Important Retail Lessons Brands Can Learn From BeWell, TikTok Shop’s Partnership

BeWell’s digital-first approach has resulted in its success as one of the most trusted and sought-after brands on TikTok Shop. 

The COVID-19 pandemic ushered in the boom of e-commerce all around the world, and even as people have returned to malls and other commercial areas to do their shopping, e-commerce platforms continue to thrive due to their convenience and practicality. 

TikTok Shop, in particular, has grown in popularity among sellers in the Philippines. As of October 2024, TikTok Shop recorded two million sellers, making it a solid choice for brands that want to engage in e-commerce. One of the brands that has done so successfully is BeWell. 

A trusted leader in health supplements, BeWell has embraced e-commerce to meet the changing needs of its target market. In fact, BeWell launches new products exclusively on TikTok Shop first before retail distribution, allowing the brand to fully maximize online engagement while building anticipation for offline availability.

How can a digital-first approach help other brands and entrepreneurs? Here are five lessons that can be learned from BeWell and TikTok’s Partnership. 

1. Use Online Visibility to Boost Sales 

According to Statista, a total of 62.3 million TikTok users in the country were on the receiving end of advertising and sales efforts by brands as of February 2025. In BeWell’s case, its presence in the TikTok Shop boosted the brand’s offline sales. Customers have reportedly gone to brick-and-mortar stores to seek their products after seeing them on TikTok Shop. 

“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.”

Shoppers frequently use screenshots from live streams sharing positive feedback about BeWell’s products as references when buying from physical stores, highlighting the powerful offline impact of online visibility. 

“When consumers walk into stores looking for BeWell after discovering it online, it reaffirms how digital visibility translates into real-world demand, strengthening our impact both online and offline,” Cheng added. 

2. Be Strategic About Your Products and How You Offer Them 

BeWell initially had a lower average order value (AOV) compared to its category peers. To address this challenge, the brand introduced well-curated bundle offers. This has led to a gradual increase in AOV, from PHP 114 to PHP 285. 

Aside from this, the brand strategically pivoted to highlighting its adult supplement range, particularly BeWell Zinc Protect, despite having top-performing SKUs in the Kids’ Vitamins segment. Supporting the shift with exclusive TikTok Shop-only bundles and content adjustments led to a 25% increase in BeWell Zinc Protect sales in Q4 2024.

BeWell likewise experienced overall growth, as seen in the 16% increase in Gross Merchandise Value (GMV) for the second half of 2024.

3. Leverage Live Selling Capabilities, Affiliate Marketing 

According to a 2024 survey on influencer marketing, 75% of respondents said that they watched live commerce content on TikTok in 2024, leading to the conclusion that live selling is an effective way of reaching customers online. BeWell has leveraged TikTok Shop’s live selling capabilities to drive consumer engagement and conversions. 

BeWell highlights the importance of maintaining an extensive daily live schedule in order to maximize visibility and engagement. The brand has also leveraged a strong network of in-house affiliates who stream live directly from BeWell’s office. This has allowed the brand to expand its reach and empower TikTok Shop’s community of sellers. 

“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 pointed out. 

The BeWell CEO added, “This seamless integration of digital and physical retail reinforces BeWell’s commitment to making quality health products readily available whenever and wherever they are needed.” 

4. Launch Exclusively Online First

As previously mentioned, BeWell has committed itself to digital-first strategies by launching its products exclusively on TikTok Shop before rolling them out to retail stores. Based on the brand’s experience, doing so successfully builds anticipation and drives initial demand. This means that by the time products are rolled out to retail stores, there is already a dedicated consumer base searching for them.

BeWell consistently participates in TikTok Shop’s Brand Fiesta campaigns. The brand also ensures that it has sustained investment. These have resulted in the brand earning a 12% quarter-over-quarter increase in Shop Ads revenue in Q4 2024, as well as a five-star shop experience score on TikTok Shop. 

Franco Aligaen, Marketing Lead of TikTok Shop Philippines, has praised BeWell for demonstrating “how a health brand can thrive in social commerce by making wellness more accessible and engaging.”

“Through TikTok Shop’s interactive features like live selling, affiliate marketing, and exclusive online launches, they’ve created a shopping experience that feels both seamless and community-driven,” Aligaen explained. “This approach strengthens online sales while amplifying offline demand, proving that digital-first strategies have a lasting impact beyond the screen.”