Here’s what everyone’s been buying online in 2025

TikTok has come a long way from its lip-syncing roots. In 2025, it’s considered a powerhouse for ecommerce, as TikTok Shop has become a go-to platform for online sellers to market products while building connections with their audience.

The app recently released a Shopping Report, which lists the top-selling products this year, as well as which trends are influencing consumer trends.

Since TikTok is closely tied to user engagement and its live feedback loop, trends rapidly influence which products catch on. Staying tuned into these cultural shifts is essential to stay competitive, especially for those in dropshipping or seasonal product niches. 

What’s been the top-selling products on TikTok this year?

TikTok’s Shopping Report has announced that the top categories for shopping on its platform in 2025 are Beauty & Wellness, Home & Kitchen, and Food & Drink

Within Beauty & Wellness, empowered consumers are taking self-care into their own hands, with products such as lip stains, lash serums, and hair oils falling into favour for their low-maintenance, yet long-lasting effects.

TikTok announces that #SkinBarrier was the number one trend this year. Also known as the stratum corneum, the skin barrier is the outermost layer of your skin and acts as a protective shield. Its popularity highlights that skincare has gone beyond the surface, with customers seeking results-driven products, due to a growing awareness of skin science.

In Home & Kitchen, consumers are flocking to purchase household products that make their lives easier. While the desire to simplify household tasks is hardly new, 2025’s bestsellers, including cordless blenders and steam mops, reflect a consumer preference for gadgets that deliver efficiency with little effort.

And when it comes to Food & Drink, 2025 is shaping up to be the year of #HighProtein. While plant-based diets dominated in recent years, it seems the pendulum has swung in the other direction, with high-protein choices being prioritised by Brits. 

Why nostalgia is driving up TikTok product sales in 2025

We can’t discuss this year’s bestsellers without mentioning POP MART’s The Monsters Vinyl Toys, AKA Labubus. The vinyl toys have dominated TikTok in recent weeks, with 1.1bn video views on Labubu-related content driving an astounding 819% increase in orders. 

The trend is thought to have originated with K-Pop star Lisa, from Blackpink, who posted a photo of herself on social media with one of the toys. The cult of celebrity isn’t the only determining factor in virality, however. In 2025, nostalgia also has a major role.

The much-awaited Oasis reunion has spurred a resurgence of 90s Britpop fashion. The Adidas X Oasis collection saw fans flocking to Wembley Stadium in three-stripe uniforms, while sales of bucket hats on TikTok peaked in July ahead of the tour. 

The Gallaghers weren’t the only major comeback of 2025, with Pitbull also setting out on a world tour. According to the TikTok report, Mr. Worldwide’s popularity drove a 420% increase in costume sales, and even bald caps, as footage from his shows attracted 42M views.

Another example of both nostalgia and celebrity influence is Kendrick Lamar’s sporting 90s-style flared jeans at the Super Bowl. The rapper’s choice of denim captivated TikTok audiences, as they were one of the top fashion searches on the platform this year.

It’s clear that while sales are happening on TikTok, these trends often begin offline, sparked by celebrities, music events, or nostalgic throwbacks. Sellers clearly need to stay attuned to real-world culture to catch onto the next big trend.

TikTok’s impact on ecommerce in 2025

The rise of social commerce has completely reshaped how consumers discover, engage with, and purchase products. Marketing is no longer a one-way activity, but a collaborative, ongoing conversation involving real-time user engagement.

That’s how TikTok has come to define a new era for ecommerce. Statistics confirm this, NielsenIQ research found that TikTok Shop was the fastest-growing online retailer in 2024, with a 131% annual increase in the number of shoppers using the platform.

As of April, TikTok hosts 1.5 million UK-based firms selling through the app, or roughly 27% of businesses. This is partly thanks to TikTok Shop’s unique features, like the Top Products page for real-time sales insights, and TikTok LIVE streaming to sell to audiences in real-time.

Success on TikTok comes from understanding what drives culture on the app. The brands that go viral are often the ones that are culturally in tune, move fast, and create content that resonates with their communities.