TikTok Shop management
A shop that sellsevery day.
Not one lucky viral post. We set up and run TikTok Shop for UK brands: the shop, creators and affiliates, content and LIVE, and GMV Max, with every commission and ad target set from what each product can afford.
Led by Willow Goulding, Head of TikTok Shop · Monthly rolling, no tie-in
- 3
- TikTok partner programmes: Shop, Creator Agency and Affiliate
- 2,000+
- Creators in our TikTok affiliate network
- 1,000
- Creators contacted for your shop each month on our Growth Partner plan
- Ann Summers
- Future plc
- Bare by Vogue
- Fabuwellness
- Tough Glove
- Signature Packaging
- Wood Finishes Direct
- ProDog
- EziDrops
The problem
TikTok Shop is cheap to open and easy to lose money on.
The platform’s 9% commission is the smallest cost. Creators, samples, shipping and ads decide whether an order makes money, and new shops start with limits most brands don’t plan for.
-
10–15%
What creators expect
The creator commission TikTok’s own UK playbook suggests. Pay more than your margin carries and every creator sale loses money.
-
31 days
Before your first payout
New UK shops are paid 31 days after delivery. Samples and ads are paid long before.
-
30 a day
The cap on a new shop
New shops start on probation, capped at 30 orders a day. A viral video into a capped shop helps nobody.
What we run
Shop, creators, content and ads, as one plan.
We run the whole TikTok Shop, so the creator you recruit, the video you post and the GMV Max budget you set are all pointed at the same products and the same margin.
Shop setup and listings
How to sell on TikTok Shop UKCreators and affiliates
The affiliate guideContent and LIVE
GMV Max, set from your margin
The GMV Max guideLogistics and cash flow
Reporting on profit per order
How we start
The first 90 days.
We open shops to make money from the first month, not to chase a launch spike.
- Week 1
Price every order
We cost each product through our TikTok Shop calculator and pick the three to five that can carry creator commission.
- Weeks 1 to 3
Set up and probation
Registration, listings, shipping and brand content, with a plan to graduate from probation cleanly.
- Month 2
Creators
Affiliate plans open at rates the numbers support, with samples to the creators most likely to sell.
- Month 3 on
Scale what pays
GMV Max and LIVE behind the videos that sell, with every product judged on profit per order.
The numbers we run it on
Profit per order, not GMV.
TikTok’s dashboard celebrates gross sales. We run the shop on what each order leaves you.
Free toolTikTok Shop fee calculatorTikTok's own commission formula plus creators, samples, shipping and ads: see profit per order and your creator break-even.Open it- Profit per order
Order total − VAT − commission − creator − ads − shipping − samples − landed costThe number every TikTok decision is checked against.- Creator break-even
Profit on a direct order ÷ price after discountThe highest commission a product can pay before a creator order loses money.- Break-even ROI
1 ÷ margin before advertisingThe lowest GMV Max ROI that still makes money, before headroom for organic orders it claims.- Cash gap
Days from paying creators and samples to the payout31 days for a new shop. Growth costs cash before it makes any.
Proof
Built with TikTok, and with our clients.
We are an official TikTok Shop, Creator Agency and Affiliate partner. Client results are shown only where the client has agreed.
TikTok Shop client90×
Return on GMV Max ad spend for The Goodbye Company in Cyber Week, 1 to 7 December 2025: 81 orders at 18 cents of advertising each, on a shop we took on in late October. The ads paid because we had built a deep pool of creator videos first.
TikTok Shop client
+192%
Sales growth in the first full month for a UK electrolyte brand stocked by major UK retailers. Creators carried it: creator sales rose 235% and brought in two thirds of the month’s sales.
Creator agency
Huel, Crocs, Medicube
Brands promoted by creators in our invite-only TikTok creator network. Face-to-camera creators get samples the same week, and every creator gets help with account violations through our direct TikTok contacts.TikTok Shop client
3 months
From no sales to steady daily sales on TikTok Shop UK, February to May 2025. The dashboard is on our results wall, with the amounts covered to keep the client’s numbers private.
Is it for you
Is TikTok Shop right for your brand?
