Halo effect
Own-store sales
Store name kept private
$76.7K of own-store sales on top of $101.7K inside TikTok Shop, in the same week.
$101.7Ksold inside TikTok Shop
$76.7Kown-store sales from TikTok
75.45%off-site effect
165.51%product card effect
The result
$101,664.86 inside TikTok Shop plus $76,708.55 on the brand's own website driven by TikTok: about $178K in one week.
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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
- Affiliate LIVE sessions, creator videos and product cards working on both TikTok Shop and 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
- Two revenue lines, one source
- $101,664.86 in TikTok Shop GMV and $76,708.55 in own-store sales, both driven by the same TikTok content.
- Where the lift came from
- Product cards at 165.51%, LIVE at 42.83% (66.2% from affiliate creators) and video at 21.77%.
- The 8-week trend
- TikTok Shop sales ran between roughly $100K and $145K a week, and own-store sales from TikTok added roughly $70K to $90K every single week.
What it means
For an established shop, the halo is not a one-off spike. Here it added about three quarters on top of TikTok Shop GMV, consistently, for eight weeks in a row.
Counting only TikTok Shop GMV would understate the channel's return by around 40%.
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