As TikTok shifts its ad model from TTAM to GMV Max, many sellers are seeing impressive ROI figures—but are those numbers telling the full story? This article explores the critical difference between ROAS and ROI, and why relying solely on GMV Max’s metrics could lead to misjudged ad performance. Understanding the true value of your advertising spend is more important than ever during this transition.

With TikTok sunsetting its traditional Shop Ads, sellers are now shifting toward GMV Max – an AI-powered conversion tool. But does running upper funnel awareness ads still matter? While GMV Max doesn’t directly retarget branding viewers, awareness campaigns can still play a crucial indirect role in driving conversions. This article explores how top-of-funnel strategies can support GMV Max performance and what sellers need to know about TikTok’s evolving ad ecosystem.

TikTok GMV Max is transforming the way sellers run TikTok Shop Ads by leveraging AI to automate campaign creation, optimize performance, and boost total sales (GMV) across paid and organic channels. In this guide, we break down what GMV Max is, how its smart algorithm works, and when sellers should make the switch to maximize results. Whether you're new to TikTok Shop or looking to scale, GMV Max is the next evolution in smart ecommerce advertising.

TikTok is sunsetting Custom Shop Ads (PSA, VSA, LSA) by Q3 2025 and transitioning fully to GMV Max — an automated ad solution that combines both paid and organic traffic to optimize for ROI. While GMV Max offers better stability and long-term performance, it currently lacks manual controls like retargeting and budget allocation. However, new features are expected in Q2–Q3 2025 to address these gaps. Sellers and agencies are encouraged to prepare early for a smoother transition and to stay competitive in the evolving TikTok ads landscape.

As a creator running TikTok ads, it’s essential to understand the difference between Standard Commission and Shop Ads Commission. The Shop Ads Commission is what you earn when a sale is made directly through ads you run. While sellers typically offer lower commissions for Shop Ads to cover ad costs, you can negotiate for a higher rate. Be proactive and ask the seller to adjust the commission to match or exceed the Standard Commission, especially since you're covering the ad expenses. This way, you ensure that your efforts are rewarded fairly.

Launching your brand on TikTok? Don’t make the same mistake most new brands do—jumping straight into Product Shopping Ads (PSA) or Video Shopping Ads (VSA) without building audience trust first. In this guide, I’ll share a smarter, step-by-step strategy to warm up your audience, boost engagement, and maximize your ad spend. By strategically introducing your brand over 3-4 weeks, you’ll turn passive viewers into loyal customers—without wasting money on ads that don’t convert. Ready to scale your TikTok brand the right way? Let’s dive in.