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.
| Market activation | Spain — Month 1–2 · Poland — Month 3 · Netherlands — Month 4 |
| Paid media budget | €2,000 / month / market on GMV Max as the planning basis — with a committed minimum of €8,000 across the 4-month period, funded by JOY&TOY! and outside the agency fee. Month 1 will most likely not be spent in full; real investment starts in Month 2, and any unspent budget carries forward within the period. |
Gross GMV across all channels, split into sales generated through affiliate videos boosted with paid ads and sales generated organically by affiliate videos and the shop itself.
| Month | Active markets | Affiliate | Paid Ads | Affiliate | Organic + Shop | GMV / month | Cumulative |
|---|---|---|---|---|---|
| Month 1 | ES (launch) | €1,500 | €500 | €2,000 | €2,000 |
| Month 2 | ES | €7,500 | €3,500 | €11,000 | €13,000 |
| Month 3 | ES + PL (launch) | €10,000 | €6,000 | €16,000 | €29,000 |
| Month 4 | ES + PL + NL (launch) | €16,000 | €10,000 | €26,000 | €55,000 |
| Period target | €35,000 | €20,000 | €55,000 | €55,000 | |
Threshold to meet: €41,250 — 75% of the committed cumulative target. · Methodology: Affiliate | Paid Ads derived from the committed ad investment over the period; Affiliate | Organic + Shop reflects ~€18 of GMV per published affiliate video.
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: 810 — 75% of the committed cumulative target. · Spain tapers from Month 3 as its creator pool saturates (~450 reachable creators including adjacent niches); growth of the total is driven by Poland and the Netherlands stacking on top.
Direct answers to the six points raised, forming the measurement basis for both KPIs.
A KPI is considered met when actual performance reaches ≥75% of the committed target, measured on the cumulative aggregate across all active markets — not per individual market or per isolated month. Falling below 75% of the cumulative target 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.
Video targets are set and reported per market. The 75% threshold is then evaluated on the aggregate of active markets, which is the fair basis given the staggered launch schedule.
Only videos published by affiliate creators. Brand-owned content is excluded from this KPI.
As stated in the two tables above — monthly and cumulative for GMV, monthly and per-market for videos.
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.
€2,000 / month / market on GMV Max as the planning basis, with a committed minimum of €8,000 for the full 4-month period — the commitment is on the period total, not month by month. A shortfall against the €8,000 period total reduces the GMV target proportionally.
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.