Halo effect
Own-store sales
Store name kept private
TikTok drove $122K of own-store sales in one week, four times what it sold inside TikTok Shop.
$122.2Kown-store sales from TikTok
$29.2Ksold inside TikTok Shop
417.96%off-site effect
1,927.76%product card effect
The result
$122,150.78 in sales on the brand's own website driven by TikTok in one week, against $29,225.43 sold inside TikTok Shop.
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What we did
- Shopify brand, TikTok Shop as the engine
- A DTC brand selling on Shopify. We ran its TikTok Shop to grow sales on TikTok and to send buyers to its Shopify store.
- Content that sends buyers to Shopify
- Brand-account videos, affiliate creators and LIVE, with product cards pointing shoppers to the Shopify store.
- Halo measured every week
- We tracked Shopify sales driven by TikTok next to TikTok Shop GMV each week, using TikTok's Off-site performance report.
What the report shows
- Own-store sales
- $122,150.78 in a single week, from shoppers who found the brand on TikTok and bought on its website.
- Where the lift came from
- Product cards led with a 1,927.76% off-site effect, then LIVE at 178.58% and video at 72.63% (42.6% from the linked account, 64.9% from affiliate creators).
- The 8-week trend
- Own-store sales from TikTok stayed between roughly $50K and $125K every week, while TikTok Shop sales grew from about $5K to around $30K a week.
What it means
Judged on TikTok Shop GMV alone, this brand would look like a $29K-a-week channel. The full picture is more than $150K that week, because most buyers who discovered the brand on TikTok chose to check out on its own website.
This is why we report both numbers side by side. Cutting creators or content because in-app sales look small would have cut the source of the biggest revenue line.
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