KINESSO Meta Analysis: how TikTok drives e-commerce sales in Greece

Our objective

The aim of this study was to quantify TikTok’s true impact on e-commerce sales in Greece and uncover how brands can leverage its potential effectively, both in the short and long term.

A comprehensive approach

This study presents the results of a comprehensive meta-analysis conducted by KINESSO’s Marketing Analytics team. Using robust Marketing Mix Modeling (MMM) across 15 validated models from 2023 to 2025, covering multiple verticals (including retail, financial services, beauty, and cosmetics), the meta-analysis aims to:

• isolate TikTok’s short-term sales ROI and long-term residual effects to demonstrate TikTok’s value;

• measure the platform’s effectiveness across the full-funnel;

• test the synergy between awareness and performance campaigns to maximize total ROI over time.

Results that make the difference

The meta-analysis demonstrates that TikTok delivers powerful short-term returns and sustained long-term brand impact, making it a highly effective full-funnel channel within a competitive e-commerce market.

• TikTok achieved a short-term ROI of 6.1 over 13 weeks, 29% higher than the digital media average proving its immediate revenue-driving power.

• Ads on TikTok remain top-of-mind with consumers 2.5× longer than other channels, extending influence on purchase in the short and in the long term and amplifying brand value well beyond the campaign period.

• The synergy between awareness and performance strategies boosts both immediate and sustained outcomes, increasing total sales contribution by +5.5% and overall ROI by +23%.

• Econometric models show that e-commerce brands can expand TikTok investment by up to 80% before reaching saturation.

A full-funnel force, that’s TikTok

The platform drives measurable results across awareness, consideration, and sales, outperforming average benchmarks for both digital and traditional media: delivers 2X higher ROI of TV media and 1.3X higher that of Digital Video, making it one of the most efficient video platforms for driving measurable business outcomes. Some extra key learning:

• high ROI and lasting impact: with a short-term ROI of 6.1 and an ad-stock effect 2.5× longer than other channels, every euro invested works harder and delivers impact well beyond the campaign period;

• synergy maximizes results: combining Awareness and Performance campaigns enhances both upper and lower-funnel metrics, boosting sales contribution;

• significant room for scale: brands can safely increase TikTok investment before hitting diminishing returns, unlocking further revenue growth within an efficient, high-impact platform.

To learn more, download the full report here.