TikTok Shop questions, answered
About Pear
What is Pear Growth?
Pear Growth (Pear) is a London TikTok Shop agency and registered TikTok Shop Partner, recognised by TikTok as a top five TikTok Shop Partner for FMCG. We help UK brands sell on TikTok Shop through affiliate creator campaigns, TikTok LIVE shopping, GMV Max and Spark Ads, and day-to-day shop management.
Where is Pear based?
London. Pear Growth Ltd is registered in England and Wales (company number 15922485) with its registered office at 28 Queen Street, London EC4R 1BB. We work with brands selling on TikTok Shop in the UK.
Who founded Pear?
Tom Stanley and Sahil Patel. Tom worked at TikTok before founding Pear and is a Chartered Accountant and Chartered Tax Adviser.
Is Pear an official TikTok Shop Partner?
Yes. Pear is a registered TikTok Shop Partner, which means we work directly with TikTok's ecommerce team.
What kinds of brands does Pear work with?
Consumer brands selling physical products in the UK, including FMCG, supplements and wellness, beauty and personal care, and food and drink. We work best with brands that have positive margins on their hero products and can supply stock and samples quickly.
Working with Pear
What does a TikTok Shop agency do?
A TikTok Shop agency runs the work that turns a TikTok Shop into a sales channel. That means shop set-up and listings, recruiting and managing affiliate creators, LIVE shopping, ads such as GMV Max, and weekly reporting. At Pear, success is measured in sales, not views.
How does Pear work with a new brand?
Four stages. A free strategy session, where we review your shop, content and goals. A kick-off, where we agree sales targets and who approves what. Foundations, where access, product information, claims, pricing and stock are checked before anything goes live. Then launch and scale, where creators, content, LIVE and ads are added in the order that suits your shop.
Who will we work with day to day?
A shop strategist who leads your account and an affiliate manager who runs your creators, with a LIVE manager added when LIVE starts.
How do you report results?
A weekly update on your key numbers and a monthly business review. Targets are set in sales for day 30, 60 and 90.
How much does a TikTok Shop agency cost?
It depends on which services you need. We recommend a plan and share a proposal after the free strategy session.
How long until we see results?
The first month is mostly foundations and creator recruitment. Growth usually builds from month two or three as creator content builds up.
What do you need from us?
Access to your TikTok Shop and related accounts, product and stock information, approval of claims and prices, and quick sign-off on decisions.
Should we use an agency or build an in-house team?
An agency suits brands that need shop management, creators, LIVE and ads running at once and do not yet have people who can own each of them daily. An in-house team makes sense once TikTok Shop is a large, steady channel and you can hire for each role. Many brands start with an agency and bring some work in-house later.
Creators and affiliates
How do you find creators for a TikTok Shop?
We look for creators already selling similar products, including those selling for competitors, then use our own creator database and Lumo, our creator matching software. Every creator is checked before outreach.
Is commission enough to attract creators?
Sometimes, but rarely for a brand new shop. We start with samples and commission, then add bonuses, competitions or paid videos if response is below target.
Who handles product samples?
We approve sample requests daily against criteria you agree and follow up with each creator until their video is posted. You or Fulfilled by TikTok dispatch the stock.
How do you stop creators making claims we cannot support?
Every brief uses only claims you have approved in writing, and we review content before we put any budget behind it.
Ads and GMV Max
What is GMV Max?
GMV Max is TikTok's automated campaign type for TikTok Shop. It uses your shop's product videos, including creator content, to drive sales, and optimises towards gross merchandise value.
When should a TikTok Shop start running ads?
Once enough creator content exists to show what sells. For most brands that is not in the first month, because spending before you have proven content usually wastes budget.
Who pays for ad spend?
You do, through your own TikTok Ads Manager, so you keep ownership of budget and data.
How do you judge whether ads are working?
On incremental return, meaning the extra sales ads create, tested with regular holdouts, against a break-even return worked out from your unit costs.
TikTok LIVE
When should a brand start TikTok LIVE shopping?
Once creator and organic content are already creating demand for your products. LIVE converts warm audiences best, so we usually add it after the first stage of growth.
Is TikTok LIVE right for every brand?
Not always. Products that are easy to demonstrate, bundle or collect tend to do best. We will tell you honestly in the free strategy session.
Do you provide LIVE presenters?
Yes. We match experienced hosts from our vetted network to your category, and we can also run creator-led lives.
How do you measure LIVE performance?
Mainly on sales per streaming hour, alongside viewers, conversion rate and return on any LIVE ad spend.
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