Success on TikTok Shop is a pure volume game. Unlike other platforms with higher creative hit rates, TikTok Shop requires a massive amount of content—at least 1,000 videos monthly—because only about 1 in 200 videos is likely to go viral.

Unlike Meta's mature platform, TikTok Shop's algorithm starts with a blank slate. It requires significant initial sales data—around 100 to 1,000 orders—to learn who the right customer is and begin targeting lookalike audiences. This creates an initial momentum hurdle for new brands.

The platform's user base is highly price-sensitive and deal-seeking. Products priced in the $20-$30 range perform best. Brands selling luxury goods or high-priced bundles (e.g., $70-$80) will struggle to find product-channel fit on TikTok Shop.

Supplement brand Array treats TikTok Shop as a marketing channel, not a primary sales driver. While direct profitability on the platform is low, the "insane amount of impression share" generates a powerful halo effect, leading to profitable customer acquisition on their DTC site, Amazon, and in retail stores.

The brand runs paid ads on Meta specifically to recruit new affiliates. The ads are profitable on their own from direct product sales to people signing up. This creates a powerful growth loop: they acquire customers profitably while simultaneously building an army of affiliates who then generate even more sales.

TikTok Shop success creates a powerful "spillover" effect. Users see a product on TikTok, then search for it directly on Amazon for faster shipping. This high-intent, search-to-purchase behavior signals relevance to Amazon's algorithm, dramatically boosting the product's sales rank for key terms.

Instead of relying solely on paid ads, a niche e-commerce brand can partner with micro-creators in its vertical. This creates an ambassador network that provides both a powerful sales channel and predictive data on which products will perform best.

A powerful first move for a new brand is leveraging community-driven affiliate platforms. By getting the product into the hands of engaged creators in relevant communities, a brand can build authentic word-of-mouth and generate multi-million dollar revenue before ever investing in traditional CRM or paid media channels.

Unlike plugging a budget into Facebook or Google, affiliate marketing requires managing human relationships. Success depends on treating affiliates as partners, negotiating bespoke deals, and understanding individual motivations rather than simply optimizing for an algorithm.