"TikTok Shop, once synonymous with rock-bottom prices, is getting more expensive. While TikTok doesn't publish aggregate marketplace metrics, product-level prices and sales counts are visible in the app. An analysis of that data by e-commerce intelligence firm Charm shows average prices climbing across more than a dozen key categories. The average unit price between April 2024 and October 2024 in the footwear category, for instance, was $14.06."
"By comparison, the average unit price in this category over the same period in 2025 surged 103% to $28.64. Other categories have seen similar increases. Sports and outdoor goods, luggage and bags, and fashion accessories climbed 54%, 43% and 42%, respectively. Other categories seeing higher prices in the double digits include toys, women's apparel, and computers and office equipment. When TikTok Shop launched in the U.S. in September 2023, the e-commerce company offered strikingly low prices compared to other web stores."
"Recent entrants include household names like Samsung, Disney and QVC, all of which now sell their wares on the platform. That growth is likely helping push prices higher, Charm's CEO Alex Nisenzon told Modern Retail in an interview. "When you have a lot of emerging brands, you also have a lot of inherently cheaper products on the marketplace," he said. "As you have more established brands entering, you're going to see prices rise across all the categories those brands are playing in.""
Average unit prices on TikTok Shop increased markedly across multiple categories between 2024 and 2025. Footwear average unit price rose from $14.06 (April–October 2024) to $28.64 in 2025, a 103% increase. Sports and outdoor goods, luggage and bags, and fashion accessories climbed 54%, 43% and 42%, respectively, while toys, women's apparel, and computers and office equipment showed double-digit increases. TikTok Shop initially relied on heavy subsidies when it launched in the U.S. in September 2023, but those subsidies diminished as new seller fees were introduced. Entry by established brands such as Samsung, Disney and QVC and tariff pressures have contributed to higher prices.
Read at Digiday
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