U.S. Care Products Sees TikTok Shop as the Third-Largest Retailer. Here Is Who Else Wins in the Product Category

The U.S. Care Products market is changing with the times. One new player has surpassed most of the others and is now the third-largest eCommerce retailer in U.S. Care Products: TikTok Shop, whose sister company Douyin already dominates global Care Products eCommerce.

But this is not the only notable development in the U.S. Care Products ranking. Apart from Amazon and Walmart, who gained market share and maintained their domestic lead, some retailers ascended the ranking and others fell.

The top 10 market volume increased as well. This demonstrates the growing importance of Care Products, including Personal Care, Household Care and Health Care, in eCommerce over the past five years.

The following examines how these changes have affected the main players and the market's overall structure.

TikTok Shop and Temu Enter the Top 10 Care Products Ranking in the United States

TikTok Shop is now the third-largest eCommerce retailer of Care Products in the U.S. Together with Temu, the two entered the top 10 ranking, while Bath & Body Works and Walgreens exited.

Like its sister company Douyin, TikTok Shop convinces with an interactive social concept that combines social feeds with livestreaming capabilities. Product placements and advertising blend in naturally because of their interaction with genuine leisure content.

TikTok Shop generated a GMV of US$3.7 billion in the United States in 2024. This puts it far behind second-place Walmart, which generated US$16.0 billion, but well ahead of Target, which ranked fourth with US$2.9 billion.

Temu ranks 10th with US$1.7 billion in GMV. Care Products only account for 10.4% of Temu’s GMV in 2024, which is why its ranking entry isn’t as strong as in other markets such as Fashion, for example.

Displacement in the Ranking: Walgreens and Bath & Body Works Leave, Others Drop

Through the entry of these two eCommerce upstarts, and also because of internal ranking shifts, some retailers were displaced from their former position. Competition in this sector has intensified. The newcomers not only offer similar products at lower costs, but also use much more interactive and pervasive advertising methods.

Bath & Body Works and Walgreens were entirely displaced from the top 10. Target, ULTA and eBay dropped in the ranking.

Target fell from third to fourth place. Similarly, ULTA essentially switched places with Sephora. Despite an increase in GMV from US$1.8 billion to US$2.2 billion, ULTA went from fifth to eighth place. But eBay was hit hardest with losses in Care Products from US$2.0 billion in 2020 to US$1.8 billion in 2024.

Sephora, Kroger and Sam’s Club Grow and Gain Share

Where some lose, others win. This is the case for Sephora, Kroger, and Sam’s Club, which ascended the top 10 ranking in this challenging environment.

Speaking of pervasive, have you heard of Sephora? The French beauty retailer is on everyone's lips at the moment, particularly among Gen Alpha, who are fascinated by the brand. Sephora's successful social media marketing strategy has helped it become the fifth largest Care Products retailer in the U.S., with a GMV of US$2.7 billion.

Kroger and Sam’s Club owe their rise to strong omnichannel strategies and consistent performance in essential categories. Their integration of online ordering with in-store fulfillment has helped them generate higher Care Product GMVs than just a few years ago.

In 2024, Sam’s Club generated US$2.2 billion and Kroger US$2.5 billion. They have successfully fended off the growing competition in the Care sector and rose in the ranking over the past five years.

Conclusion: Different Approaches Lead to the Top

The top 10 Care Products ranking in the United States shows that the online care products industry has grown significantly since 2020. But with the increase of its size, competition has intensified as well.

Particularly the newcomers TikTok Shop and Temu convince with novel approaches. Combining low costs, wide product assortments and social integrations, the two platforms displaced Bath & Body Works and Walgreens from the top 10.

Other retailers win with pervasive social media marketing and seamless in-store and online integrations. The coming years will show how necessary social-feed integrations will become for the sector.