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During LogiCommerce Connect 2025, Jordi, Director of Operations at eseOese, shared an open and honest conversation about the brand’s journey into TikTok Shop. Far from aiming for immediate sales, eseOese is pursuing a strategy centered on branding, traffic, and community building. Here's their experience.
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eseOese launched its online store in 2013 with LogiCommerce. Today, their digital channel represents 10% to 12% of total revenue, and is considered a mature, profitable and fully integrated part of their retail business. But their drive to innovate remains strong, and that's where TikTok comes in.
The decision to explore TikTok Shop wasn’t sales-driven. As Jordi explains, the main goal is to build brand recognition among a younger audience. While their current target is aged 30–40, TikTok’s average user is around 24. The strategy? Plant the seeds now, harvest later.
TikTok is radically different from Instagram or a traditional website. It’s dynamic, spontaneous, and rooted in video. eseOese's approach is clear: they create all content in-house to maintain full control over brand image, even when collaborating with influencers.
They also follow a firm policy: if they run promotions, they do so across all channels. Their goal isn’t to compete with their own eCommerce, but to expand their reach.
A quirk of TikTok Shop is the one-hour cancellation window after a user makes a purchase. This introduces uncertainty in inventory management, which eseOese addressed by creating separate stock pools for TikTok and their website.
“During that hour, a product is in limbo. It's neither available nor confirmed as sold.”
This strategy helps prevent stockouts on their primary channel and allows better management of viral sales spikes.
As one of the first 50 brands integrated into TikTok Shop in Spain, eseOese benefits from lower commission rates than traditional marketplaces like Amazon or Zalando. More importantly, TikTok uses a success-based model: no sales, no fees.
TikTok also offers access to an internal catalog of vetted influencers, though eseOese is still assessing whether to pursue that route.
TikTok Shop is not yet a direct sales channel for eseOese. The brand sees it as a way to drive traffic to their own website and nurture a future community. With a strong in-house content team, they can adapt quickly without depending on third parties.
“If it adds up, great. If not, it doesn’t take away.”
eseOese is embracing TikTok Shop with a long-term vision: using the platform as a branding and positioning tool rather than a short-term sales machine. They’re keeping operations efficient, brand image intact, and customer experience at the center.
It’s a bold strategy—and one that may serve as a roadmap for other brands considering new channels without compromising their identity.
Complete video of the session:
