LTC: From £603 a Month to £7k a Day
The Challenge
LTC came to TikTok Shop as a Glasgow wholesaler with a broad catalogue and no product line built for creators to sell. In December 2025, the month before we started, the shop sold £603.48 from 61 orders, and creators sold £37.61 of it. The shop's own account sold nothing through LIVE before June 2026.
Our Approach
Outreach inside the weekly invite limit
We started creator outreach on 26 January within TikTok's weekly invite limit, and the first samples went out the next day.
Samples against written criteria
By late April LTC had 561 open sample requests. We wrote criteria for who gets a sample, so samples went to creators likely to post and sell. 581 samples were shipped to creators in all.
A narrower range
The original plan covered a wide catalogue. From April we narrowed it to squishy toys and toy bundles. The top product, a squishy toy bundle bag, made £42,202.11 between April and October, £39,160.97 of it through creators.
Monthly GMV competitions
From 6 May we ran a monthly GMV competition for creators selling LTC's products.
LIVE auctions from June
From 19 June we set up studio LIVE auctions with presenters, run sheets and LIVE ads, and coached the founder's own LIVE auctions. From 17 August we set up the week's LIVE events every week.
The Results
Creator GMV: £37.61 in December 2025, £25,327.26 in May 2026, when creators sold 88.7% of the shop's GMV.
Creators and content: 2 creators made a sale in December; 81 did in May, when creators posted 368 videos. 150 creators made at least one sale between January and September, and creators posted 982 videos and ran 566 LIVEs for the shop.
LIVE: from June, LIVE sold £181,997.88 to 14 October.
Shop GMV: £603.48 in December 2025, £69,298.25 in September 2026 and £61,681.30 from 1 to 14 October. The best day was £7,054.64 on 12 October. Between 14 April and 14 October the shop sold £262,257.15, up 1,296.9% on the previous six months.
Source: TikTok Shop Seller Centre and Affiliate Centre, pulled 14 October 2026.
Your Business?
Strategy Breakdown: The Journey to Success
Period: January to February
What We Did
Started outreach and sampling, with the first samples out on 27 January.
Result
February creator GMV £288.23 from 45 creator videos; 9 creators made a sale.
Period: March to April
What We Did
Kept outreach going within the weekly limit, narrowed the range to squishy toys and toy bundles, wrote sample criteria and shipped 254 samples in April.
Result
April creator GMV £18,532.62 from 299 creator videos; 67 creators made a sale.
Period: May
What We Did
Launched the monthly GMV competition on 6 May.
Result
Creator GMV £25,327.26, 88.7% of the shop; 368 creator videos; 81 creators made a sale.
Period: June to October
What We Did
Set up studio LIVE auctions from 19 June with presenters, run sheets and LIVE ads alongside the founder's own LIVEs, and the week's LIVE events every week from 17 August.
Result
LIVE sold £181,997.88 from June to 14 October. The shop sold £69,298.25 in September and £7,054.64 on its best day, 12 October.
Key Insights
Written criteria decide who gets a sample
With 561 requests open, criteria sent samples to creators likely to post and sell.
One product line gives creators one thing to sell
The squishy toy bundle bag carried £39,160.97 of creator sales between April and October.
Competitions reward the creators who already sell
The first competition ran from 6 May. May was the creator programme's best month, with £25,327.26 of creator sales from 81 creators.
Creators build demand, LIVE turns it into daily sales
Creators took the shop to £25,327.26 in May. LIVE auctions from June took it to £69,298.25 in September and a £7,054.64 day in October.
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