Most brands are doing TikTok Shop backwards.
They're pushing product links to people who just discovered them 30 seconds ago.
Then they wonder why their conversion rate is terrible and their GMV is flat.
Here's what's actually working right now.
What content to create on TikTok Shop at each stage (to maximize sales):
TOFU (scrolling, not buying yet):
Product demos solving a specific problem
"Day in the life" content showing real use
Zero sales pitch in the first 3 seconds
Hook focuses on the problem, not your brand
Soft CTAs like "wait for it" or "watch till the end"
These people aren't ready to buy today.
Stop forcing the sale.
Your job here is to get them to stop scrolling and actually pay attention.
Not to jam a product link down their throat.
MOFU (considering it):
Comparison content (you vs alternatives)
Creator testimonials showing real results
Before/after transformations
Address objections directly (price, shipping, does it actually work)
CTAs focus on "see it in action" or "check the reviews"
Now they know who you are.
They're interested.
But they're not convinced yet.
This is where you build trust and handle objections before they even ask.
BOFU (ready to convert):
Product page tours showing exactly how to buy
Bundle breakdowns with clear pricing
Scarcity hooks ("only X left" or "sale ends tonight")
Creator codes and exclusive discounts
Lives showing the checkout process in real-time
These people are ready.
They just need a reason to buy right now.
Give them one.
Run cold traffic TOFU content.
Retarget scrollers with MOFU.
Convert warm audience with BOFU Lives and urgency posts.
Most brands push product links to cold traffic and wonder why their GMV is flat.
The brands winning on TikTok Shop right now understand that conversion is a journey, not a single post.
They're mapping content to where people actually are in the buying process.
Not where they wish they were.
Want help building this funnel for your brand?
Book a quick strategy session with me where I’ll walk through exactly how to implement this for your product.
- Ashley Wright
Founder & CEO, Social Tale