Halo effect
Own-store sales
Store name kept private
$32K a week on the brand's own store, from TikTok content that sold $760 inside TikTok Shop.
$32.5Kown-store sales from TikTok
$760sold inside TikTok Shop
4,273.11%off-site effect
1,210.38%video effect
The result
$32,484.16 in own-store sales driven by TikTok in one week, while TikTok Shop itself recorded $760.20.
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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 creator videos and product cards that sent shoppers to the Shopify store, even when they did not buy in-app.
- 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
- $32,484.16 in a single week, 42 times the brand's TikTok Shop GMV for the same week.
- Where the lift came from
- Product cards showed a 6,562.51% off-site effect and video 1,210.38%, almost all of it from affiliate creators (1,013.11%).
- The 8-week trend
- Own-store sales from TikTok held between roughly $28K and $47K every week for eight weeks, while TikTok Shop sales stayed under about $2K a week.
What it means
On TikTok Shop GMV alone, this account looks like it barely sells. In reality, affiliate creator videos were sending more than $30K a week to the brand's own store, week after week.
A brand reading only in-app numbers would likely cut this program. Measuring the halo shows it is one of its strongest sales drivers.
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