For cross-border e-commerce sellers, selecting the right products is the first step towards success. Based on sales data from platforms like Shopify and Google Trends analysis, we have identified twenty of the most promising categories for 2025. This instalment highlights five key segments: skincare, cosmetics, vitamins, lingerie, and outerwear. These categories not only demonstrate strong sales but also reflect contemporary consumer priorities for health, personalisation, and comfortable living.

Ⅰ. Skincare Products: The Triumph of Self-Care and Ingredient-Conscious Consumers

Reasons for popularity: ‘Skincare’ has become a daily ritual for consumers worldwide, with sustained market growth hinging on ‘effectiveness’ and ‘ingredients’. Consumers are no longer content with basic moisturisers, instead becoming keen on scrutinising ingredient lists, with searches for keywords like ‘hyaluronic acid’ and “retinol” consistently on the rise. More intriguingly, searches for novel ingredients such as ‘snail slime’ and ‘beef tallow’ have seen explosive growth – opportunity lies precisely in these novel and distinctive offerings!

Recommended Products:

• Functional Serums: Targeted products like anti-ageing and brightening serums are perennial favourites.
• Natural Ingredient Products: ‘Cleansing beauty’ products featuring plant extracts and organic ingredients are highly sought after.
• Niche Surprise Items: Consider products containing snail mucin or tallow, which have become talking points due to their unique restorative properties.

Operational Tips: Collaborate with beauty influencers for authentic reviews, offer travel-sized samples to lower trial barriers, and clearly label ingredients and benefits to build a professional, trustworthy brand image.

Ⅱ. Cosmetics: Tool Innovation Meets Niche Demands

Reasons for Popularity: The cosmetics sector remains perpetually dynamic. Beyond rapid shade iterations, genuine growth stems from tool innovation and market segmentation. Currently, eye makeup categories are gaining momentum, with false eyelashes and mascara enjoying robust sales. Simultaneously, products like lip lacquers that deliver long-lasting wear maintain steady popularity.

Recommended Products:

• Eye Makeup: Innovative offerings such as magnetic false eyelashes and coloured mascaras.
• Long-Lasting Lip Products: Lip glosses, lip pencils, and other long-lasting formulas remain mainstream.
• Professional Tools: A quality set of makeup brushes remains an essential for any makeup enthusiast.

Operational Tips: Create practical makeup tutorials to guide consumers in product usage; collaborate with beauty influencers for promotions; attract attention through limited-edition collections.

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III. Vitamins and Supplements: The Core of Personalised Health Management

Reasons for popularity: Rising global health awareness and consumer investment in proactive health management are driving diversification and refinement within the vitamin and supplement market. Demand spans diverse offerings, from melatonin gummies for sleep support to magnesium supplements for muscle fatigue relief. Notably, the pet supplement segment is experiencing rapid growth, presenting opportunities that should not be underestimated.

Recommended Products:

• Functional Supplements: Targeted formulations for sleep aid, stress relief, immune support, etc.
• Personalised formulations: Multivitamins tailored to specific age groups, genders, and lifestyles.
• Herbal supplements: Products emphasising natural botanical ingredients are favoured.

Operational tips: Collaborating with influencers in the health and fitness sector is the most effective way to promote products! Introduce subscription models to cultivate a habit of monthly restocking among users. Crucially, prioritise scientific endorsements – the more transparent the ingredient list, the higher the trust!

Ⅳ. Lingerie: The Era of Self-Care, Where Comfort Reigns Supreme

Reasons for popularity: Lingerie is an ideal category for e-commerce: compact, lightweight, and high-margin. Current consumer trends prioritise ultimate comfort, inclusive designs, and brand value. Shoppers seek undergarments that accommodate diverse body shapes and suit various scenarios (home, exercise).

Recommended Products:

• Shapewear: Beauty matters, but seamless comfort reigns supreme.
• Everyday Comfort: Wire-free bras crafted from soft, breathable fabrics form the essential foundation.
• Functional Segmentation: Niche markets like sports bras and sleepwear hold immense potential.

Operational Tips: Position ‘inclusivity’ (offering comprehensive sizing) and ‘comfort’ as core selling points! Showcase authentic results on social media using everyday models of diverse body types! Focus on your brand narrative to build emotional connections with customers, not just transactional sales.

Ⅴ. Outerwear & Jackets: Merging Functionality with Style

Reasons for popularity: Seasonal necessity, outdoor activity trends, and fashion currents collectively sustain steady demand for outerwear. Consumers prioritise weather-resistant functionality (windproof, waterproof) while seeking everyday style. Outdoor functional jackets and shackets are experiencing particularly strong growth!

Recommended Products:

• Outdoor Jackets: Specialised gear for hiking, camping, and similar scenarios.
• Fashion Outerwear: Versatile styles like shackets and denim jackets.
• Seasonal Essentials: Trending seasonal pieces such as down jackets and trench coats.

Operational Tips: Newcomers may consider drop-shipping to mitigate inventory risks. Collaborate with outdoor and fashion influencers to showcase product functionality and design through contextual content (e.g., hiking, urban strolls).

Summary

These five bestselling categories precisely address modern consumers’ core demands: health prioritisation, individuality expression, and experience focus. When selecting products, sellers should not merely replicate others’ approaches but understand underlying trends to identify their niche. Through targeted marketing and superior customer experiences, they can stand out in fiercely competitive overseas markets.