What is gmv?
GMV: GMV, or gross merchandise value, is the total sales value of products sold through your content over a period, before fees, refunds, or returns are deducted. On TikTok Shop it's the headline number for affiliate and shop performance, measuring what your videos and lives drove in sales — not what you personally earned.
What GMV tells you — and what it hides
GMV is the number brands, TikTok Shop dashboards, and affiliate leaderboards use to size your commercial impact, because it captures total sales your content generated. It's useful for spotting which videos actually move product and for showing a brand you can sell, not just get views. But GMV is a top-line figure: your take-home is your commission on it, and refunds or returns can pull realized sales below the GMV a dashboard first credited you.
How to use it as a creator
- Separate GMV from earnings. A high-GMV video with a low commission rate can pay less than a lower-GMV one on a better rate.
- Watch for returns. GMV counted at checkout isn't final; refunded orders reduce what you're actually paid.
- Use GMV to find your winners — the products and formats that convert — then make more of what sells.
- In a pitch, GMV is strong proof you drive sales, which can justify higher rates on future deals.
Common misconception: GMV is your income. It's the value of goods sold through your content, not your payout — commission rates, fees, and returns all sit between GMV and your bank account. Exact rates and how GMV is counted change and vary by region, so check TikTok's official Shop and affiliate pages for current terms.
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Related terms
Browse the full creator glossary, read the growth guides, or try the free virality score checker.