The Hidden Lever Behind $200M in TikTok Shop Sales

Top TikTok Shop sellers aren’t winning with ads, affiliates, or coupons, they’re winning with hashtags. On Shop, hashtags are generating revenues, not just discovery.

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I learned this while working at Pinterest in its early days. Smart brands weren't just pinning pretty pictures - they were reverse-engineering which keywords drove purchases, when to start using them, and then doubling down on related content ahead of their competition.

TikTok Shop works the same way. The winners aren't throwing random hashtags at their content. They're treating hashtags like performance marketing assets, guiding content and planning.

Charm.io, a TikTok Shop analytics platform, has a unique feature to attribute sales to hashtags. That’s why I partnered with Charm.io’s data team to create the first TikTok Shop Hashtag Playbook, linking hashtag activity directly to verified GMV.

For example, Kitsch made $1.6M from one hashtag (#HeatlessCurls).

Imagine what you could do with the right hashtags.

Download the Playbook Here