/ skinnyfit
services
strategy
tiktok shop launch
strategic key merchant
compliance and appeals
shop operations
affiliate recruitment
gmv max
web ads
fulfilled by tiktok
engagement
Managed service, embedded with SkinnyFit’s finance, operations, creative and marketing teams · United States
partner status
Dual badged TikTok Platinum Marketing Partner
links
overview
Commerce Social leads TikTok Shop strategy, compliance and appeals, shop operations, affiliate recruitment, GMV Max and web ads, and the move to Fulfilled by TikTok for SkinnyFit, keeping every listing and every creator video inside TikTok’s policy while creator output grows period over period.
outcomes
highest tier Strategic Key Merchant status, secured in the first month
creator videos posted across three reporting periods
of weekly GMV from organic creators, up from 13% in the first week of orders
flagged products back live on the shop
↳
Three flagged products, all back live.
TikTok froze the brand’s gummies and NLP-1, its berberine and probiotic product, on weight loss policy and flagged the Super Youth listing on the “skinny” trademark. Commerce Social ran the appeals, the packaging and claims rework and the listing audits until all three were live.
↳
Creator content took over.
Once creators had product in hand, creator videos came to drive the shop’s GMV, reaching all of it in a single week, with GMV Max layered on top only behind videos already selling.
↳
Enterprise rigor, at launch speed.
A1 status landed in the first month with every creator brief written to approved claims, every appeal filed with documentation, twice monthly reviews with the brand’s finance, operations and marketing leads, and reporting sourced straight from Seller Center.
about skinnyfit
SkinnyFit is a women’s wellness brand best known for Super Youth multi collagen peptides, with a catalog spanning collagen, gut health and daily wellness. Part of Wellness Brands Group, the brand sells direct to consumer on its own site and on Amazon, in a category where every product claim has to hold up to platform scrutiny.
challenge
SkinnyFit arrived with an empty storefront, a brand name with “skinny” in it, and packaging written for channels with looser rules. Every listing carried freeze risk, and the brand needed to qualify for TikTok’s Strategic Key Merchant program.
SkinnyFit came to Commerce Social to clear the catalog with TikTok first, secure Strategic Key Merchant status, then build a creator program on top of it.
Starting point
An empty storefront reading “the seller has not added products yet,” two Shopify stores, and a TikTok Shop connected cleanly to neither. Every week without a working shop was a week of lost sales.
Policy risk
Packaging, product names and landing pages carried claims TikTok doesn’t allow. One flagged listing could freeze a product overnight, and the brand name itself was under review.
Strategic Key Merchant
Qualifying for TikTok’s Strategic Key Merchant program meant a clean shop and a credible plan, before the brand had a single sale on the platform.
Catalog
Every flavor was listed as its own product, so each sample fed only one listing and creator content was split too thin to build momentum on any of them.
Expectations
SkinnyFit’s leadership measures every channel on attribution and profit. TikTok Shop had to prove it belonged next to the brand’s core channels, fast.
solution
Commerce Social built the program in three phases, so the shop was cleared and connected before creators arrived and creators were producing before paid amplification began.
01
Days 1 to 30 · Foundation
A shop built to clear.
Access, Seller Center sub account and business verification, the Shopify to TikTok Shop sync rebuilt, every flavor consolidated into one listing with variants, a landing page audit across every product page, the hero SKU set, an evergreen discount live, the Strategic Key Merchant nomination filed and A1 status confirmed, and affiliate outreach switched on.
02
Days 31 to 60 · Activation
Creators at volume.
Unlimited affiliate outreach, more than a hundred samples approved a week against a GMV threshold, a creator brief with claims the brand could stand behind, GMV Max built per SKU, the first organic brand page posts, and the first product freeze appealed with invoices, label photography and real product shots.
03
Days 61 to 90 · Scale
Every product back live.
Packaging renders reworked with the brand’s creative team, the second frozen product cleared, creator videos up 2.6x across three reporting periods, Fulfilled by TikTok inbound ahead of the holiday season, Subscribe and Save live, the shop score brought back to 4.0, and the holiday campaign plan set.
strategy
One hero SKU first, a catalog built so one sample fed content for every flavor, and a plan for the freezes a wellness brand should expect.
SKU strategy
Super Youth collagen first as the hero, with NLP-1 and the gummies as the second line, and sample approvals shifted to whichever SKU was converting best as each came back online.
Affiliate strategy
Reach the whole wellness creator pool with unlimited outreach, approve samples against a GMV threshold, and put higher commission behind the creators already proven to sell.
Promotions
One steady evergreen discount with rotating flash sales for named moments, Subscribe and Save to bring buyers back, and a holiday plan set ahead of the biggest sales windows of the year.
Compliance
Claims cleared before content, not after: a landing page audit, a creator brief with a do and don’t list, and packaging renders rebuilt to what TikTok allows, so the program could scale without putting the shop at risk.
creator network
Commerce Social ran open and targeted affiliate outreach across the three SKUs, approving samples daily against a GMV threshold so product went to creators who sell. Creator output kept compounding period over period.
Outreach and sample approvals followed the hero SKU, lined up with available stock and with whichever product was live, so every sample went where it could drive the most GMV. Creator videos posted grew 2.6x and creator video impressions tripled across three consecutive reporting periods.
Selection
Creators were drawn from Commerce Social’s vetted creator network and TikTok’s affiliate marketplace, and chosen on sales history in health and wellness, audience fit and content quality against the brand’s standards, with a GMV threshold on every approval.
Activation
More than a hundred samples approved a week, with the catalog built so one sample generated content for a listing carrying every flavor.
