Surpassing Temu, SHEIN has the highest appearance rate in TikTok topics!

Since appearing on TikTok , shopping unboxing videos have become increasingly popular, especially among Generation Z. When many TikTokers show off their "trophies", SHEIN is the most mentioned.

This is the latest conclusion of the journey advertising platform Illumin, which studied the 50 most viewed clothing and home shopping videos on TikTok with the #haul title . The study also found that SHEIN is not only the most frequently viewed brand, but also its product videos account for 42% of the total number of videos. In addition, the average price of the products displayed under SHEIN related videos is $9.33.

#haul is a common social media hashtag that is often associated with "haul videos." As of now, #haul has been viewed 59.2 billion times on TikTok.

According to Illumin data, H&M's brand mention rate is only second to SHEIN, accounting for 8.2%. The third most mentioned platform is Temu, accounting for 7.7%. In addition, Walmart (7.2%), Amazon Home (6.2%), Cotton On (4.1%), IKEA (3.6%), Brandy (2.6%), Zara (2.1%) and Australian interior design brand ma.debyc (1.5%) are also among the top.

On TikTok , apparel is more popular than home goods, with SHEIN topping the list of fashion brands with 38% of product videos . H&M is once again in second place with 14.8%, with Walmart close behind at 12%. Cotton On (7.4%), Brandy (4.6%), and Zara (3.7%) follow, with Adidas, Amazon, Hollister, and Mure and Grand each accounting for 1.9%.

In terms of product type, tops are the most purchased and shared shopping videos ; while bottoms are the second most featured item after tops, including styles such as tailored trousers or peddler pants.

In the home category, SHEIN once again ranked as the most watched brand with 50% of product videos . Temu (17.5%) and Amazon Home (12.5%) ranked second and third. Kitchen supplies ranked first in the home category, accounting for 36.2%, followed by home accessories (30%) and office accessories (11.2%).

SHEIN

TikTok

topic