This Fast-Growing Eyewear Brand is Bridging Online and Offline Shopping Experiences For Its Customers—Here’s How
Content creation and community engagement form the cornerstone of Baobab Eyewear’s growth strategy.
Baobab Eyewear is transforming the offline–online retail experience for its customers by utilizing one of the most lucrative online selling platforms today: TikTok Shop. A proudly Filipino brand known for its stylish, functional, and reasonably priced frames, Baobab has mastered the balance between digital discovery and in-store engagement via the e-commerce platform.
With the help of TikTok Shop’s full-funnel ecosystem and content-first approach, Baobab has successfully grown its online presence while driving foot traffic to its physical store in Escolta, Manila.
The optical shop in Escolta serves as a a personalized space that allows customers to try on frames they’ve encountered online and to complete a hybrid, discovery-driven, shopping experience.
Baobab Eyewear Founder and Owner Eunice Abalos attributes the discovery of the brand’s Escolta store to its strong online presence and successful TikTok Shop campaigns. Also, she assures customers that they can expect the same stylish, affordable eyewear regardless of where they make their purchase.
“We are committed to offering thoughtfully designed eyewear that is life-proof, practical, and affordable, and giving our customers the best experience, whether through our physical store or TikTok Shop,” Abalos says.
Turning Content and Community Into Growth Engines
To strengthen its brand visibility, Baobab Eyewear has embraced various ways of engaging with its customers, such as short-form videos and live selling on TikTok Shop. TikTok Shop has also allowed the brand to provide customers with a seamless shopping experience involving different steps: frame selection, lens customization, and uploading one’s prescription.
“We’ve always wanted to build an online community. Even before TikTok Shop existed, Baobab has been actively posting about our products and day-to-day`operations,” said Baobab Marketing Manager Sheena Concepcion.
“We’re happy to share that since joining TikTok Shop, we’ve been able to reach more people and convert through add-on features like free shipping, vouchers, and platform promos.”
Concepcion credits TikTok Shop’s recently upgraded ACE indicator system for helping sellers like Baobab optimize their Assortment, Content, and Empowerment strategies.
Launch of of BINIVISION
A significant milestone for Baobab is the launch of BINIVISION, an exclusive collection created in partnership with Pinoypop group BINI. The campaign for BINIVISION was activated through TikTok Shop.
The campaign delivered a 3,410.45% uplift in Live Gross merchandise Value (GMV), ranking Baobab #1 during the platform’s Eyewear Co-Brand Day.
“As a discovery-driven and social platform, TikTok Shop empowers brands to reach a wider audience and build communities,” said TikTok Shop Marketing Lead Franco Aligaen. “We believe these communities help bridge the offline and online worlds.”
Armed with a hybrid retail model and a deep understanding of its audience, Baobab is committed to advancing offline-online retail spaces that foster creativity, accessibility, and inclusivity. Its success on TikTok Shop is clear proof that digital content, community, and commerce can create new opportunities for the growth and success of brands.
