Imagine you're part of the Seller Acquisition and Incubation team. You're assigned to help a small Filipino beauty brand, 'Lumina Beauty,' that sells organic skincare products. Their TikTok Shop storefront is set up, but they get very few views and almost no sales despite positive customer feedback offline. Walk me through how you would diagnose the problem and propose actionable steps to grow their sales on TikTok Shop.

Situation

During my final year capstone project, I worked with a local pasalubong shop in Cebu that had high-quality products but very low e-commerce sales. Their TikTok Shop account existed but had only 200 followers, sporadic low-quality videos, and no cohesive strategy.

Task

My task was to increase their monthly online sales by 30% within three months while staying within a limited budget of PHP 15,000 for promotions.

Action

First, I audited their current TikTok presence: video content, posting frequency, engagement, and competitor benchmarks. I found they were only uploading product photos as slideshows instead of leveraging short-form video trends. I proposed a content calendar with three video types: behind-the-scenes production, customer testimonials, and limited-time discount codes. I identified five Cebu-based micro-influencers in the food and lifestyle niche and negotiated barter collaborations. I also recommended restructuring their product listings with clearer benefits and keywords like 'pasalubong Cebu' and 'gluten-free local snacks.' Finally, I set up basic analytics tracking to monitor traffic and conversion weekly.

Result

Within three months, their TikTok Shop sales grew by 45%, exceeding the target. Follower count increased to 2,500. The shop saw a 20% repeat purchase rate, and two influencers signed ongoing affiliate partnerships. The owner later expanded to two more product lines based on the data.