Case study · TikTok Shop US
TikTok Shop case study: GMV more than doubled in 11 months
A fragrance shop on TikTok Shop US, with no paid ads at the start. We ran the whole shop: GMV Max ads, listings, creators and affiliates, promotions and shop health. Every number comes from TikTok Shop Seller Center. The shop name is hidden to protect our client.
Fragrance shop · TikTok Shop US
$266,181.79 GMV in 11 months
- Shop GMV+116.93%
- Orders+170.07%
- Customers+164.35%
- Items sold+213.31%
- Sales from creator content+608.8%
11 months before Our 11 months
+117%
shop GMV: $266,181.79 in 11 months
+609%
sales from creator content: $84,457.98
4.07
reported ROI on GMV Max ads, April to October 2026
The starting point
A shop with room to grow
- No paid ads were running
- Sales and revenue needed to grow
- Creators brought in only about 10% of sales
- Listings, policy cases and customer reviews needed regular care
Our role
Full TikTok Shop management
- GMV Max ad campaigns, set up and optimized
- Product listings, kept optimized and healthy
- Creator and affiliate outreach
- Promotion planning
- Seller Center compliance, account health and review appeals
- Sales tracking, analysis and regular reports
What we did
Six jobs, run together by one team
GMV Max ads
- Launched and managed GMV Max campaigns
- Moved budget to what worked
- Tracked cost, revenue and ROI
Product listings
- Optimized and maintained listings
- Watched listing health and product issues
- Handled listing compliance
Creators & affiliates
- Creator outreach and affiliate plans
- Support for creator videos and affiliate sales
- Tracked sales from creator content
Promotions
- Planned promotional campaigns
- Found ways to raise product visibility and sales
Shop health
- Ran the daily Seller Center work
- Compliance cases and customer review appeals
- Watched the Shop Performance Score
Tracking
- GMV, orders, customers and items sold
- Sales from creator content
- Ad cost, gross revenue and ROI
Results
11 months, compared with the 11 months before
From TikTok Shop Seller Center: November 1, 2025 – September 30, 2026, compared with December 2, 2024 – October 31, 2025.
| Dec 2024 – Oct 2025 | Nov 2025 – Sep 2026 | Change | |
|---|---|---|---|
| Shop GMV (total sales) | about $122.7K | $266,181.79 | +116.93% |
| Orders | about 7,376 | 19,920 | +170.07% |
| Customers | about 7,234 | 19,123 | +164.35% |
| Items sold | about 9,481 | 29,705 | +213.31% |
| Sales from creator content | about $11.9K | $84,457.98 | +608.8% |
The earlier numbers are worked out from the change TikTok shows, so they are rounded.
- Shop GMV more than doubled
- Items sold more than tripled
- Creators now bring in 31.7% of shop sales, up from about 10%
GMV Max ads
Ads with a 4.07 reported ROI
From TikTok’s GMV Max ads dashboard, April 28 – October 25, 2026. When we started, the shop ran no paid ads.
$163,648.84
gross revenue from ads
$40,202.76
ad cost
4.07
reported ROI (revenue ÷ cost)
11,809
orders from ads (SKU orders)
- $3.40 ad cost per order
- Compared with the 6 months before, ad spend was more than 10 times higher, and ROI still went up 11.5%
- Over the same comparison, the cost per order went down 11.7%
Shop health
Shop Performance Score: 4.6 out of 5
TikTok’s score for how well a shop looks after buyers. A higher score unlocks more selling tools. Last updated October 25, 2026.
4.6 / 5
overall score
4.6
product satisfaction
4.8
logistics and fulfillment
4.3
customer service
Better than 84% of shops in its category, with all shop benefits unlocked.
About these numbers
- All numbers come from TikTok Shop Seller Center screenshots.
- Shop numbers cover November 1, 2025 – September 30, 2026. Ad numbers cover April 28 – October 25, 2026. TikTok measures them in different ways, so the two don’t add up.
- Shop GMV includes sales from creators, ads and organic traffic.
- Ad revenue and ROI are TikTok’s own figures. They are not profit.
- Many things worked together, so no single action caused all of the growth.
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