Built immi’s TikTok Shop from zero to $215K in GMV during a four-month test in 2024, including $200K in August, and briefly reached #2 in Food & Beverage.
I led shop setup, listings, pricing, bundles, affiliate economics, and profitability tracking. I developed creator sourcing criteria and the brief, managed sampling, coached affiliates, and proposed the content test and creator pivot. I led the Discord creator program with support from the founder; we made the decision to pause together.
Four-month test · 2024
We wanted to establish TikTok Shop as a new sales channel for immi. That meant building both the shop’s operating foundations and a creator program that could generate consistent sales.
We sent roughly 200 samples a month, but results were fragmented: several affiliates generated one to five sales, without a breakout creator.
I managed product listings, syncing, offers, pricing, bundles, and affiliate commission tiers. I also built relationships with TikTok contacts to resolve issues and access beta tools.
I used Euka for outreach and sampling, and Kalodata to identify rising creators working with competitors and adjacent brands. Our creator brief explained the product, use cases, strongest hooks, and examples of high-performing content.
When seeding wasn’t producing a breakout, I uploaded existing UGC and top-performing ads and tested GMV Max. Paid distribution helped founder videos gain traction, followed by continued organic reach. Two videos reached millions of views, while others exceeded 500K.
As sales accelerated, established creators began requesting to work with us—the affiliate flywheel we had been trying to build.
Customers liked the macros, but some disliked the taste and chewy texture. As product ratings fell from 4.8 to 3.8 stars, sales slowed. A softer, less chewy reformulation was already planned for the following year.
I shifted from broad seeding to five creators recruited through Discord, offering an upfront fee plus commission for 30 videos per creator each month. I led the setup with the founder’s support, which helped us move quickly. Two of the five creators delivered a positive ROI, but negative reviews continued.
September sales across Amazon and DTC fell below earlier baselines. The team suspected negative TikTok reviews were contributing, although we couldn’t isolate their effect. The founder and I decided to pause TikTok Shop until the reformulation was available.
The test delivered profitable sales and substantial exposure. It also showed that scaling distribution further depended on improving the product experience.
Approximately $200K generated in August.
Food & Beverage shop
for several days
Profit after all expenses
across the full test
~200 samples a month.
Scattered affiliate sales.
Existing UGC + founder videos.
Paid traction, then organic reach.
Five committed Discord creators.
Two delivered a positive ROI.
Product ratings fell from 4.8 to 3.8.
Wait for a softer reformulation.
+15% Amazon
+10% DTC
Observed sales lifts against prior-month baselines during the viral period; not isolated TikTok attribution.