How Punaas Grew TikTok Shop GMV 13.8x in 90 Days: ₱16.2K to ₱223K per Month
Service
Influencer Gifting
Niche
Household Essentials
Campaign Goal
Brand Awareness
At a glance
Punaas grew its TikTok Shop GMV from ₱16,166 in June to ₱223,067 in September 2026, a
13.8x jump, through affiliate creators alone, without spending a peso on ads. Creator
content started in July; by September, affiliate creators going LIVE drove ₱170,285 of the month’s GMV on their own.
- ₱223,067 GMV in September, up from ₱36,631 in August (6.1x) and ₱22,478 in July
(9.9x) - 1,707 orders and 2,130 items sold in September, versus 82 orders and 103 items in June
(about 21x each) - 76.3% of September GMV came from creator LIVEs, a channel that was 0.9% of GMV
in July and effectively zero in August.
The brand and the challenge
Punaas is a local, budget-friendly wipes brand for the whole family, from babies to adults to pets.
- Coming into TikTok, Punaas faced five challenges:
- Low brand recognition and recall
- Perceived as a brand for pets
- Limited product range
- Strong competition in the wipes category
- Low product differentiation
The goal was awareness first: build a consistent, recognizable presence on TikTok and position Punaas as an everyday, on-the-go hygiene essential through creator-driven content. In June, before any creator content went live, the shop did ₱16,166 in GMV
The strategy: from creator volume to creator conversion
We ran the program in two moves over 90 days: build an affiliate creator base on TikTok, then concentrate effort on the creators and formats that actually sell. Move 1: build the creator base (July). We onboarded 141 affiliate creators across moms, lifestyle and travel niches and seeded product to the most promising. The first 33 creator videos went live in July. Sales were slow to follow: of 81 active affiliates, only one had generated sales by the end of the month.
Move 2: what we changed (from August).
July showed the constraint was conversion percreator, not the number of creators. So we changed the approach:
- Prioritize creators with a proven sales track record over raw follower counts, and give
more product and attention to those who deliver - Make the yellow basket product tag mandatory, with a pre-posting reminder and a
check after publishing - Rewrite the brief around product benefits, real-life demonstrations and clear calls to
action - Re-engage inactive affiliates through a creator group chat and closer posting follow-
ups - Share top-performing content as references so other creators can copy what works
How it unfolded
Each month built on the last: July proved creators could lift the shop, August made the gains steady, and September turned creator LIVEs into the main sales engine
The Results
From a ₱16,166 June baseline, GMV climbed steadily in July and August, then jumped to ₱223,067 in September as creator LIVEs took over
Image 4: this chart, exported as an image for the website.
Orders and items sold grew even faster than GMV.
Image 5: Seller Center screenshot of September 2026 Key metrics and GMV
breakdown, cropped to Punaas’s own numbers.
What drove the breakout
The breakout came from creator LIVE selling, and the creator base built in July is what made it possible.
- A few creators sell; many creators build awareness. In July, 1 of 81 affiliates made a sale. Recruiting widely created reach and a pool to choose from; sales came once effort concentrated on the creators who could convert.
2. LIVE was the unlock. Creator LIVE GMV went from ₱200 in July to ₱170,285 in September. Real-time demos and Q&A answer the questions a careful mom asks before buying, which fits Punaas’s “sulit but safe” promise.
3. Creator content lifts the whole shop. Product card GMV (shoppers buying from the shop and search, not a specific video or LIVE) grew from ₱17,528 in July to ₱49,143 in September, 2.8x. Creators sent people who then came back and bought directly.
Image 6: screenshot of a creator LIVE selling Punaas with the product pinned. Month (2026) Orders Items so
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