100,000 units sold per week! TikTok's last product became a hit on Amazon

TikTok is still gaining popularity, and sellers are seeing rapid sales. It can create a product from scratch, not only selling over a million units on TikTok, but also driving Google search popularity and even making the product the best-selling product in the Amazon category. This trend may only occur on a certain platform.

2024 will be the last chance for TikTok or an ordinary product or brand to quickly go viral.

Sales reached 1.2 million pieces , TikTok 's previous product became a hit

Since TikTok Shop was launched in the United States in September last year , many sellers have reaped great rewards through this platform. One seller’s sales of a single product reached 1.2 million pieces, a figure that exceeded that of any other store.

GuruNanda Cocomint pull Oil sells more than 100,000 units per week on the TikTok store, with total sales now reaching 1.2 million. The product has more than 40,000 reviews, a rating of 4.6 out of 5, and is usually priced at $7.49 (minus a 30% discount for first-time buyers) with free shipping.

There are nearly 30,000 videos on TikTok tagged #gurunanda from thousands of creators, some with tens of millions of views, and it’s clear that video is what’s driving its sales.

GuruNanda’s success on TikTok has also driven sales on other channels.

In January this year , the product also became the best-selling product in the health and home category on Amazon, outselling products such as batteries, paper towels and garbage bags. “guru nanda coconut oil pulling” became one of the top 10 most searched keywords on Amazon.

On Google, “oil pulling” was rarely searched in the past decade, but starting in early 2023, GuruNanda began to gain attention, and searches for both “guru nanda” and “oil pulling” increased.

Jason , one of the first sellers to join TikTok Shop 's North American cross-border store, also experienced the joy of being a TikTok seller. In just a few months, his company 's sales on TikTok have reached $20 million, and his small store Sweet Furniture has firmly secured the top spot in the furniture category. He prepared 100 days of inventory, which was sold out in three days on TikTok.

There are many cases like GuruNanda and Sweet Furniture . A wave of sellers who have benefited from TikTok Shop in North America has made many peers jealous. For a while, the popularity of TikTok Shop has soared. Discussions in major seller groups have been heated, and many people have followed suit. They have also formulated a sales plan for TikTok in 2024, and even some big sellers are investing heavily in it.

Recently, Huakai Yibai, a well-known Shenzhen retailer in the industry, completed the acquisition of Aplysia Technology. Yibai Network will absorb the TikTok operation team of Aplysia Technology , and the two parties will jointly operate the TikTok project in the future.

In the past few years, Haisui Technology has achieved remarkable results in the field of TikTok, ranking among the top in Southeast Asia, the United Kingdom, and the United States, becoming a top merchant on TikTok. This is probably the main reason for the acquisition of the big seller. Haisui Technology said that the team has now moved into the Yibai Building for office.

The problems behind the madness still exist

However, while TikTok has led some sellers to success, it has also been criticized for some shortcomings.

Mushamel, whose company sells nail and beauty products, began testing TikTok Shop before September last year. In a short period of time, she made about $20,000 more on TikTok than on Amazon, as her videos went viral and drove sales of her products.

Although Mushamel's TikTok is doing well, there are still some problems in the business that she cannot ignore. Because of the printing error of TikTok's label, the post office could not scan the package. As a result, an order for a product she sold was cancelled, and the goods had been shipped before the cancellation.

Mushamel repeatedly assured that the problem could be solved, but TikTok still automatically canceled the $2,000 order. Mushamel's case is not an isolated case, and others have also reported similar problems. For example, another peer also sent hundreds of orders, but was inexplicably canceled by TikTok, and before the cancellation, the seller had already shipped the goods.

"The platform does not allow us to set our own processing time. If you sell products through videos on TikTok, you must ensure that you have sufficient inventory," said a seller.

Give ordinary products a chance to explode quickly

Although there are some shortcomings, TikTok also has its own unique charm - promoting an unknown product to quickly become a hit, such as GuruNanda. This is different from other e-commerce platforms.

Before GuruNanda became popular, TikTok users did not look for it. The reason why it triggered a large number of users to buy it was because the recommendation of this product was interspersed in TikTok's regular push notifications .

TikTok is content-first, while Amazon, Walmart and other internet retailers are search-first. Most sales on Amazon happen because shoppers search for a product , but that’s not the case on TikTok.

Although TikTok has a separate store tab and a search bar, consumers don't buy or search directly in most cases . They basically see a video they like and click to buy. First, the video creates demand ; second, the TikTok store allows users to check out in the app by clicking the "Shop" button on the video ; finally, users can store billing and shipping details in their account.

The best-selling products on TikTok are not from well-known brands, and the stores with the highest sales are not large retailers. This is friendly to many unknown brands. TikTok provides unknown products with the opportunity to quickly become popular, which may be unmatched by other e-commerce platforms.

For now, TikTok will likely continue to give the green light to brands that focus on “TikTok” rather than established brands, which also means that any unknown brand or different types of products have a chance to succeed on TikTok.

For ordinary sellers and non-famous brands, TikTok presents opportunities as well as huge challenges . TikTok’s model is far less direct than typical retail channels , and its sales are not calculated, but a game of finding content that satisfies TikTok’s algorithm , and this game process is still unpredictable.

Because there is no purchasing activity on TikTok without videos , it is a guessing game as to what videos users see and what goes viral.

How to play this game well? So far, it is obviously only through more different videos, maybe there will always be a video that can make a splash.

TikTok is not a sales channel at its core , it is an entertainment platform, a platform that competes with YouTube and Netflix for attention and sometimes certain commercial practices. It will not replace Amazon or any other retailer.

But as more and more people spend a lot of time using TikTok every day, TikTok is actively pushing shopping content to them, giving the entertainment platform the attributes of a shopping platform. Although it is not Amazon, people will buy some things on it, and as the TikTok store grows, people will buy more things on it.

In the past few years, some new brands have been born on Amazon, which have achieved a certain sales scale and brand recognition through Amazon. Anker, a top domestic brand, is the best example of an Amazon local brand.

GuruNanda is a microcosm of TikTok's local brands . Its success on TikTok has boosted its sales on Amazon and even its popularity on Google. Ultimately, it was TikTok that helped boost its rapid takeoff.

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