How a wellness brand did $1.17M on TikTok Shop in twelve months
Wellness is one of the most crowded categories on TikTok Shop. This brand already had the audience — nationally recognised, products people genuinely talk about — and no way to sell to it on the platform. Over twelve months the channel turned over $1,166,979, and creator content drove close to two thirds of it.
The brand
A nationally recognised wellness brand with a loyal following and products that already got talked about. They came to Sohva with real organic momentum and one question: how do you turn buzz into a channel that actually bills? The answer was a creator program run at a scale most brands never attempt.
The year, month by month
Not a straight line. Two months carried the year, and the account held its floor between them rather than giving the gains back.
| Month | GMV | What happened |
|---|---|---|
| Jul 2025 | $51,830 | First month on the channel. |
| Aug 2025 | $77,610 | |
| Sep 2025 | $62,412 | |
| Oct 2025 | $74,205 | Roster and content built ahead of Q4. |
| Nov 2025 | $165,098 | Black Friday and Cyber Monday. The biggest month of the year. |
| Dec 2025 | $102,340 | Holds at double the pre-Q4 run rate. |
| Jan 2026 | $101,422 | |
| Feb 2026 | $88,682 | The one real dip. |
| Mar 2026 | $127,587 | Campaign push. Second-biggest month. |
| Apr 2026 | $98,860 | |
| May 2026 | $101,851 | |
| Jun 2026 | $115,081 | Closes 2.2× above month one. |
By the numbers
Twelve months, July 2025 through June 2026.
Where the revenue came from
Creator videos alone produced nearly three times what the brand’s own product listings did.
In dollars: $714,027 from creator videos, $242,091 from the product card, $70,819 from linked account videos, $68,755 from seller videos and $3,497 from creator LIVE. Those five channels account for 94% of the year’s GMV; the balance sits outside them.
107 creators posting. Every day.
Sohva sourced, briefed and activated a large and varied pool of creators who posted 26,217 videos and 12,152 LIVE streams across the year. At that volume the program stops being a campaign and starts being infrastructure — and creator content became the account’s dominant revenue channel.
How we did it
A creator program run as infrastructure
Sourcing, briefing, performance tracking, commission management and sample seeding, all handled end to end. Finding creators is the easy part. Keeping a hundred of them posting every day for a year is the part that takes a system.
The calendar planned around the peaks
Black Friday and the spring campaign push produced the two biggest months of the year, $165,098 and $127,587. Both were planned for months ahead, not reacted to.
Every layer of the channel, not one
Product listing optimization, LIVE stream coordination, affiliate commission structures and weekly data reviews.
Want to know what this looks like for your brand?
Sohva runs TikTok Shop end to end: shop setup and management, creator and affiliate programs, live selling, paid media and SKU-level reporting. Book a call and we will walk through your account.
Book a strategy callAbout these numbers
Figures are TikTok Shop seller-reported for a single brand over twelve months, July 2025 through June 2026. The monthly figures sum to the stated total. The brand is not named here. Channel attribution is TikTok Shop’s own, and the five channels shown account for 94% of GMV. One account is one account — this is what happened in this one, not a forecast of what happens in yours.