Committed performance targets for the first four months of the TikTok Shop EU launch, with definitions, measurement rules and the client responsibilities the targets depend on.
The targets below are built on the following agreed parameters. If any of them change, the affected market's KPI is recalculated.
| Product proposition | Per the 13.09 brief, TikTok Shop sells a 3-pack only at €29.99. GMV, affiliate commission and sampling are all based on this bundle. Its ~€29.99 average order value (vs the ~€8 Carrefour basket) is the basis for the revised Spain GMV below. |
| Market activation | Spain — Month 1–2 · Poland — Month 3 · Netherlands — Month 4 |
| Ad budget — reduced & focused | Committed ad spend is lowered from ~€14,000 across three markets to €8,000 in Spain only (unchanged €2,000/month), with Poland and Netherlands budget deferred until the Spain model is validated. Committed GMV is calculated at a conservative 2.0× floor on that spend, within your proven 1.5–2.5× range. |
Committed GMV floor by market, built from the committed Spain ad budget and the Poland playbook to be activated once Spain is validated.
| Market | Active | Committed ad budget | GMV floor (2.0×) | 75% floor |
|---|---|---|---|---|
| Spain | M1–M4 | €8,000 (committed) | €29,380 | €22,035 |
| Poland | M3–M4 | To be activated (Spain playbook) | €12,300 | €9,225 |
| Committed total | €8,000 | €41,680 | per market | |
Threshold to meet: Per market: Spain ≥ €22,035 and Poland ≥ €9,225 (75% of each committed floor). Netherlands is not threshold-bound this period. · Netherlands (Month 4 launch) runs as a measured pilot, budget deferred, excluded from the threshold this period.
Videos published by affiliate creators, set and reported per market. Each market peaks in its launch month (Wave Launch) and is sustained afterwards by repeat content from the captured creator base.
| Month | Spain | Poland | Netherlands | Videos / month | Cumulative |
|---|---|---|---|---|---|
| Month 1 | 100 | — | — | 100 | 100 |
| Month 2 | 320 | — | — | 320 | 420 |
| Month 3 | 150 | 130 | — | 280 | 700 |
| Month 4 | 100 | 150 | 130 | 380 | 1,080 |
| Period | 670 | 280 | 130 | 1,080 | 1,080 |
Threshold to meet: Per market: Spain ≥ 502 and Poland ≥ 210. Netherlands (130) measured, not threshold-bound.
Direct answers to the points raised, forming the measurement basis for both KPIs.
A KPI is considered met when actual performance reaches ≥75% of the committed floor, measured per market — Spain and Poland must each reach ≥75% of their committed floor; Netherlands is a pilot, not threshold-bound. Falling below 75% of a committed floor triggers a joint performance review, not an automatic financial penalty.
Gross GMV — paid orders as reported in TikTok Seller Center, before returns and cancellations. Seller Center is the single source of truth. In consumable pet treats the return rate is marginal, so gross and net are effectively equivalent.
Yes. The GMV KPI is total shop GMV — Affiliate | Organic + Shop and Affiliate | Paid Ads (GMV Max) combined. All revenue managed by ForLives counts toward the target. Committed GMV is calculated at a conservative 2.0× on committed ad spend; higher performance is expected but not committed. Organic + Shop GMV reflects the confirmed €29.99 3-pack (average order value ~€29.99 vs the ~€8 Carrefour basket), modelled conservatively at roughly one bundle sale per affiliate video at maturity.
Video targets are set, reported and evaluated per market. Spain and Poland each carry a committed threshold; Netherlands is tracked as a pilot.
Only videos published by affiliate creators. Brand-owned content is excluded from this KPI.
As stated in the two tables above — GMV floor by market, and monthly and per-market for videos.
Reporting — per market, every month, never aggregated: each market gets its own GMV, video and ad-spend readout.
Both KPIs are conditional on the following inputs from JOY&TOY!. Where an input is not met, the affected market's target is reduced proportionally.
€8,000 committed on GMV Max in Spain only across the period (€2,000/month). Poland and Netherlands budget is activated once Spain is validated.
The seller account must be operational within a maximum of 10 days for each market (ES now · PL before Month 3 · NL before Month 4). Beyond that, the process can be delayed and that market's curve and KPIs are recalculated.
≈590 units across the period at cost, ≈160 concentrated in Month 1 to power the launch Wave. Samples are the engine of the video KPI — no samples, no creators. It is necessary to ensure proper logistics that can meet the sampling needs in a timely manner.