Quick Overview
Pet products are gaining momentum on TikTok Shop, with distinct trends across Southeast Asia and Western markets. In Southeast Asia, low-priced consumables like pet food and litter dominate, while in the U.S. and UK, buyers prefer higher-end smart and health-focused products. Video marketing, especially influencer-led campaigns, drives the majority of sales across regions.
This post breaks down market performance, top-selling categories, pricing strategies, and growth opportunities for pet supplies on TikTok Shop.
Southeast Asia Market Performance
GMV Share & Growth
- Overall, pet products account for a small GMV share (1–2%), but growth is accelerating.
- Thailand: Only Southeast Asian country with pet supplies in the site-wide Top 10 GMV categories, peaking at $8.3M. Cat & dog food, cat litter, and related consumables make up 88% of Top 10 GMV. Price range is mostly $0–$5.
- Other markets (Philippines, Indonesia, Malaysia, Vietnam, Singapore) have lower GMV shares but video marketing drives 70–90% of sales.
Top Categories & Pricing Strategy
- Hot items: Cat & dog food, cat litter, pet supplements (deworming, probiotics).
- Pricing: $0–$10 dominates, but in Thailand, higher-ticket small pet items and furniture > $10 are growing.
- Store landscape: Market is fragmented, Top 10 thresholds are low (Thailand: $200k; Vietnam: $30k). Leading stores usually stock wide assortments, with low-priced items driving main sales.
Marketing Approach
- Video-driven sales: 90%+ of revenue comes from influencer videos or live streams.
- Example: Thailand store avnaaiau leveraged a content matrix to achieve $700k–$800k monthly sales.
Western Market Performance
United States
- Pet category shows strong resilience, GMV peak near $12M.
- Top items: Cat/dog care, litter, accessories (70% of Top 10 GMV).
- Pricing: Mid-to-high range $50–$100, with growth in smart pet devices (automatic litter boxes, pet dryers), some individual items priced $444.
United Kingdom
- GMV did not reach Top 10 site-wide.
- Pricing: $10–$20, mainly pet food and care products.
- Market: Fragmented, Top 10 GMV threshold just $20k.
Key Insights
- Regional Differences:
- Southeast Asia: Low-priced consumables dominate.
- Western markets: High-ticket smart and health-oriented products are preferred.
- Growth Drivers:
- Video marketing (especially influencer-led) is critical for success.
- Southeast Asia: Success relies on affordable pricing strategy.
- Western markets: Differentiated, high-end products can capture market share.
- Data Gaps: The report does not provide global GMV share for pet products, focusing instead on regional trends.
Summary Table
| Region | GMV Peak | Popular Products | Price Range | Growth Driver |
|---|---|---|---|---|
| Thailand | $8.3M | Cat/dog food, litter | $0–$5 | Influencer videos, livestreams |
| Philippines/Indonesia/Malaysia/Vietnam/Singapore | N/A | Low-priced consumables | $0–$10 | Video marketing (70–90% sales) |
| USA | $12M | Pet care, accessories, smart devices | $50–$100 | Smart devices, influencer content |
| UK | N/A | Pet food, care items | $10–$20 | Market still developing |
Conclusion
TikTok Shop’s pet product market shows strong regional differences. Southeast Asia is driven by affordable consumables and video marketing, while Western buyers lean toward premium smart devices and health products. Brands looking to grow on TikTok Shop should:
- Tailor pricing strategies regionally.
- Invest in influencer-led video content for engagement and sales.
- Focus on high-value, differentiated products in Western markets.
Southeast Asia offers high growth potential with low-cost strategies, while Western markets reward innovation and premium quality.
