TikTok has evolved far beyond just a place for trending dances and viral challenges. With the rapid rise of TikTok Shop, businesses now have a powerful new way to engage shoppers and drive sales directly through the platform. One of the most effective strategies for boosting visibility and revenue is through TikTok Shop Promotions and GMV (Gross Merchandise Value) Ads.
In this blog post, we’ll walk you through how to set up both, so you can take full advantage of TikTok’s e-commerce capabilities and scale your sales like never before.
What Is TikTok Shop?
TikTok Shop is TikTok’s built-in e-commerce solution that allows sellers to promote and sell products directly through in-feed videos, LIVEs, and a dedicated Shop tab. Think of it like Instagram Shopping — but optimized for TikTok’s unique algorithm and creator-powered ecosystem.
Why Use Promotions and GMV Ads?
- Promotions help drive traffic by offering discounts, coupons, and special deals.
- GMV Ads (Gross Merchandise Value Ads) are performance-driven ads that aim to maximize your product sales and revenue across TikTok’s ecosystem.
These tools allow brands and creators to push products to a much wider audience and convert views into actual purchases.
Step-by-Step: Setting Up TikTok Shop Promotions
1. Log Into Your TikTok Shop Seller Center
First, visit TikTok Shop Seller Center and log in with your seller account. If you don’t have one, you’ll need to register as a seller first.
2. Navigate to ‘Promotions’
From your dashboard, go to Marketing Center > Promotions.
3. Choose Your Promotion Type
TikTok offers several options:
- Discounts – Offer a percentage or flat amount off.
- Flash Sales – Time-limited deals to create urgency.
- Coupons – Incentivize customers with redeemable codes.
- Free Shipping – Boost conversions by removing shipping fees.
4. Set Promotion Details
You’ll need to define:
- Product(s) included
- Discount amount
- Start and end date
- Quantity limits (optional)
Be sure to preview how your promotion will appear in the Shop to ensure it aligns with your branding.
5. Launch & M onitor
Once active, monitor your campaign’s performance in the Marketing Center, and make adjustments as needed.
Step-by-Step: Setting Up GMV Ads on TikTok
To create GMV Ads, you’ll be using TikTok Ads Manager — this is where you can run performance-based campaigns focused on generating direct sales.
1. Create a TikTok Ads Manager Account
Visit TikTok Ads Manager and create an account if you don’t have one.
2. Choose the Right Campaign Objective
Select Conversions or Product Sales as your campaign objective. This ensures your ad is optimized for GMV growth.
3. Install TikTok Pixel or Connect TikTok Shop
You must either:
- Install the TikTok Pixel on your site to track conversions, or
- Connect your TikTok Shop directly to the Ads Manager.
Connecting TikTok Shop is recommended for seamless product tracking and reporting.
4. Set Your Audience & Budget
Define your audience based on:
- Location
- Age
- Interests
- Behaviors
Then set your daily or lifetime budget and schedule.
5. Create High-Converting Ad Creatives
TikTok is all about authenticity. Use short-form videos, UGC (user-generated content), or influencer collaborations that blend naturally into the feed.
Pro tip: Use TikTok’s Video Creation Kit or Smart Video tool for quick, engaging content.
6. Launch & Optimize
Once live, track your GMV performance through TikTok Ads Manager’s analytics dashboard. Pay attention to:
- ROAS (Return on Ad Spend)
- CPC (Cost Per Click)
- Conversion Rate
Adjust targeting, creatives, or budget based on what’s working.