OnlineSellerUK just completed a 2-week test on the relatively new TikTok GMV Max ads for one of their ecommerce clients. The numbers are impressive and if you’re not using TikTok GMV Max yet then it’s time to take a look.
The campaign was launched on the 1st of July and ran for 15 days to the 15th of July, and numbers were compared with the same 15 day period from the previous month in June.
The results speak for themselves with sales rising from £16k to £45k, but an important point to note is that organic GMV was also up. You might not see the same results if you’ve not already put in the background work – as OnlineSellerUK point out TikTok GMV Max Ads amplified the store performance rather than create demand on their own.
- Total shop GMV up 181% (£15.9k → £44.6k)
- 81% of that growth is directly ad-attributed
- Even stripping ads out completely, organic GMV was still up 35% — so momentum was already building, and the ads amplified it rather than created it from nothing
OnlineSellerUK’s leader Prabhat Shah also looks at the cost of TikTok Shop ROAS which he says can look high as they are based on a percentage of sales rather than the cost per click that marketeers are more accustomed to seeing.
A quick reality check for anyone running these: TikTok Shop’s ROAS numbers can look eye-wateringly high (we saw 60x+) because GMV Max charges a commission-style cost rather than traditional CPC spend. It’s not directly comparable to a Meta or Google ROAS, and attribution can overlap with sales that would have happened organically anyway. Worth knowing before you take the headline number to a client at face value.
– Prabhat Shah, OnlineSellerUK
Whichever way you cut it, according to the numbers from the Ad spend/revenue figures on the TikTok GMV Max ad report, an increase in sales of just over £28k, with around £23k attributed to the ads and a cost of a few hundred means that GMV Max should be high on the todo list of all TikTok sellers.
