TikTok Ads for e-commerce: from reach to actual revenue
TikTok is no longer just a platform for dance videos. For D2C brands, it's a serious sales channel with lower CPMs and higher engagement than Instagram. But how do you turn views into revenue?
By Bas Lens | 2025-12-17 | 5 min read | TikTok, E-commerce, Social Commerce
When we ran our first TikTok Ads campaigns for D2C clients in early 2025, we often got the same response: "Great for reach, but does it actually sell?" The short answer: yes. The long answer is what you'll read here.
Why TikTok is now relevant for e-commerce
TikTok now has more than 4 million active users in the Netherlands. And they're not just teenagers. The fastest-growing age group on the platform is 25-44, exactly the target audience of most D2C brands. CPMs are on average 30-50% lower than on Meta, and engagement rates are significantly higher.
But the most important difference is in user behavior. People on TikTok discover. They don't scroll through their feed looking for a specific product — they're surprised by content that matches their interests. That makes TikTok a discovery platform, and that's exactly what D2C brands benefit from.
The creative approach that works
The biggest mistake brands make on TikTok is repurposing their Meta creatives. A polished product photo or a slickly produced video works on Instagram. On TikTok, it gets scrolled past before the first second is over.
What does work: content that feels native. User-generated content (UGC), unboxing videos, "get ready with me" formats, and before-and-after shots. The production doesn't need to be expensive. In fact, the more authentic the content, the better it performs.
At Wrkt, we produce 15-25 TikTok creatives per month for our clients in collaboration with our network of content creators. We systematically test on hook, format, and angle, just like with Meta, but adapted to TikTok's dynamics. Looking to outsource your TikTok Ads? This is exactly the process we set up for you.
From views to conversions: the funnel
TikTok is by nature a top-of-funnel channel. But that doesn't mean you can't generate direct revenue from it. The key is combining TikTok with a strong retargeting strategy on Meta.
The path we see in our best-performing campaigns: someone sees a TikTok video, clicks through to the website, gets pixeled, and then sees a retargeting ad on Instagram or Facebook. The first touch is TikTok, the conversion often happens on Meta. That makes it difficult to measure if you only look at last-click attribution, but the incremental value is enormous.
TikTok Shop: the next step
With the recent launch of TikTok Shop in Europe, the platform is becoming increasingly interesting as a direct sales channel. Users can now purchase products without leaving the app. For D2C brands with a strong visual product, this is an opportunity you don't want to miss.
We're currently experimenting with TikTok Shop for a number of our clients and the initial results are promising: lower customer acquisition costs and higher average order values than expected.
Measuring and optimizing
The TikTok Pixel is now just as advanced as the Meta Pixel, and with the Events API you can also send server-side events. That's essential for reliable attribution, especially as browser tracking continues to be restricted. Read more about this topic in our article on server-side tracking.
Our approach: we always connect TikTok to server-side tracking via the Events API, and use UTM parameters in combination with tools like Triple Whale or Northbeam for cross-channel attribution.
Conclusion
TikTok is no longer an experimental channel. It's a mature advertising platform that gives D2C brands the ability to reach a new audience at lower costs. The brands that invest now in a solid TikTok strategy are building a lead that will be hard to catch up with in two years.
TikTok Ads vs Meta Ads at a glance
| Criterion | TikTok Ads | Meta Ads |
|---|---|---|
| Strongest funnel role | Discovery and demand creation | Conversion and retargeting |
| CPM in the Netherlands | Low: typically 2 to 6 euros in the D2C accounts we manage | Higher: typically 6 to 12 euros |
| Creative lifespan | Short: 1 to 2 weeks, high testing volume required | Longer: winning ads run for weeks to months |
| Content style | Native UGC, unpolished wins | Mix of polished and UGC |
| Audience | Strong in 18-34, older segments growing fast | Broadest reach across all ages |
| Role in the mix | Growth channel next to Meta | Backbone of most D2C accounts |
What numbers are normal in the Netherlands?
For reference, based on the D2C accounts we manage: a CPM of 2 to 6 euros, a hook rate (viewers watching past the first three seconds) of at least 25 to 30 percent for a promising creative, and a CTR between 0.8 and 1.5 percent. Keep in mind that TikTok ROAS almost always sits below your Meta level in the first months: the channel creates demand that partly converts through branded search and Meta retargeting. Judge TikTok on blended results, not last-click.
Frequently asked questions about TikTok Ads
How much budget do I need to start?
Plan for at least 1,500 to 3,000 euros in monthly media budget. Below that, the algorithm collects too little conversion data to exit the learning phase and you test too few creatives to spot patterns.
How quickly will I see results?
The first four to eight weeks are a learning and testing period. If you conclude after two weeks that the channel does not work, you have mostly tested too few creatives. Structural returns usually appear in months two to three.
Does TikTok work for my product?
The sweet spot: visually demonstrable products with an average order value between roughly 20 and 150 euros, aimed at an audience under 45. Outside that range it can still work, but creative strategy matters even more.
Should I run TikTok Ads myself or outsource?
That depends on budget, time and creative capacity. See what our TikTok Ads agency can do for you, or read how we approach outsourcing TikTok Ads.
Curious if TikTok is right for your brand? Schedule a conversation and we'll explore the possibilities together.