GMV Max: The AI Tool Supercharging TikTok Shop Sales

In the current fast-paced social commerce landscape, brands are constantly looking for smarter ways to drive sales and maximise returns. With TikTok Shop rapidly becoming a go-to consumer marketplace, businesses need innovative strategies to stand out and convert viewers into buyers. 

That’s where GMV Max comes in. This powerful TikTok tool was rolled out in the UK in January 2025 after a successful run in the US.

What Is GMV Max?

GMV Max is designed to optimise Gross Merchandise Value (GMV) by combining paid ads, organic content, and affiliate traffic. It uses AI to automate campaign optimisation, helping businesses maximise their sales and ROI with minimal manual intervention.

Who Can Use It?

GMV Max is ideal for TikTok Shop clients who also engage in affiliate GMV and Shop Ads spending. Available in the US, SEA and the UK, it’s best used when aiming to enhance ROI through a seamless integration of paid, organic and affiliate content.

How to Use It

Select the products you want to promote and set your ROI goals and budget. GMV Max will then automate optimisation, leveraging both paid ads and organic content. The system dynamically adjusts campaign spend, ensuring efficient resource use while targeting the best-performing products or streams.

Tug’s Take: What Does This Mean for Brands?

• Maximised ROI: By blending organic traffic with paid ad efforts, GMV Max increases the total GMV that would otherwise be missed by relying on paid ads alone. It’s a seamless way to drive sales outcomes with minimal guesswork.
• Time Saver: Automating campaign optimisation, including traffic and budget management, reduces the time brands spend manually adjusting their campaigns.
• Scalability: By testing and scaling creative content across multiple formats, brands can expand their efforts more efficiently.
• Greater Transparency: All traffic sources, paid, organic and affiliate, are consolidated, helping brands better understand where their sales are coming from.

Tug’s Take: What Does This Mean for Agencies?

• Simplified Campaign Management: The automation tools in GMV Max make campaign management straightforward, reducing the need for manual oversight and adjustments.
• Improved Budget Efficiency: By dynamically controlling spend, GMV Max ensures that ad budgets are allocated more effectively, optimising the overall ROI.
• Enhanced Creative Synergy: The product leverages a range of creative content (including affiliate and organic content) for a more holistic approach to campaign optimisation, providing better client results and more growth opportunities.
• Data-Driven Decisions: GMV Max’s AI-based approach helps agencies make informed decisions, driving better campaign strategies and delivering superior client results.

Moving into the Future: GMV Max is Driving Smarter Campaigns

We asked Elliott Hopwood, Biddable Account Manager at Tug Agency, for his thoughts on how GMV Max will shake up the world of advertising.

“GMV Max will help advertisers utilise AI to automate campaign optimisation, improving campaign management efficiency. The AI will also help to provide performance uplifts, using real-time data to adjust its bidding and targeting,” he said.

“GMV Max will also allow advertisers to garner attention, matching compelling imagery and videos directly to appropriate audiences. Seamless integration with product catalogs means that this has additional value for businesses within eCommerce.”

GMV Max is a game-changer for brands and agencies looking to supercharge their TikTok Shop performance. As TikTok Shop continues to dominate the social commerce space, GMV Max is a tool that no forward-thinking brand or agency can afford to ignore. 

Ready to take your TikTok strategy to the next level? Now’s the time to test, optimise and win.