TikTok Shop US
The Goodbye Company
Cyber Week, 1 to 7 December 2025
90×
The numbers
- Return on GMV Max ad spend
- 90×
- Orders in the week
- 81
- Ad spend per order
- $0.18
- From taking the shop on to Cyber Week
- 5 weeks
Source: TikTok GMV Max overview, 1 to 7 December 2025 (screenshot below). How we measure.
Why GMV Max on its own disappoints
Many brands switch on GMV Max and expect sales to follow. Without enough videos to test, the system falls back on Shop tab placements, which cost more and sell less. Costs rise, returns fall, and the brand decides TikTok does not work.
The fault is not the tool. GMV Max learns from content: which hooks stop the scroll, which creators sell, which audiences buy. Give it a thin pool of videos and it has nothing to learn from.
Content first, then ads
The Goodbye Company is a natural, wellness-led brand that was already picking up organic sales on TikTok, but with no structure behind them. Sales came and went.
We took the shop on in late October 2025. Rather than spend on ads straight away, we used the five weeks before Cyber Week to build what GMV Max cannot work without: a large, varied pool of creator videos, and a shop ready to convert the traffic they brought.
The week it was tested
In Cyber Week, 1 to 7 December 2025, GMV Max returned 90 times what it spent. The shop took 81 orders at 18 cents of advertising each.
Peak week is the hardest time to buy attention cheaply. The ads paid because the content was already there for them to amplify.
What we did
We took the shop on in late October 2025, five weeks before Cyber Week.
- ShopRebuilt and streamlined the shop, then rewrote listings, titles, search keywords and product messaging so nothing slowed a buyer down.
- CreatorsRecruited creators whose audiences fitted the product, and built a deep pool of videos with different hooks, formats, lengths and audiences.
- CampaignsEntered the shop into every relevant TikTok Black Friday and Cyber Week campaign, for the extra visibility and traffic they bring.
- AdsSwitched on GMV Max only once that content was in place, so it had enough material to learn which creators, messages and audiences sold.
Want the same look at your account?
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