Halo effect
Own-store sales
Store name kept private
From $0 to about $5.8K a week across TikTok Shop and the brand's own store in eight weeks.
$4.3Ksold inside TikTok Shop
$1.5Kown-store sales from TikTok
34.78%off-site effect
145.23%product card effect
The result
$4,333.53 inside TikTok Shop plus $1,507.11 on the brand's own website in one week, eight weeks after both started at $0.
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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 from week one
- Launched with affiliate creator videos and product cards, so the Shopify store gained from TikTok from the start.
- 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
- Starting point
- Both TikTok Shop GMV and own-store sales from TikTok were at $0 in the week of August 30.
- Where the lift came from
- Product cards drove a 145.23% off-site effect and video 3.43%, mostly through affiliate creators.
- The 8-week trend
- TikTok Shop sales climbed to around $4K to $5K a week, and own-store sales from TikTok peaked at about $2.3K in the week of September 27.
What it means
Even for a brand starting from zero, about a third extra came through its own website on top of in-app sales.
Early on, that extra revenue is often the difference between a launch that looks like it is not working and one that is already paying back.
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