TikTok Shop Sellers Center: Beyond GMV With Add-to-Cart Signals

Oliver Silzer, a four-year TikTok veteran who spent his last two years focused on TikTok Shop growth and partnerships, walks through how sellers should actually be measuring performance on the platform. He argues that GMV and units sold are the obvious starting point, but sellers who stop there are missing meaningful signals. Metrics like add-to-cart counts, content reach, and new shop visitors all indicate momentum even when a purchase does not happen on the first visit. Silzer points out that add-to-cart data, for example, can directly inform retargeting strategies, turning a near-miss into a future conversion. He also reveals that TikTok is rolling out an analytics API through TikTok Shop Sellers Center that will surface more granular data points across different content types and product categories, giving partners richer inputs for shaping strategy. If you have been relying solely on sales numbers to decide what is working, this video gives you a concrete framework for reading the full funnel.