Mamù Cookware: from zero to €30K/month on TikTok Shop, in 6 months.
Mamù Cookware had no TikTok presence at all: no account, no following, no shop. Building a TikTok Shop channel that generates real monthly revenue meant starting completely from scratch: the profile, the shop setup, and a creator program built from zero, not tuning something that already existed.
The starting point
There was no existing TikTok account to build on, no content history, and no TikTok Shop catalog live anywhere. Every lever that usually helps a launch (an existing audience, past content performance, a creator relationship or two) simply wasn't there. The plan had to assume zero distribution and build all of it: the profile, the shop, and the creator network that would actually drive sales.
How I built the channel from zero
Profile & shop setup
Set up the TikTok business profile and the TikTok Shop catalog together from day one, so every piece of content posted from the start could already drive to a working shop, instead of building an audience first and figuring out commerce later.
Creator program at scale
Recruited and managed over 100 creators for the affiliate program, the main growth engine for both reach and shop revenue, since TikTok Shop sales in a cold-start scenario come overwhelmingly through creator content, not brand-owned posts alone.
Content cadence
Kept a steady posting rhythm across brand and creator content to compound reach month over month, rather than relying on a single viral moment to carry the channel.
Tracking revenue, not just reach
Followers and likes were never the target: TikTok Shop revenue was. Creator performance was tracked on actual sales generated, the same margin-first approach I apply on every marketplace and ad channel I run.
Results in 6 months
From an account and shop that didn't exist: 5,000 followers and 14,000+ likes gained from zero, a creator program that grew to 100+ active creators, and TikTok Shop revenue that went from €0 to €30,000 a month. The channel didn't just build an audience: it became a real revenue line within a single ecommerce season.
"On a cold start, followers and likes are a side effect, not the goal. The creator program is what actually turns TikTok Shop into revenue: everything else is built to support that."