Unpacking the Impact of TikTok Shop’s GMV Max: One Month Later

We’ve been running TikTok Shop’s new GMV Max shopping ads for our clients for the past month now, and it’s time for a progress update! 

The results so far? Pretty exciting! But, like with any new tool, there have been some key learnings and adjustments along the way.

For those who aren’t familiar, GMV Max is an AI-powered campaign tool designed to help retailers automate ads and maximise Gross Merchandise Value (GMV) by optimising total ROI across organic, paid, and affiliate traffic. By automatically managing creative assets and campaign settings, it ensures ads work smarter, not harder. 

Our client’s goals for 2025 are to scale up revenue efficiently without overspending. When GMV Max launched, we saw the perfect opportunity to test it against their targets. One month in, we’re looking at what’s working, what could be improved, and how we’re optimising the strategy for even bigger wins.

The Setup

When launching GMV Max, our approach was to full-scale test with no external interference. We wanted to see exactly how well the system could perform on its own, without any manual adjustments.

At the start, we established key benchmarks to measure success, such as a minimum target ROI.

To fully test GMV Max’s capabilities, we added all the products to the campaign and let the system take over. There were no additional ads running on any products, no manual bid adjustments, and no external optimisations – just GMV Max operating with its automated strategy.

By taking this hands-off approach, we could get a clear, unbiased view of GMV Max’s strengths and limitations, and use that data to further optimise and plan next steps.

The Results So Far

After just one month of running GMV Max, the results have exceeded expectations, showing significant improvements in both cost efficiency and overall performance. 

Since GMV Max is a brand-new tool, we weren’t sure exactly how well it would perform. But after just one month, it has exceeded expectations across the board:

• Order volume increased by over 100%.
• ROI grew by more than 80%, exceeding our initial targets.
• The campaign is now generating more revenue while maintaining a lower CPC.

With a large increase in orders processed and an ROI well above our minimum target, GMV Max is proving to be an effective tool for maximising return on ad spend while scaling order volume efficiently.

While these results are a strong start, there’s still room for improvement.

It’s not all sunshine and roses: Future Optimisations & Strategy

While GMV Max has been highly effective in driving sales efficiently for our client, there are definitely ways to further improve overall sales and ad performance. 

For one, GMV Max works best for products that already have organic or affiliate traction. This means any products without existing engagement do not receive anywhere near the same level of visibility within the campaign, to the point some have no spend whatsoever. 

To further scale total sales and consider these under-promoted products, a combination of ad types is required. A separate ad strategy for those products will be key to ensure that they have the opportunity to perform and the client’s product sales portfolio remains diverse, rather than just those prioritised by GMV Max. 

Secondly, because GMV Max prioritises existing performance signals, we need to support our clients to create additional high-quality video assets to help boost engagement further. These additional video assets will make it easier to drive traffic and sales for these overlooked products.

By combining GMV Max’s automated efficiency with a targeted, more manual ad strategy, we can take a balanced approach to increasing revenue growth across the whole product ranges on offer.

Final Thoughts 

After a month of running GMV Max, the results speak for themselves. We’ve seen clear improvements in efficiency, order volume, and return on ad spend, making it an important tool for automating ad management, optimising spend, and driving sales efficiently.

That said, it’s not a one-size-fits-all solution. While GMV Max works well for products with existing organic or affiliate traction, some products still need extra support to gain visibility. This means brands should take a balanced approach, leveraging automation where it works best while actively managing products that need a push.

So, would we recommend GMV Max to other businesses? Absolutely – when used strategically. It’s a great way toIs GMV Max worth it? What’s working, what isn’t, and how are we refining the strategy to get even better results?
boost revenue and improve efficiency, but to get the most out of it, it should be part of a wider, well-planned marketing strategy.

For more information on how Distract can help your business with TikTok Shop strategy campaigns, please get in touch and claim your free audit.