TikTok Shop operations5 min read
Background & challenge
This is an established TikTok Shop store. Revenue was already around 1 billion VND every 28 days. The brand name and category are withheld by agreement.
For a store at this scale, the question is no longer “are there orders or not”. The challenge is to keep growing without breaking what already works: store health, shipping rates, ratings and profit margin.
Typical worries for store owners at this stage:
- Increasing ad spend risks inflating costs without increasing profit.
- Pushing more orders risks the warehouse and shipping falling behind, with the platform deducting points.
- Deep discounts raise revenue but drag down order value.
The goal: grow GMV steadily, bring in new customers, and keep store health at Good.
Diagnosis from the data
The “Last 28 days” dashboard (updated Oct 8, 2026) shows 4 key metrics:
| Metric | Result | vs. previous 28 days |
|---|---|---|
| GMV | 1,127,835,077 VND | +13.55% |
| Customers | 17,656 | +19.29% |
| SKU orders | 18,359 | +18.23% |
| Visitors | 147,234 | +24.54% |
The figures below are calculated from the dashboard data (the previous period is back-calculated from the % change, so these are estimates):
- Conversion rate (customers / visitors): about 11.99%. Previous period about 12.5%.
- GMV per customer: about 63,900 VND. Previous period about 67,100 VND.
- GMV per SKU order: about 61,400 VND. Previous period about 64,000 VND.
- SKU orders per customer: about 1.04 — most customers buy a single item.
- Previous-period GMV: about 993 million VND. The increase is about 134.6 million VND.
The good news: visitors grew fastest (+24.54%), pulling customers up with them (+19.29%). The store is gaining new people, not just selling again to existing customers.
A small “bottleneck”: conversion rate and order value both slipped by about 4–5%. More people came in, but each spent slightly less. In addition, store health is Good but 2 metrics are below threshold, including a fast-dispatch rate of 83.96%.
Growth strategy
This is the framework LDH Media applies to “established store, needs steady growth” cases. No client-specific details are disclosed.
Phase 1 — Protect the base
- Review the core product group: which products drive most of the GMV, and how long inventory will last.
- Standardize product pages: images, titles, descriptions, and clear original and selling prices.
- Set a daily order-processing schedule so orders do not pile up at the end of the day.
- Check Account Health every week and act immediately on any metric that hits its threshold.
Phase 2 — Open new customer sources
- Keep GMV Max running steadily instead of switching it on and off on gut feeling.
- Expand the network of mid-tier and small KOCs to get new videos every week.
- Join platform campaigns that fit the profit margin, rather than every program.
Phase 3 — Raise order value
- Design bundles and free gifts so customers add a second item.
- Set vouchers by order threshold (spend X to get a discount) instead of flat price cuts.
- Re-measure GMV per customer every week to see whether bundles actually work.
Results
| Metric | Result | vs. previous 28 days |
|---|---|---|
| GMV | 1,127,835,077 VND | +13.55% |
| Customers | 17,656 | +19.29% |
| SKU orders | 18,359 | +18.23% |
| Visitors | 147,234 | +24.54% |
| Store health | Good | 2 metrics below threshold |
The original Seller Center dashboard screenshot is at the top of the article.
What matters most here is not the +13.55%. It is that all 4 metrics grew together while store health stayed at Good. That is the kind of growth that can be repeated next month.
Analysis: where the growth came from
GMV can be broken into 3 parts: visitors × conversion rate × GMV per customer. Calculated from the dashboard data:
- Visitors: +24.54% — the main driver.
- Conversion rate: about −4% (from about 12.5% down to 11.99%).
- GMV per customer: about −5% (from about 67,100 VND down to 63,900 VND).
Multiplied together: 1.245 × 0.96 × 0.95 ≈ 1.136, consistent with the +13.55% GMV.
In other words, almost all of the growth came from traffic. That is both a good sign and a warning:
- Good: new customer sources are opening up, and the store does not depend on existing customers.
- Warning: when traffic grows fast, there are usually more “browsers” who are not ready to buy. A slight dip in conversion is normal, but if it keeps falling over several periods, the quality of the traffic sources and product pages needs review.
On order value: GMV per SKU order fell about 4%. This may be because new customers tend to buy lower-priced products to try, or because the share of promotion-driven orders rose. The fix is to push bundles and threshold vouchers in phase 3, rather than discounting further.
On operations: the fast-dispatch rate of 83.96% is below threshold. As orders keep growing, this metric is usually the first to deteriorate. What to do: split packing into shifts, prioritize orders close to their deadline, and check stock of best-selling SKUs so there is no waiting for goods.
Lessons for store owners
- Do not look at GMV alone. Check whether all 4 metrics move in the same direction. Growing together means healthy growth.
- Calculate 3 numbers yourself every week: conversion rate, GMV per customer, GMV per order. It takes 5 minutes with the dashboard.
- When traffic grows fast, accept a slight drop in conversion, but set a stop threshold so you know when to fix things.
- Fix shipping metrics before scaling. Keeping store health at Good is an asset; once lost, it is very hard to win back.
- Raise order value with bundles, not with deep discounts.
Actual results depend on the product, price, inventory, budget and platform policies. This is not a commitment to results for every client.
Is this your situation?
- The store hit roughly 1 billion VND a month and then stalled, hovering around the same figure every month.
- We wanted to grow further, but feared that pushing too hard would hurt shipping rates and ratings and get the store penalized by the platform.
- Every revenue increase required deep discounts, and at month-end profit did not rise accordingly.
- The dashboard showed growth, but we did not know what was driving it, so we could not keep doing the right things.
LDH Media audits your store or ad account for free and points out the 3 things to fix first — based on real data, not sales promises.
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