5 TikTok Shop Features You Might Not Be Using (But Should)

TikTok Shop has evolved from a simple in-feed checkout button into one of the most sophisticated e-commerce ecosystems in the world.
Yet most brands still use only a fraction of its capabilities.

At Somerce, we regularly audit client accounts and find the same pattern — 70 % of sellers rely on just the basics: product uploads, Live integration, and Spark Ads.
The real growth happens when you dig deeper.

Here are five powerful TikTok Shop features hiding in plain sight — and how to start using them today.

1. GMV Max Ads – Let the Algorithm Chase Revenue

TikTok’s newest campaign objective, GMV Max, optimises for sales value instead of clicks or conversions.
It automatically shifts budget between SKUs and audiences based on which combinations generate the most Gross Merchandise Value.

Why it matters

• Campaigns learn 40 % faster than standard Conversion objectives.
• Somerce clients report 3–5× ROAS improvements within the first month.
• It works brilliantly with multi-SKU stores and bundle promotions.

How to use it
Link your product catalogue, select “GMV Max” in Ads Manager, and upload at least five creatives per ad group so TikTok can test dynamically.
Pair it with Fulfilled by TikTok for maximum trust and speed.

2. Video Shopping Ads – The Hybrid of Content and Commerce

This format combines the storytelling of In-Feed ads with direct product tagging.
Users can watch, click, and buy without leaving the video.

Why it’s underrated
Many brands still use static image listings instead of video-first ads — missing TikTok’s strongest engagement trigger.

Pro tip from Somerce
Film vertical 15- to 25-second demos that show use + result + reaction.
When Glow For It switched from static to Video Shopping Ads, click-through rates jumped 42 % and GMV doubled in 30 days.

3. Product Bundles and Collections – Raise AOV Effortlessly

TikTok lets you group complementary products into themed bundles directly inside Shop Manager.
Bundles convert higher because they create instant “routine” logic for buyers.

Examples

• “Morning Glow Kit” for skincare
• “Starter Gym Stack” for wellness
• “Date-Night Essentials” for beauty brands

Somerce insight
Across our clients, bundles deliver 35–40 % higher average order value and perform best when promoted during Lives or via creator tutorials.

4. Live Replays & Pin Products – Keep Selling After You End

Most sellers go Live, make sales, and log off — leaving thousands in missed replay revenue.
TikTok now lets you pin products to Live replays and maintain full Shop functionality after streaming ends.

How to activate

• In Live Center → Past Lives, toggle “Shop Products in Replay.”
• Promote the replay clip with Spark Ads to re-engage viewers who missed the session.

Somerce clients using pinned replays see 20–25 % additional GMV over the next 72 hours post-Live.

5. Creator Affiliate Dashboard – Your Private Salesforce

Beyond individual commissions, TikTok’s Affiliate Dashboard (within Creator Marketplace) allows brands to:

• Track creator-by-creator GMV
• Offer tiered commissions
• Identify breakout sellers to feature in Lives

This turns your creator network into a performance-based growth engine.
When Icy Bear activated tiered commissions through Somerce, top affiliates increased posting frequency by 60 %, driving 42 % month-on-month sales growth.

Bonus: Optimise Fulfilment and Ratings

Fast delivery now affects algorithmic ranking.
Listings with FBT (Ships Today) and ratings above 4.6 receive preferential placement on Shop homepages and Live carousels.
Audit fulfilment weekly — it directly impacts your ad efficiency.

The Somerce Take

“TikTok Shop is no longer about being early — it’s about being efficient.
The brands that master these deeper features will own discoverability and conversion.”
— Joe Yates, Co-Founder, Somerce

If you’re already selling on TikTok but feel your results have plateaued, start with one feature from this list, test for two weeks, and measure GMV impact.
Small tweaks, big returns.

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