Why your affiliate strategy isn’t working?
February 6, 2025
TikTok Shop is still new in the U.S. We’re all learning. But the biggest mistake emerging brands can make?
💡 Believing that all affiliates are equals.
They won’t.
As both a seller working with Affiliates and a Product & GTM leader working with DTC brands, I’ve seen firsthand how TikTok Shop’s affiliate program has transformed social commerce.
It’s one of the most powerful tools for helping brands skyrocket to millions of $$$.
TikTok Shop itself pushes the narrative that affiliates are the key to winning on the platform—and for many brands, they are.
In fact, 80% of a product’s GMV on TikTok Shop comes from Affiliates (as mentioned in last week’s newsletter).
But there’s a gap.
Despite TikTok’s emphasis on affiliate marketing, smaller brands struggle to break through.
The system favors high-commission, trending products over long-term brand building.
Why TikTok Shop affiliates matter
Affiliates are verified creators who promote and sell products for commission. They play a critical role in TikTok Shop’s ecosystem:
✔️ Affiliate-driven product page views strongly correlate with sales.
✔️ Top-selling products almost always have significant affiliate engagement.
✔️ TikTok Shop prioritizes affiliate-driven sales with continuous tools and incentives.
Emerging brands face major challenges:
🚨 Struggle to attract quality affiliates.
🚨 Oversaturated outreach—agencies and third-party platforms create fierce competition.
🚨 Spammy outreach tools reduce engagement rates.
🚨 High costs—brands must offer steep commissions and unlimited free samples to stand out.
Case study: Pre-launching a Korean premium makeup brand in the U.S.
We tested TikTok Shop’s Affiliate model by:
📦 Sending hundreds of free products.
💰 Offering competitive commissions.
🤝 Partnering with 100+ affiliates.
The results?
❌ Less than 10% of affiliates created meaningful content.
❌ Sales from affiliates made up less than 5% of total revenue.
❌ Our organic and paid efforts drove significantly better results.
For premium brands, TikTok Shop’s Affiliate marketplace often fails to deliver tangible and sustainable growth.
The solution? The A.S.C.E.N.D. framework
To navigate TikTok Shop without falling into the affiliate trap, emerging brands need a strategic approach.
🔍 A – Assess financial viability
✅ Can you afford 20-30% commissions without killing profitability?
✅ Do you have a budget for product seeding, ads, and potential upfront payments?
✅ What’s your break-even point?
🎯 S – Select the right affiliates
✅ Prioritize niche creators with engaged audiences over mass affiliates.
✅ Align with creators whose content and audience fit your brand.
✅ Vet creators based on past performance, not just views.
📢 C – Craft a clear strategy
✅ Define your marketing angle—what makes your product compelling?
✅ Test different content formats (unboxings, tutorials, transformations).
✅ Set clear KPIs (views, conversion rates, affiliate sales).
🛡️ E – Establish strong brand positioning
✅ Choose between community-focused niche creators or mass exposure.
✅ Protect brand perception—don’t over-discount or undervalue your product.
✅ Maintain consistent messaging across multiple affiliates.
📹 N – Nurture Live Shopping as an alternative
✅ TikTok Shop prioritizes live commerce—it boosts visibility.
✅ Engage directly with your audience and build trust.
✅ Reduce reliance on affiliates while fostering customer loyalty.
📈 D – Develop & scale based on data
✅ Track affiliate performance—who actually drives sales, not just views?
✅ Optimize commissions based on ROI, not industry norms.
✅ Continuously refine content strategies based on conversion data.
TikTok Shop still promotes affiliates as one of the top growth strategies—and I agree.
However, the system is more complex and competitive than ever—brands must adapt.
A one-size-fits-all affiliate strategy doesn’t work anymore.
Don’t fall into the trap.
Success depends on choosing the right partners, protecting your brand, and scaling strategically.
Empowering Global Brands to Lead on TikTok Shop US
