We scaled Divi from $0 to $4,760,374 on TikTok Shop in less than a year.
Here's the exact playbook we used and the mistakes that almost killed it before it started:
We launched with bundles in July, trying to push AOV higher right out of the gate.
Sent out 230+ units that month.
Nothing gained momentum.
Here's why: Bundles don't work early on TikTok Shop because you haven't built social proof yet on the platform.
Nobody wants to buy a $100 bundle from a brand they've never heard of.
So, we pivoted hard in August.
Doubled down on one hero product, the $48 scalp serum.
Sent out 541 units that month alone.
Content output exploded from 294 pieces to 1,080 pieces.
More content meant more chances to hit.
Then we found Katherine.
She was already using the product before we even reached out.
Posted one video with real storytelling about her thinning hairline.
That single post sold 348 units and generated $16K in one week.
76% of our sales that week came from one video.
That was the inflection point.
The next month, we jumped from $6.1K to $64.8K in GMV.
A 957% increase.
Once you find a winning hook and formula, other creators notice.
They want to work with products that are already selling.
Social proof creates gravity.
Lives became the next growth engine.
The first live resulted in $1 in sales.
Embarrassing.
But we stuck with it. Trained hosts better. Partnered with a team in Dallas.
10 months later, one live did $210K in GMV.
Over 10,000 sales in 12 hours.
Here's where it gets interesting:
Those bundles that failed at launch… we brought them back later with a twist.
Created bundles around our top-performing creators.
$64 shampoo bundle. $88 creator bundle. Even an $88 founder bundle.
Now we had the social proof to make higher AOV work.
The psychology shifted. People weren't buying a random bundle anymore.
They were buying Katherine's bundle or the founder's bundle.
We also built a creator community off-platform.
Started with WhatsApp, moved to Discord based on what creators wanted.
Then, we ran a 2-month incentive campaign.
Got 7,000 pieces of content for about $11 per video.
That campaign generated 26 million views.
The platform went from us chasing creators to managing inbound requests.
When your product starts moving, creators find you.
They want to promote what's already selling.
Social proof on TikTok Shop creates a ripple effect.
Now, Divi sells a $131 product on TikTok Shop with over 16,800 sales to date.
People said premium products don't work on TikTok Shop.
They were wrong.
You just need time to build momentum and social proof first.
Here's what we learned:
Start with your hero product, not bundles
Send 250+ samples per week if you can
Pay creators who already use your product
Build a community off-platform
Track everything obsessively
TikTok Shop starts slowly.
But when it hits, it scales like a rocket.
If you're ready to build this kind of momentum for your brand, let’s chat.
Ashley Wright
Founder & CEO | Social Tale