From Amazon to TikTok Shop: How This Pet Brand Leveraged Helium 10 to Grow Sales by 25% 

A Strategic Leap Toward Channel Diversification 

For NINA Woof, a Europe-based pet brand, Amazon has been the main engine of their e-commerce growth, but with an eye on long-term sustainability, they knew they couldn’t rely on one platform forever. 

That’s when they decided to launch on TikTok Shop. 

“We were already posting regularly on TikTok, so it made sense to meet customers where they already were. It was about capturing that market share and building a more diversified channel mix,” said Pedro Padierna, Co-Founder and CEO of the brand. 

Launch Hurdles: Variations, Delays, and a Learning Curve 

Because the brand is based in Europe, getting started with TikTok Shop took longer than expected. TikTok’s policies required them to have U.S. presence to activate their shop, which created delays before listings could go live. 

Fortunately, they were able to use Helium 10’s Listing Converter for TikTok to import their product listings from Amazon. 

“We saved over 25 hours of our own time just getting listings live. It would’ve taken even longer without the converter.” 

Navigating TikTok’s backend also came with a learning curve. Compared to Amazon, where they were seasoned pros, TikTok felt like uncharted territory. 

Influencer-First Strategy Drives Branded Traffic 

From the start, the team leaned into TikTok influencers to promote their products—avoiding traditional product sampling in favor of offering creators a higher commission percentage. 

They also continue to work with Amazon Influencers via Creator Connections, but the results have varied. 

“We’ve found the most success with TikTok influencers and promotions. Every time we run a campaign, we see an increase in branded search volume [on our Amazon listings].” 

This multi-pronged creator strategy is already making an impact. Within just three months of launching on TikTok Shop, 5% of their total sales are coming from the new channel. 

Amazon Sales Grow 25%—Without Increasing Ad Spend 

What surprised them most wasn’t just the TikTok traction—it was the halo effect on Amazon. 

Even with ad spend remaining flat, the brand saw a 25% increase in Amazon sales the following quarter. That brand lift—fueled in part by TikTok promotions—validated their decision to diversify. 

What’s Next: TikTok Live 

With momentum building, the brand is preparing for their next growth phase: TikTok Live. 

After overcoming activation delays, manual listing work, and the learning curve that comes with a new marketplace, they’re doubling down on TikTok’s unique opportunities—and they’re doing it with confidence thanks to Helium 10’s tools designed specifically for TikTok sellers.