Company Overview

MasterPieces is a leading American puzzles and games brand with over 30 years in the market. The company is known for premium craftsmanship and an extensive catalog spanning jigsaw puzzles, board games, and DIY craft kits.

The brand holds licensing partnerships with household names such as the NFL, MLB, NCAA, Hershey’s, and more – making its products a staple across marketplaces, where MasterPieces has built a strong reputation and loyal customer base.

Challenges

MasterPieces had a solid direct-to-consumer business but no social shopping presence. Entering TikTok Shop meant starting from zero, with no data on which products would resonate with the TikTok audience.

Key challenges included:

  • No TikTok Shop presence or sales history
  • No content strategy to drive discovery and engagement
  • No affiliate or influencer network to activate at scale

To succeed, MasterPieces required a structured entry strategy to test products quickly, build affiliate partnerships, and generate sales momentum.

Solution

Teikametrics implemented a comprehensive TikTok Shop strategy that combined affiliate partnerships with shop optimization, promotions, and GMV Max ads.

Product & Shop Optimization

The TikTok Shop was launched with all integrations and shipping settings in place, ensuring smooth order flow from day one. Product listings were continuously optimized with copy tailored to TikTok’s algorithm and user behavior, while the shop page was regularly refreshed to align with promo calendars – enhancing the shopping experience and allowing to achieve 6.60% average CVR. 

(Source: MasterPieces TikTok Shop performance data, March–September 2025)

Affiliate & Influencer Marketing

Affiliate marketing became the main growth driver. Over 2,500 selected affiliates were contacted monthly, generating around 50 collaborations through free samples. From this base, more than 50 long-term partnerships were established, creating a steady flow of content and sales. This resulted in over 200 affiliate videos published per month and more than 55% of GMV driven by affiliate content.

(Source: MasterPieces TikTok Shop affiliate performance, November 2024–September 2025)

Hero Product Identification 

A hero SKU was identified, now responsible for more than 30% of total sales. Promotions and content volume were aligned to maximize its impact, creating a consistent GMV driver and a focal point for scaling. At the same time, ongoing product testing across seasonal and trending themes ensured a diversified pipeline of future hero SKUs.

Promotion & Campaign Management

Promotions were managed through a structured monthly plan of discounts, flash sales, and other offers, designed to stay competitive without hurting margins. In parallel, TikTok campaign registrations secured extra platform exposure, bringing new impressions and incremental GMV.

(Source: MasterPieces TikTok Shop marketing analytics, September 1–September 30, 2025)

TikTok Shop Ads (GMV Max)

GMV Max campaigns amplified momentum by boosting affiliate videos, brand content, and product cards, delivering an average ROI of 3.5. Ads were managed end-to-end, including ad spark code handling, affiliate mass authorizations, and budget scaling behind top-performing videos and products. Performance was tracked through Teikametrics platform, allowing the team to view TikTok Shop results alongside other major marketplaces.

(Source: MasterPieces TikTok Shop ads data, February 10–March 10, 2025)

CRM & Reactivation

Customer engagement was strengthened through TikTok Shop CRM. Segments built around purchase history, browsing behavior, and content engagement enabled highly targeted outreach and maintained open rates above 10%.

(Source: MasterPieces TikTok Shop customer analytics, March–September, 2025)

Daily Operations & Reputation Management

Daily operations were managed to keep the shop compliant and efficient, with customer care and reviews oversight translating into consistent 5-star feedback and a high SPS score. This safeguarded account health, built buyer trust, and supported long-term growth on the platform.

Results

In just five months, MasterPieces scaled from zero to a thriving TikTok Shop business:

  • Up to $35K Monthly GMV
  • 55% of GMV driven by affiliate videos
  • $20+ Average Order Value
  • 1.6M views on top affiliate video, generating $11K+ GMV

Impact

MasterPieces successfully transformed from a newcomer with no TikTok presence into a brand generating $35K monthly GMV within five months. Affiliate content became the primary driver of growth, while GMV Max campaigns amplified results by fueling visibility, scaling hero products sales, and multiplying the impact of every affiliate video.

With a structured program in place, MasterPieces now operates a scalable and repeatable TikTok Shop growth engine – building both immediate revenue and long-term brand equity.

Interested in similar results?

Teikametrics is a badged TikTok Marketing Partner in Marketing Technology. To get started, fill out this form and our team will provide a free TikTok Shop audit to help you scale with the right strategy.

This case study details the experience of MasterPieces working with Teikametrics to grow sales on TikTok Shop. This case study is for informational purposes only and is not endorsed or sponsored by TikTok.