TikTok Ads for e-commerce: from reach to actual revenue

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.

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.

Curious if TikTok is right for your brand? Schedule a conversation and we'll explore the possibilities together.