Compensation
A tiered commission model: a steady open rate, a higher rate for top performers, and a paid creator tier approved by the brand for higher value creators beyond the open pool.
VIP creators
The top creators were brought into a private creator community managed by Commerce Social, as their direct line to the brand, with added commission, first access to each product as it came back live, winning angles shared across the group and one to one content help.
launches
Commerce Social treated each product clearance as a coordinated launch, so creators had product in hand the day a listing came back live and content landed in a concentrated window.
The launch calendar
Each clearance ran as a coordinated launch: seeding first, then a creator push the day the listing was restored.
Relaunch playbook
Sample approvals opened the day each product came back live, with a lower GMV threshold and GMV Max support landing together, so the first wave of creators had product in hand within days. The gummies relaunch produced 82 creator videos within days.
Launch planning
A shared plan with the brand’s creative and operations teams set packaging renders, inventory and go live for each product, so every SKU was live and stocked on day one.
Holiday planning
Subscribe and Save live, Fulfilled by TikTok inbound, and the holiday campaign plan set, so the shop was ready for the biggest sales windows of the year.
operations
At the scale SkinnyFit sells, TikTok Shop has to run as part of the wider business. Commerce Social kept the shop connected to the brand’s catalog systems and to every team that touches it.
Catalog integration
Shopify and TikTok Shop reconnected through a rebuilt sync, flavors consolidated into one listing with variants, titles and images rebuilt with format, serving count and every flavor shown, and inventory managed by hand where the brand’s systems did not track it, so creators never promoted a product that could not ship.
Stakeholder coordination
Commerce Social worked across the brand’s organization: twice monthly TikTok Shop and web ads reviews with the finance, operations, creative and marketing leads, packaging sessions with the creative director, and a shared channel for everything in between.
TikTok relationship
Direct work with TikTok’s health and wellness team on the Strategic Key Merchant nomination, product appeals and Fulfilled by TikTok setup, backed by Commerce Social’s status as a dual badged Platinum Marketing Partner.
Fulfillment
Fulfilled by TikTok set up end to end with TikTok’s team, from the intro call to a first inbound shipment of thousands of units ahead of the holiday season, with return and refund appeals filed with packing documentation to protect the shop score.
measurement
Every stakeholder worked from the same numbers. Reporting was built so the finance, operations and marketing leads worked from one set of figures, each traced back to Seller Center.
KPIs
GMV by SKU, orders and average order value, creators contacted, sample requests and samples shipped, approval rate, videos posted and live, impressions, earned media value, GMV Max return on ad spend and cost per order, and shop score with its product, shipping and service sub scores.
Planning model
Samples approved per week tied to a target per SKU, with the creator funnel from contacted to shipped to posted reported every period so sampling volume could be back solved from the content the shop needed.
Reporting cadence
A weekly recap in the shared channel, twice monthly business reviews, and daily shop audits covering orders, shop score and sample approvals.
Data access
SkinnyFit kept full ownership of its Seller Center, data and creator content. Commerce Social worked through a Seller Center sub account, and every figure in reporting traced back to Seller Center, with platform and last click attribution reported side by side, daily and weekly reports alongside the shared channel, and Seller Center exports available on request. An Amazon halo analysis is built into reporting to measure TikTok Shop’s effect on the brand’s Amazon sales.
governance
A brand in a policed category needs speed without losing control. Commerce Social ran the program inside clear approvals, claims rules and escalation paths.
Brand and claims review
Every creator brief built on approved claims, with no weight loss, no before and after and no medical claims, every listing audited for language TikTok does not allow before creators were sent to it, and every creator video checked against TikTok’s commercial content disclosure requirements before it went into GMV Max.
Decision rights
SkinnyFit approved budgets, paid creator packages, packaging changes and promotions. Commerce Social recommended, executed and reported back.
Access and security
Commerce Social worked through a dedicated Seller Center sub account with role based permissions, rather than shared logins.
Dedicated team
A senior account lead and an operations lead, so coverage never sat with one person, creator and affiliate managers, shop operations, a media buyer and an appeals owner, with founder level oversight and a direct escalation path to TikTok.
Policy review, built in.
See how this would run inside your brand’s claims review and TikTok’s policy team.
get your 90-day plan
results
In its first phases on TikTok Shop, SkinnyFit went from an empty storefront to the highest tier of TikTok’s Strategic Key Merchant program, with every flagged product back live. Creator videos grew 2.6x across three reporting periods. The organic creator share of weekly GMV grew from 13% in the first week of orders to 100% within the activation phase.
Creator videos posted, indexed
Affiliate videos posted, indexed to the first reporting period (100). Source: TikTok Shop Seller Center.
Creator video impressions tripled across the same three periods, and earned media value tripled with them, as creator content came to carry the shop’s weekly GMV. Paid followed proof: TikTok web ads rebuilt on compliant landing pages cut cost per acquisition 73% from the first flight to the next, while GMV Max scaled only the creator videos already selling.
Where the GMV came from
Growth followed the hero and then widened as products came back live. Looked at by product, Super Youth carried about two thirds of GMV in the period before NLP-1 was restored, and that product carried nearly half the period after, so the shop did not depend on one SKU. Looked at by channel, organic creator content drove all of the shop’s GMV in one week of the activation phase, with paid layered on top only behind videos already selling.
Share of TikTok Shop GMV
Each bar is a separate view of GMV, by channel in one week and by SKU in two consecutive reporting periods, so the figures overlap. Source: TikTok Shop Seller Center.
Every flagged product came back live, and creator videos grew 2.6x behind them.
SkinnyFit went from an empty storefront to top tier merchant status and every product cleared in its first phases. Let’s talk about what your first 90 days could look like.
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