5 Digital Commerce Growth Lessons Brands Can Learn from Mars Wrigley and TikTok Shop

Mars Wrigley’s strategies have proven to be very successful on TikTok Shop. 

A globally recognized confectionery brand, Mars Wrigley has consistently adapted to changing trends that have allowed it to stay successful in the market for decades. It’s because of this adaptability that customers all around the world continue to enjoy sweet treats like M&M’s, Snickers, Doublemint, and Skittles. 

“Quality has always been at our core,” said Sanjib Bose, Regional Director of Strategy & Digital Commerce, Asia and General Manager, Philippines for Mars Wrigley Asia. “Guided by our Five Principles, we ensure every bite is just as good as the last because snacking is about more than taste—it’s about sharing moments of happiness.”

One monumental change that the brand has embraced in recent years is none other than e-commerce. In fact, Mars Wrigley has leveraged TikTok Shop, turning it into a key driver of consumer engagement as well as digital sales.

During the 2024 11.11 Paskong Panalo campaign last year, Mars Wrigley even secured its place among the Top 5 brands in the Food & Beverage category, which was made possible thanks to strategic promotions, engaging content, and creator-led campaigns.

There are lessons that entrepreneurs can learn from Mars Wrigley strategy on TikTok Shop, especially when it comes to driving digital commerce growth. Here are five of these lessons. 

1. Come Up with the Right Product Assortment 

Mars Wrigley ensures that it offers a well-curated product assortment on TikTok Shop, including value-for-money bundles. Tapping into the consumer behavior of bulk buying, the brand’s five-product package accounted for nearly 60% of the shop’s Gross Merchandise Value (GMV). 

The brand likewise leverages the power of exclusive promotions by introducing thematic Gift-with-Purchase (GWP) offers, which encourage repeat purchases and brand engagement.

2. Provide Entertaining and Engaging Shopping Experiences 

Mars Wrigley also ensures that customers have a memorable, fun, and positive experience when shopping for their products on TikTok Shop. 

“At Mars Wrigley, we have always been committed to creating moments of joy through our well-loved confections,” said Patricia Co, Digital Commerce Lead of Mars Wrigley. “With TikTok Shop, we have elevated this experience by making our products more accessible while transforming the way consumers engage with our brands.”

“By integrating entertainment with shopping, we are driving convenience and creating an interactive and enjoyable way for Filipinos to discover and indulge in their favorite treats,” Co added. 

3. Maximize Livestreaming

Believe it or not, Mars Wrigley ran up to 19 hours of daily livestreaming during peak sales periods. During these livestreams, shoppers are kept engaged and informed, boosting chances of generating sales. 

“Live shopping has rapidly gained traction in the Philippines, with more consumers engaging in interactive, real-time shopping experiences,” TikTok Shop Philippines Marketing Lead Franco Aligaen pointed out. “As social commerce continues to evolve, brands that integrate entertainment with e-commerce are seeing higher engagement and conversion rates.”

He added, “Mars Wrigley’s success showcases how a strategic approach to live shopping can turn engagement into tangible business growth.”

4. Include Affiliate Marketing in Your Strategy 

Aside from maximizing the opportunities and benefits brought by livestreaming, Mars Wrigley has done the same when it comes to affiliate marketing. Collaborations with top creators, including actress Julia Barretto, has further amplified product visibility for the brand. This resulted in an +18% uplift in self-livestream gross market value (GMV) and a +29% increase in orders.

Mars Wrigley also partnered with high-performing TikTok Shop affiliates, which led to it achieving a +76% GMV uplift and a remarkable 152% increase in affiliate-driven orders during the 10.10 to 11.11 sales events last year.

5. Don’t Forget to Go Offline 

Digital efforts should still go hand-in-hand with offline strategies, and this is what Mars Wrigley did when it launched a nationwide Digital Out-of-Home (DOOH) initiative. The initiative featured exclusive TikTok Shop branding which the public saw across 12 high-traffic locations. 

This campaign extended Mars Wrigley’s digital momentum into the physical world, reinforcing its presence across multiple touchpoints.

Key Takeaways 

Mars Wrigley’s remarkable success on TikTok Shop is an example of what brands can achieve when they harness the power of digital commerce to expand their reach and drive sales. Combining strategic assortment and engaging content, Mars Wrigley highlights how brands can leverage social commerce to drive sustainable growth on platforms such as TikTok Shop. 

“As the world evolves, so do we. With more consumers online, we’re making our products even more accessible through digital commerce, including TikTok Shop,” promised Bose. “Wherever our consumers are, we’ll be there, bringing the joy of snacking.”

“You’ll find us everywhere—from sari-sari stores to supermarkets, even at the highest point of sale in Nepal,” said Bose. “No matter where you are, there’s a Mars Wrigley treat nearby, ready to bring joy.”