Goli Nutrition’s $64M TikTok Shop playbook

1. Who is Goli Nutrition, and what are the numbers behind their growth?
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Goli Nutrition is an American health and wellness company founded in 2019 by Michael Bitensky and Deepak Agarwal, renowned for its innovative approach to dietary supplements. They gained prominence with the introduction of their Apple Cider Vinegar (ACV) gummies, making the consumption of traditional liquid ACV more palatable and convenient.
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Timeline of Goli’s growth:
​2019: Goli Nutrition launched its flagship Apple Cider Vinegar Gummies
​2020: Launched in Amazon
​June 2021: 30 days after launching Goli's Ashwa Gummies, reached #1 in multivitamin category in Amazon
​2021: Entered retail stores, making products more accessible to consumers.​
​2021: Reached $438 million sales, placing it among the top 25 supplement brands in the United States
​October 2023: Launched on TikTok Shop, tapping into the platform's vast user base.

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Among these, the Apple Cider Vinegar Gummies have emerged as the best-selling product on TikTok Shop, resonating with consumers seeking health benefits in a convenient form.

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Key numbers since their launch on TikTok Shop:

Total Revenue: $64.45 million​
​Total Sales Volume: 2.6 million units​
​Number of Products: 36​
​Relevant Videos: 206.7K
​Relevant Influencers: 30.9K
​LIVE units sold in last 30 days: 30,500 units​
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2. Winning strategy: What sets them apart?

Affiliate program with unique incentives:

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Goli Nutrition stands out as one of the first U.S. brands to implement a gamified incentive program for their TikTok Shop affiliates. Affiliates are rewarded not just with commissions but also with tangible rewards based on their sales performance.

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This gamified approach skyrocketed creator engagement, ensuring that affiliates pushed Goli’s products aggressively.

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Targeted outreach to creator communities:

Instead of mass recruitment, Goli strategically targeted creator communities on Discord.

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These groups—mainly 18-24-year-old content creators—were already engaged in social commerce.

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This focused approach allowed for a coordinated rollout of marketing efforts, ensuring passionate influencers could amplify Goli’s message at scale.

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Goli leveraged an aggressive seeding strategy, partnering with 4,900 creators, leading to an insane 177,000 videos posted on TikTok in just 30 days.

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This viral video alone drove $370,000 in sales:

https://www.tiktok.com/@holisticrealhealth/video/7407138751224270122 (Original video not available)

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3. Takeaways for brands

✓ Gamify your affiliate program: Unique incentives can fuel sales more than just high commission rates.
✓ Targeted creator outreach beats mass recruitment: A strategic, community-driven approach leads to higher engagement.
✓ Volume matters: More videos = higher discoverability = more sales.
✓ Live Shopping is a must: Interactive, real-time selling drives urgency and FOMO.

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4. The future: What’s next for Goli Nutrition?

Goli isn’t slowing down.

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Bigger incentives, broader outreach, and new product drops are on the horizon.

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Their goal? Cement Goli as the go-to wellness brand on every platform.

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With a winning formula in place, their next phase is all about scale.

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