive traffic to TikTok Shop. This means that while the most profitable categories generate income for influencers, brands face the challenge of turning views into actual sales.

Among the issues reported are low conversion rates (14%) and high content production costs (12%), which limit the effectiveness of advertising campaigns.

How do these categories impact social commerce strategies?

The dominance of health and men’s fashion as the most profitable categories demonstrates the power of social commerce as a business model. Users no longer just consume content—they make purchasing decisions based on influencer recommendations.

In this sense, TikTok Shop serves as a bridge between entertainment and e-commerce, a space where brands can connect with consumers through authentic narratives and engaging formats such as reviews, challenges, and live streams.

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