Summary
Truist Securities estimates Crocs' weekly gross merchandise value (GMV) on TikTok Shop rose roughly 50% from the previous week to about $2.2 million, with the strongest acceleration appearing in women’s sandals.
Truist's estimate is calculated using changes in the number of products sold on Crocs' TikTok Shop from one week to the next, multiplied by a weighted average selling price drawn from the company's top 120 stock keeping units (SKUs) on the platform. That methodology produced the $2.2 million figure reported for the most recent week.
While the week-over-week gain is notable, Truist's $2.2 million estimate remains below a range the firm recorded several weeks earlier, when estimated weekly GMV for Crocs was between $2.5 million and $2.75 million.
Individual SKU-level data reviewed by Truist identified women's sandals as the category with the most pronounced week-over-week acceleration in sales.
Truist monitors weekly sales for a set of brands selling on TikTok Shop in addition to Crocs. The list of tracked names includes Vans and Timberland, which are owned by VF Corp (NYSE: VFC); Under Armour (NYSE: UAA); Gap (NYSE: GAP); Ralph Lauren (NYSE: RL); Ulta Beauty (NYSE: ULTA); and SharkNinja (NYSE: SN).
Beyond individual-brand sales, Truist also tracks TikTok activity more broadly. The firm monitors total global TikTok posts and views for more than 300 hashtags on a weekly basis, with tracking that dates back to December 2024 and February 2025 for different measures.
Truist employs two approaches to estimate weekly GMV. One method multiplies the week-over-week change in sales for SKUs that appear in consecutive weekly listings by their sales price. The other method applies the week-over-week change in total shop sales for the brand multiplied by a weighted average selling price derived from the top 120 SKUs.
The two-method framework and the focus on top SKUs are central to how Truist derives its weekly GMV estimates for Crocs and the other brands it follows on TikTok Shop.