Health brand BeWell has embraced digital transformation by launching products exclusively on TikTok Shop before making them available in stores. This strategy has boosted online engagement while creating anticipation for offline sales.
BeWell’s approach has driven consumer demand from digital to physical retail. Many customers discover products during TikTok live selling sessions and later search for them in stores. Shoppers often use screenshots from live streams when purchasing in drugstores, showing how online visibility can influence offline demand.
“For many Filipinos, the path to better health begins online, where they seek information, engage with content, and build trust before making a purchase,” said Lance Cheng, CEO of BeWell Nutraceuticals Corp. “TikTok Shop has enabled us to be part of this decision-making journey, positioning BeWell not just as a product, but as a trusted presence in their wellness routine.”
Offering curated bundles
Initially, BeWell faced the challenge of lower average order value (AOV) compared to its category peers. The brand introduced curated bundle offers to address this, raising AOV from ₱114 to ₱285. Shifting focus from kids’ vitamins to adult supplements, especially BeWell Zinc Protect, led to a 25% sales increase in Q4 2024.
Through TikTok Shop’s live selling features and an extensive affiliate network, BeWell has maintained growth. Daily live selling from 8 a.m. to 5 p.m., paired with a strong commission-based affiliate program, has resulted in an 11% increase in live room gross profit margin and a 35% rise in live enter room rates quarter over quarter.
“Through our live selling and affiliate partnerships on TikTok Shop, consumers can engage with BeWell in a more interactive and informative way, ensuring they find the right products to support their daily wellness needs,” Cheng said.
By debuting new products on TikTok Shop before retail distribution, BeWell has successfully built a dedicated customer base. Through strategic campaigns and paid ads, BeWell saw a 12% increase in Shop Ads revenue in Q4 2024, reinforcing its success in social commerce.