MAËLYS in motion
Connected Commerce case study
Scaling TikTok Shop Revenue While Increasing Shopify Conversion and Profitability
Maelys is a high-growth beauty brand known for body-focused skincare products including:
BeautyThe opportunity
Turn channel activity into one connected growth system
Maelys is a high-growth beauty brand known for body-focused skincare products including:
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
The operating challenge behind the growth opportunity
- 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.
MAËLYS on TikTok
The brand voice in motion
Three videos from the official brand account show how product storytelling and social discovery create demand before shoppers reach a marketplace or brand storefront.
MAËLYS in motion
MAËLYS in motion
The Eva approach
One plan, clear priorities, and shared performance signals
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
90-day execution roadmap
From fragmented execution to one operating cadence
The first 90 days establish the baseline, activate the connected system, and scale the combinations that improve conversion + profitability.
Build the foundation
Create one commercial baseline across TikTok Shop + Shopify.
- Map product and channel economics
- Audit conversion, demand, and inventory
- Align the operating scorecard
Activate the system
Implement the highest-value initiatives documented in the Eva approach.
- Connect channel signals and decisions
- Improve conversion and demand capture
- Coordinate content, media, and operations
Scale what compounds
Move investment toward the products, audiences, and channels producing the strongest business result.
- Reallocate toward winning combinations
- Protect margin and availability
- Build the next optimization cycle
Results and measurement
The scorecard that connects growth to business impact
Verified outcomes and operating signals already documented in the original case study, organized into one consistent scorecard.
The outcome
What the connected system changed
Maelys transitioned from spend-driven growth to a profitable, omnichannel system where TikTok drives demand and Shopify compounds revenue
Before and after
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
Shopify growth is not traffic acquisition
It is a system where conversion, demand, and retention work together to scale profitably
Strategic insight
Growth compounds when every channel has a clear job
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
Build one connected commerce growth system
Talk with a senior Eva operator about marketplace growth, paid demand, conversion, operations, and the measurement system that connects them.
Explore Amazon Marketplace Management and Shopify Management.