We approach TikTok Shop as a trading channel first. Commercial strategy, shop operations, affiliate, LIVE, content and paid media, connected into one performance model and run with the discipline of a team that owns the number. £100m+ GMV managed across the somerce network. TikTok Shop is all we do.
Before a single video posts, we build the offer. SKUs are structured into hero, new, gateway and bundle roles, and bundles do the heavy lifting: contextual, creator-led, discovery, style-led and gifting sets that create newness without NPD. When your product calendar is many months long, bundles become your NPD. Every offer is modelled against margin guardrails before it goes live, and the full playbook is in our guide to bundles and AOV on TikTok Shop.
illustrative — bars indexed on basket value per role
Constant discounting devalues the brand and trains the audience to wait. We sell at RRP, matched to DTC and retail and never below it, and create the reason to buy in-platform through value, not discount: TikTok Shop exclusive bundles and gifts with purchase the customer cannot get anywhere else. The first price the audience sees becomes the price they expect to pay, so hero SKUs launch at RRP and earn trial through content and creator volume. More in premium brands on TikTok Shop.
The unglamorous work that compounds: listings with visual, USP-driven images and titles optimised for search and shop-tab visibility, a catalogue that feeds the affiliate content loop, a promotions calendar aligned to TikTok's campaign moments and planned quarters ahead, forecast-led sample and stock management, and offer mechanics run within TikTok and UK promotion rules.
Affiliate sells. Content builds the brand that makes people want to buy. LIVE converts the audience they warm at the highest AOV, and paid decides how many people walk through the door. We run affiliates, TikTok LIVE, content and paid media as one engine because that is how the channel actually works: every LIVE is clipped into an always-on content library, winning affiliate hooks become ad creative, and 75%+ of the buyers arriving are net-new to your brand.
We trade the channel like a retailer trades a shop window. A new theme every week, a bundle drop to match, backdrops rotating with them and offers refreshed so urgency stays real rather than recycled. Every broadcast gets a live scorecard on ERR, AVD, CTR and GMV per hour, weekly read-outs cover the whole account, and quarterly benchmarking sessions map your category on pricing, cadence, bundles and creator strategy. All of it reconciled with TikTok Shop data.
We work with L'Oréal Groupe as a group-wide showcase partner, and run four Unilever brands as a single partner: TRESemmé, Vaseline, Simple and Liquid I.V. Featured by Forbes and BBC News.
Revenue mix, cadence, session length, listing quality and the SKU and AOV story. We find the untapped lever before we touch anything.
Hero, new, gateway and bundle roles assigned, promotions planned quarters ahead, every offer modelled before launch.
Affiliate community, LIVE cadence, content pillars and paid amplification stood up as one connected programme.
New theme, new bundle, refreshed offers and a scorecard every week. Daily lives compound the baseline, showcases spike it.
A single month on TikTok Shop in November 2025. Value-led promotions without flash sales, an affiliate championship, and hands-on performance management, live.
AKT London · launch
1,470%
Shop revenue increase in month 1 for the West End heritage brand, with $100k affiliate GMV inside 2 months of a managed launch.
Vaseline · Unilever
gluta-hya, launched on tiktok shop.
Launching the GLUTA-HYA Lip Serum on TikTok Shop for Unilever, one of four Unilever brands somerce runs as a single partner.
We approach TikTok Shop as a trading channel first. Commercial strategy, affiliate management, creator partnerships, LIVE shopping, paid amplification and day-to-day shop operations, connected into one performance model designed to scale efficiently.
The full UK and US TikTok Shop playbook from the team behind £100m+ GMV, written by the people who run shops every day. Inside:
One team, one plan, one report. Tell us where the shop is today and we will show you the untapped lever.
Talk to us* Verified across Somerce-managed TikTok Shop accounts, methodology varies by metric, GMV as reported by TikTok Shop seller analytics.