The strategy guide to maximize GMV during Mega Sales season

The Mega Sales season is officially back, representing the biggest shopping season of the year. For brands and sellers on TikTok Shop, this period is not just an opportunity - it’s a mandatory arena for massive growth, referred to as "Elevating the GMV Game".

The potential is immense: 93% of TikTok users in Vietnam purchased something during the last Mega Sales event, and those users are 1.4 times more likely to spend on TikTok during these sales compared to non-TikTok users. Previous sellers who mastered the game achieved remarkable results, with overall GMV growth of 1.6x and Order growth of 1.5x across all categories.

To secure your victory, you need more than just discounts; you need a structured, time-sensitive plan. This guide breaks down the winning strategy into three clear phases: Before, During, and After Mega Sales.

1. Before Mega Sales – The power of preparation

The goal of this phase, often called the "Teasing" period (around 3 days), is to meticulously plan your inventory, prepare high-converting content, and allocate your initial advertising budget.

Smart product and inventory planning

Your product assortment is the engine of your sales, so preparation must focus on maximizing the value of every order.

• Focus on Hero SKUs: Sellers must be proficient with the Hero SKU method. Hero SKUs (your primary, best-selling products) are critical because they drive 46% of the total TikTok Shop GMV.

• Use Bundle Tactics: Strategic bundling is essential to increase your conversion rate (CVR). Bundles make the offer more appealing and increase the average order value. Effective bundle strategies include:

◦ Comparable 2+ items or Complementary items (like a main product paired with a complementary item).

◦ Functionality Bundles (products that work together, like an oil control set).

◦ Multi Packs (e.g., full size products paired with refill packs or regular products with trial sizes).

◦ Combining your proven Hero SKUs with New Arrivals.

Crafting high-impact creative content

Content is a strategic weapon for winning sellers. The most successful brands produce 4 times the volume of ads compared to average sellers and maintain a Click-Through Rate (CTR) that is 1.2 times higher. Your content needs to be ready to capture attention immediately. Explore shoppable video strategies and best practices for shoppable video designed to improve conversion rates and drive measurable sales results.

• The 3-Part Video Formula: Self-produced videos should follow a strict structure designed to keep users moving down the sales funnel:

1. Beginning (First 3 seconds): Must be appealing. The key is retention, as users are most likely to leave in the first 3 seconds.

2. Middle (After 5 seconds): Must be engaging. Once a user is interested (after 5 seconds), you must inspire demand by sharing key selling points, addressing their pain points, or showing a product try-out.

3. Ending: Must be Convincing. For users who stay until the end, you must nudge them to buy by providing better prices, more giveaways, and clear guidance on how to purchase.

• Creator Briefs: If working with Creators, tailor your instruction: give different briefs based on their follower tier, focusing on authentic try-on experiences for smaller creators and professional reviews for larger ones.

Budget planning and ad strategy (Teasing)

Your advertising budget must be planned carefully to align with the overall campaign objectives.

• Overall Split: The recommended allocation for the entire Mega Sales period is 30% Brand Ads (for general reach/awareness) and 70% Performance Ads (for direct sales).

• Teasing Phase Allocation (3 days): The budget is split 50% for Brand Ads (using TopView or Brand Auction) and 50% for Performance Ads (using Consideration ads).

• Performance Ad Split: During this preparation phase, Performance Ads should favor Video content slightly: LIVE : Video = 4 : 6.

2. During Mega Sales – Mastering LIVE conversion

The "Double Day" period (DD), typically lasting 3 to 5 days, is the crucial conversion peak. During this time, Livestreaming is the key factor and a critical traffic source. LIVE traffic grows significantly, seeing a +71% uplift compared to normal business days.

The 3 pillars of LIVE success

To achieve "real interaction and real conversion", your LIVE sessions must excel across three primary factors: People, Product, and Setup.

People (The Host and Script):

◦ Time Commitment: You must ensure a minimum LIVE duration of at least 3 hours per day.

◦ Script Repetition: A detailed script is needed to capture attention. The key to maintaining a high Conversion Rate (CVR) is to repeat the script every 3 minutes.

◦ Script Flow: The script should follow a structure: 30 seconds for the hook (creating attention), 2 minutes for interaction (introducing products and sharing profit-generating benefits), and 30 seconds for the Call to Action (urging viewers to place an order).

Product (Smart Golden Cart):

◦ A well-organized product catalog promotes better conversion.

◦ The products in the "Golden Cart" (positions 1 to 6) are extremely important. Place traffic-attracting products and prominent discounted items in these positions.

Setup (Professional Presentation):

◦ A professional LIVE setup encourages users to buy immediately.

◦ Standardize your setup, including the LIVE room, host apparel (simple clothing recommended), and professional display of your products using a standard color palette and logo.

Livestream strategy isn’t easy for sellers- it depends on the live script, host performance, product selection, and in-stream offers. Don’t miss these essential tips for sellers who are just getting started with TikTok Shop livestreaming.

Maximizing GMV with GMV Max

GMV Max is a powerful tool to maximize your ROI (Return on Investment) during the high-traffic period.

• Activation: Sellers should choose the "Promotion Day" mode on LIVE GMV Max. This mode is suitable for all campaigns, especially those facing low ROI with high budgets.

• Impact: Activating this feature generates positive changes, leading to a +47% increase in Total GMV and +62% in Ad Distribution.

Peak day budget focus (Double day)

During the critical Double Day period, the Performance Ads budget must shift to prioritize the high-converting power of LIVE: LIVE : Video = 6 : 4.

3. After Mega Sales – sustaining momentum

The period immediately following D-Day (typically 7 days) is crucial for capitalizing on residual traffic. This phase focuses on "Continued Investment".

Utilizing post-campaign traffic (LIVE BAU)

You cannot stop livestreaming once the Mega Sale ends.

• Consistency is Key: Having consistent LIVE BAU (Business As Usual) sessions after the main event is vital to utilize the remaining natural traffic. Shops that maintain regular LIVE BAU sessions see their GMV increase, with potential for a +50% uplift in daily GMV.

• Continued Investment: Continue running small daily LIVE sessions and refresh your creative content.

Remixing creative content

To maintain engagement and maximize the lifecycle of your content, you must continuously "remix" your creative assets.

• The RemixLive Process: This involves combining the most engaging highlights and new scenes. You should find key visual frames (like pain points, close-ups, or product trials) and add digital add-ons (text, product information, or actions) to diversify your content and keep your campaigns fresh.

Post-D Day budget allocation

After the main surge, the budget allocation for Performance Ads adjusts back to favor video slightly: LIVE : Video = 4 : 6.

The Mega Sales Framework requires coordinated action across three phases. By preparing meticulously with Hero SKUs and bundles, mastering the LIVE session by activating GMV Max and adhering to the 3 Pillars, and finally, sustaining momentum with consistent LIVE BAU and content remixing, you position your brand to achieve exponential growth and secure your win in the competitive landscape of TikTok Shop.