GMV Max: Your TikTok Shop growth engine

Since its launch in 2024, GMV Max has proven to be a powerful way for TikTok Shop merchants to automate their advertising campaigns and drive incremental gross merchandise value (GMV). GMV Max automatically leverages all available creatives (organic videos, paid ads, and affiliate posts) and deploys them in a single, automated campaign optimized for total return on investment (ROI).

The best part is that you don't have to wait until your creative pipeline is built out to get started. It's as easy as setting up your TikTok Shop and turning on GMV Max to drive immediate sales—no creative minimum required.

Why GMV Max?

• Maximized GMV: Paid ads, organic content, LIVE, affiliates, coupons, and commissions all work together to drive GMV growth with optimized holistic ROI. According to internal data, advertisers using GMV Max in initial tests reported a 20% uplift in GMV, demonstrating the combined power of automation, smart optimization, and TikTok's unique shopping ecosystem.¹

• Less guesswork and more time savings: Choose what products or livestreams to promote, set your ROI and budget, and let automation take care of the rest.

• More creative to test and scale: All of the content powering your TikTok Shop—approved organic, affiliate, and paid ad content—works together to maximize GMV. With the help of automation, creatives are tested and optimized at scale.

Success story: Check out how Maybelline New York, a global beauty powerhouse under the L'Oréal Group, achieved breakthrough commercial success with GMV Max on TikTok Shop here.

Latest updates

We've sharpened the way GMV Max optimizes for ROI with new Pro features that factor in operational costs that affect your bottom line, not just media spend. This new formula, currently in testing, considers all your traffic streams, affiliate costs, coupons, and platform fees, creating a more complete driver of ROI.

We also added a new Creative Hub for GMV Max, where sellers have more visibility into which creative assets and creators are driving the most GMV, right inside TikTok Ads Manager and Seller Center.

LIVE also got a boost, with several product updates to help you manage, ramp up, and fuel your LIVE ads with Live Control, Mega Live Mode, and Video-to-LIVE.

Lastly, we've introduced GMV Max Spillover reporting, which lets you see where your GMV Max campaigns are driving incremental sales across your other investment channels.

The power of TikTok Shop

TikTok Shop is shaping the future of shopping through its discovery-commerce model, connecting the TikTok community with sellers and creators through shoppable videos and livestreams. Trending products are discovered and purchased seamlessly, all within the app.

With TikTok Shop, merchants can grow sales through native shopping features such as shoppable videos, affiliate content, and Shop Ads.

GMV Max is now live in all markets where TikTok Shop is available. That means that every business in these markets can tap into GMV Max to drive measurable performance and smarter product sales through TikTok.

Have a TikTok Shop and ready to try GMV Max? Get started on TikTok Ads Manager or Seller Center.Want more details?

Download the one-pager for a deeper look at everything GMV Max offers.

Source

1. Internal data source, 2025