Case Study: Maelys
Scaling TikTok Shop Revenue While Increasing Shopify Conversion and Profitability
Reduced
dependency on paid media for growth
Overview
Maelys is a high-growth beauty brand known for body-focused skincare products including:
- Firming creams and treatments
- Body sculpting and contour solutions
- Targeted products for areas like stomach, thighs, and bust
- Visibly results-driven formulations positioned around transformation
The brand had already built a strong Shopify-based DTC engine, supported by high-performing paid social.
Eva’s role was to evolve this into a connected growth system, integrating TikTok Shop and Shopify into one compounding revenue model.
The Situation
- Core issue: Growth existed, but efficiency and compounding mechanisms were missing.
Before Eva, Maelys had strong fundamentals:
- Proven product-market fit in a results-driven beauty category
- High-performing creatives and paid social investment
- Consistent Shopify revenue growth
However, structural limitations were emerging:
- Rising CAC driven by dependence on paid media
- Growth tied directly to increasing spend
- Conversion inconsistency across traffic sources
- Limited visibility into product-level profitability
- No system to capture and scale TikTok-driven demand
Eva extended the existing Shopify growth engine into a TikTok → Shopify Commerce Intelligence System,
connecting demand creation, conversion, and retention.
The Eva Approach
TikTok Shop Revenue Engine
- Built creator-driven content aligned with Maelys’ transformation-focused products
- Structured TikTok Shop PDPs to highlight before/after impact and product education
- Activated TikTok-native offers and bundles aligned with impulse purchase behavior
- Introduced ad amplification of high-performing organic content
Focus: Turn product storytelling into immediate revenue
Demand Transfer to Shopify
- Captured higher-intent users beyond TikTok Shop
- Reinforced product positioning across both platforms
- Directed traffic to optimized Shopify PDPs for deeper conversion
Focus: Do not lose demand generated on TikTok
Shopify Conversion Intelligence
Building on the existing foundation:
- PDP optimization using TikTok learnings (visual proof, education, urgency)
- Bundle strategy across complementary body products
- Subscription logic for repeat-use products
- Funnel optimization based on real user behavior
This directly contributed to:
- +27% conversion rate improvement
- +22% AOV increase
Shift: From traffic routing to revenue architecture
Lifecycle & Retention System
- Email and SMS flows tailored to body transformation journeys
- Post-purchase education and cross-sell between product categories
- Repeat purchase strategy aligned with product usage cycles
Focus: Increase LTV, not just acquisition
Unified Data & Profitability Layer
- Product-level profitability tracking across TikTok and Shopify
- Identification of top-performing SKUs and content drivers
- Continuous optimization of spend, conversion, and retention
Resulting in:
- -18% CAC reduction
- +35% improvement in CAC to LTV ratio
Focus: Increase LTV, not just acquisition
Results
+38% Shopify revenue growth
Significant TikTok Shop revenue contribution from creator-led content
Improved conversion rate and AOV through structured PDP and bundles
Reduced dependency on paid media for growth
Established clear product-level profitability visibility
The Outcome
Maelys transitioned from spend-driven growth to a profitable, omnichannel system where TikTok drives demand and Shopify compounds revenue
What Changed
Before Eva
- Paid media and Shopify operated independently
- TikTok demand was not systematically captured
- Growth required increasing ad spend
- Limited profitability visibility
After Eva
- TikTok Shop and Shopify operate as one system
- Demand converts across multiple revenue paths
- Product-level decision making drives execution
- Growth is efficient, scalable, and controlled
Eva helped us move from a strong but spend-dependent Shopify business to a much more structured and efficient growth system.
By connecting TikTok Shop with our Shopify experience, we were able to capture demand more effectively and improve both conversion and profitability.
What stands out is the level of visibility. We now understand which products, content, and channels truly drive performance, and that has fundamentally changed how we scale.
Karlee V.
VP of eCommerce, Maelys
Strategic Insight
High-growth beauty brands with strong products do not struggle with demand. They struggle with efficiency and system design.
When TikTok (discovery), Shopify (conversion), and lifecycle (retention) are unified:
- Demand becomes measurable
- Profitability becomes controllable
- Growth becomes repeatable
Shopify growth is not traffic acquisition
It is a system where conversion, demand, and retention work together to scale profitably
