In the highly competitive Beauty market, Brand B, a sunscreen label with limited resources, has proven that success in E-commerce doesn’t always depend on a massive budget – but on precise execution.
According to performance data analyzed by YouNet ECI, an e-commerce growth consulting firm, Brand B achieved an impressive +83% increase in total GMV on TikTok Shop within six months (compared to the previous period). This remarkable result came from leveraging the power of social commerce – reaching the right audience, at the right time, through the right channel.
Join YouNet ECI as we dive deep into Brand B’s winning strategy, powered by advanced analytics that bridge social listening insights with e-commerce data intelligence.
1. Trusting Niche KOLs: When Authenticity Builds Credibility
Unlike many brands that partner with mainstream influencers or celebrities, Brand B chose to go deep, not wide — collaborating with a group of niche KOLs who have between 100K and 1M followers, yet hold strong credibility within the skincare community.
Names like @bacsihuy.official, @drhuyendalieu, @goc.cua.ru, @tieungocbuofficial, @vothaoquyen13, @yenni_yy, and @bbskincare1 have not only built loyal fanbases but are also regarded as trusted advisors among Gen Z consumers when it comes to beauty and skincare decisions.
According to social listening data, these niche KOLs contributed to 35.9% of Brand B’s total social buzz in the first nine months of 2024, primarily through product reviews and beauty tip content – the two content types that drive the highest trust among Gen Z audiences.
Insights from YouNet ECI’s Vietnam E-commerce Intelligence 2025 Report also show that 55% of Gen Z consumers regularly consult niche, expertise-based KOLs before making purchase decisions. These voices have major influence in fashion, beauty, and personal care.
Brand B concentrated its KOL-driven social campaigns during the peak season for the category – from March to May, coinciding with the start of summer.
After six months of building awareness and trust, by July, the brand shifted toward conversion-focused tactics, partnering with major retail chains on TikTok Shop to drive sales growth.
2. Retailer-first: Leveraging Existing Followers for Maximum Impact
The key strategy behind Brand B’s success on TikTok Shop was prioritizing partnerships with reputable offline retail chains that also operate high-performing TikTok Shop stores, such as Hasaki, SammiShop Official, Sociolla, and Nuty Cosmetics.
All of Brand B’s KOL bookings and product livestreams for its sunscreen line were strategically linked to these retailers’ TikTok Shop stores to drive conversions. Weekly trend comparisons revealed a strong correlation between social buzz growth and GMV growth of Brand B – specifically from retailer-linked stores. This pioneering analytical approach was made possible through YouNet ECI’s integrated dataset, which connects social listening insights with e-commerce performance data.
Through this retailer-first strategy, Brand B not only strengthened trust in its new products by leveraging the credibility of established retail partners but also effectively tapped into their existing follower bases, particularly on TikTok. This allowed the brand to convert those followers into new customers at an efficient cost.
As a result, Brand B’s revenue from retailer-linked stores surged by +155% in Q2 and Q3 of 2024 (compared to the previous period). These retailer stores ultimately contributed up to 86.8% of Brand B’s total GMV on TikTok Shop during the two quarters.
3. Results: Successful Conversion from Social to E-commerce
Brand B’s success clearly demonstrates the strong correlation between social buzz and sales conversion on TikTok Shop. The brand’s total GMV grew by +83% on TikTok Shop from January to June 2024 (compared to the previous period), with Product Line C alone contributing 51% – making it the brand’s best-selling product line.
In summary, Brand B’s strategy proves that massive investment isn’t always necessary. The key lies in the strategic coordination of influencer marketing, audience-fit content, and retailer partnership strategy. This is the winning formula that enables brands to stand out and succeed in the fiercely competitive e-commerce landscape – especially in the Beauty industry.
About YouNet ECI
YouNet ECI – a member of YouNet Group – is a pioneer in data-driven e-commerce growth consulting for brands.
We provide the most accurate, comprehensive, and in-depth market analytics and big data insights to help brands grasp the full picture of their category, track brand performance, and optimize product portfolios across e-commerce platforms.
Contact point: Mr. Truong Dang – PR & Marketing Manager – YouNet Group
- Phone: 070 3214 359
- Email: [email protected]
