TikTok GMV Max case study: catalog activation, the learning curve, and how algorithmic learning converted silence into sales.
When we first flipped on TikTok GMV Max for a fashion catalog at PT Nana Trend Lestari, the first month felt… quiet. The campaign spent Rp 37,869 and returned 0 orders — a tough placebo moment any performance marketer dreads. But this was expected: GMV Max is an algorithm-first product that needs room (and patience) to learn.
Our objective was clear and modest: activate catalog-based conversion on TikTok, survive the learning phase, and find repeatable signals for scaling. What happened next became a textbook example of trusting the algorithm — with the right tactical nudges.
Activated TikTok GMV Max for catalog-based conversion — not one-off ads, but a catalog feed to enable product-level learning.
Monitored the learning phase closely — daily checks on cost, impressions, and any early signals. Month 1 gave zero conversions, but we treated that as data, not failure.
Iterated targeting & creative — swapped short-form creatives, tightened product titles, and tested thumbnails aligned with top-performing SKUs from our Shopee data.
Segmented the catalog — grouped SKUs by past marketplace behavior (views, add-to-cart, conversion) to let the algorithm prioritize likely winners.
The key: small, data-driven interventions while giving the algorithm time to optimize.
Month 2 told the real story.
Ad spend: Rp 53,054
Orders: 24
Revenue: Rp 1,707,446
ROI: 32.18×
From zero conversions to 24 orders on a tiny budget — that’s algorithmic learning at work. The campaign validated that once the system understands which catalog segments resonate, it can find and convert buyers efficiently.
GMV Max is patience-first: the first month can be silent; treat it as a learning window.
Catalog quality and segmentation matter: feeding the algorithm clear signals (best SKUs, accurate titles, good thumbnails) accelerates results.
Small spend can prove big ideas: you don’t need a massive budget to test new algorithmic ad types — you need a disciplined test plan and quick iteration.
Actionable insight: we identified high-performing catalog segments that are ready for scaling across TikTok and marketplace channels.
This activation was more than one profitable sprint — it was a learning playbook. TikTok GMV Max rewarded patience + structure: let the algorithm learn, then scale the winners. For e-commerce brands, that combination — catalog readiness, creative alignment, and disciplined monitoring — is a low-cost gateway to outsized returns.
Objective:
To optimize TikTok GMV Max campaigns for a fashion brand and achieve stable conversion performance after the learning phase.
Actions:
Results:
