TikTok Shop UK
UK electrolyte brand
April to July 2025
+192%
The numbers
- Sales, May against April 2025
- +192%
- Creator (affiliate) sales, May against April
- +235%
- Of May's sales came through creators
- 66%
- Video sales, May to July against the three months before
- +1,033%
Source: TikTok Shop Seller Center: sales overviews for April and May 2025 and the GMV breakdown for May to July 2025 (screenshots below).
Early sales, no system behind them
The brand makes zero-sugar electrolyte sachets in several flavours and is stocked by major UK retail chains. It came to us with early affiliate sales on TikTok: proof the product could sell there, but not yet a plan to make it sell every day.
The job was to turn those first sales into steady, repeatable revenue that did not rely on one lucky video.
A creator network, run like a sales channel
We built the programme around micro-creators. Their followers trust them, so their videos are commented on and shared, which tells TikTok to show them more widely. They also take guidance, so we could shape what they made and when they posted it.
Paid spend went behind the videos that were already selling, not in front of untested ones.
What happened
In May, the first full month, sales rose 192% on April. Creator sales rose 235%, and two thirds of the month’s sales came through creators.
Across May to July, video sales were up more than ten-fold on the three months before and product-card sales up 746%. Product cards and videos each brought in about half of the sales, so the shop listings were pulling their weight alongside the creators.
What we did
We took the shop on in April 2025, when its first affiliate sales were coming in.
- CreatorsRecruited micro-creators with proven sales in similar products, and gave each one content guidelines, keywords, hashtags and feedback on how their videos performed.
- TimingTimed creator outreach so videos landed together in key campaign periods such as the Summer Mega Sale, backed by flash sales, vouchers, bundles and TikTok’s own campaigns.
- LiveRan live shopping sessions at different times and lengths, answering questions on camera and running live-only offers and giveaways.
- ShopRewrote titles, descriptions and images for search and conversion, and kept reviewing them to hold rank in the Shop tab and campaign searches.
- AdsPut paid spend behind the best creator videos, tested formats, angles and audiences, and scaled what sold.
- Late June 2025When one creator’s video went viral, we worked out why and sent the format to the whole creator network. Our best creators joined a VIP group with a direct line, early access to new products and notice of campaigns.
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