We would rather tell you now than after you have paid for samples. The free audit checks your numbers first.
A good fit if
- Your products show well on video, ideally in the first second.
- Each product can pay creators a 10–15% commission and still make money. Our fee calculator tells you in a minute.
- You have the stock for a good week and the cash for a first payout 31 days after delivery.
- You want a shop that sells every day, not one lucky video.
Not the right fit if
- Your margin is too thin to pay creators. We will show you that in the audit, before you spend anything.
- You want a viral moment more than a profitable shop.
- You can’t send samples or keep stock levels up while creators post.
Who runs your shop
Who runs your shop.
The one who always asks for more work.
Willow Goulding
Head of TikTok Shop
Willow was our youngest employee, and one we had to hire. Ask her what we can do for her and the answer is always the same: “more work to do”. Her calendar is already full to the brim, every day.
She runs our TikTok Shop department, and she is growing both our Creator Agency Partner programme and our clients’ TikTok sales, fast. She never accepts mediocrity, in her own work or anyone else’s.
- 2022
- Growing brands on TikTok Shop since
- 2,000+
- Creators in our affiliate network
- 3
- TikTok partner programmes: Shop, Creator Agency and Affiliate
Willow's four pillars: how a shop sells every day
- 01CreatorsAffiliates found, sampled and paid at a commission each product can carry.
- 02ContentBrand videos every week, so creators can see what sells and ads have something to run.
- 03LIVELIVE selling scheduled around your best sellers.
- 04AdsGMV Max behind the videos that already sell, judged on profit per order.
Alongside
Robert Prime
CEO and co-founder
Has built and sold businesses since 1999. Takes Mr. Prime into new channels and AI, and sets the strategy for every client.
Questions
Before you book.
What does a TikTok Shop agency do?
A TikTok Shop agency sets up and runs your shop: listings and shipping, creator and affiliate programmes, brand content and LIVE selling, and advertising through GMV Max. We also set every creator commission and ad target from what each product can afford, so growth makes money.
Are you an official TikTok Shop partner?
Yes. Mr. Prime is a TikTok Shop Partner, a TikTok Creator Agency Partner and a TikTok Affiliate Partner; the badges are shown at the top of this page.
How long does it take to start selling on TikTok Shop?
Registration and listing can be done in days if your documents are ready, and longer for restricted categories such as beauty or electricals, which need supporting documents. New shops then run under TikTok’s probation limits of 30 and then 50 orders a day until they graduate. Our step-by-step guide covers each stage.
How much does TikTok Shop take?
TikTok Shop UK charges a 9% commission, inclusive of VAT, on most categories, and an effective 5% on specified Electronics and Beauty & Personal Care categories. Creator commission, samples, shipping and ads are on top. Our fee calculator works out what an order leaves you.
Who runs my shop day to day?
Willow Goulding, our Head of TikTok Shop, and her team, with Robert Prime setting the strategy and checking the numbers. The people you speak to are the people doing the work.
Do I need to make videos myself?
No. We run a weekly rhythm of brand videos and LIVE for you and brief creators to make their own. If you or your team want to be on camera, we plan around you.
Will TikTok Shop take sales or stock from Amazon?
It can empty your Amazon stock if nobody plans for it. We run one stock plan across TikTok Shop and Amazon, so a good week on TikTok doesn’t leave your Amazon listings out of stock.
How soon will my shop sell?
We plan the first 90 days: every order priced in week one, set-up and probation in weeks one to three, creators from month two, and scaling from month three. One client went from no sales to steady daily sales in three months. Every shop is different, so we judge it on profit per order, not on a launch spike.
I'm a creator. Can I join your agency?
Yes. Creators apply through our creator agency page, which explains how we match creators with brands.
The commerce flywheel
One team. Four channels. One P&L.
TikTok creates demand. Amazon converts it. Shopify keeps the customer. AI search makes you the answer. We run all four as one plan, against one P&L.
See how the flywheel worksFind out what a TikTok order really makes you.
One call with Robert Prime and the team. We show you the three changes most likely to add net profit in the next 90 days, in writing, yours to keep.