# TikTok Shop Sellers Center: Beyond GMV With Add-to-Cart Signals

By [Oliver Silzer](/content/field-guide/mentors/oliver-silzer/index.html)
Partnerships and Business Development

Oliver Silzer, a four-year TikTok veteran who spent his last two years focused on TikTok Shop growth and partnerships, walks through how sellers should actually be measuring performance on the platform. He argues that GMV and units sold are the obvious starting point, but sellers who stop there are missing meaningful signals. Metrics like add-to-cart counts, content reach, and new shop visitors all indicate momentum even when a purchase does not happen on the first visit. Silzer points out that add-to-cart data, for example, can directly inform retargeting strategies, turning a near-miss into a future conversion. He also reveals that TikTok is rolling out an analytics API through TikTok Shop Sellers Center that will surface more granular data points across different content types and product categories, giving partners richer inputs for shaping strategy. If you have been relying solely on sales numbers to decide what is working, this video gives you a concrete framework for reading the full funnel.

## More mentors talking about: TikTok Shop

[Amanda Young](/content/field-guide/video/measuring-tiktok-shop-performance-by-amanda-young/index.html)
Senior TikTok Shop Strategist, ZeroTo1  
[Dan Albert](/content/field-guide/video/measuring-tiktok-shop-performance-by-dan-albert/index.html)  
Co-Founder & Partner, 456 Growth  
[Jonathan Snow](/content/field-guide/video/measuring-tiktok-shop-performance-by-jonathan-snow/index.html)  
Co-founder, Avenue Z

## More about: TikTok Shop

[TikTok Affiliate Program: Why 95% of TikTok Shop Customers Are New](/content/field-guide/video/tiktok-shop-as-an-acquisition-channel-by-micah-whitehead/index.html)  
2:18 by Micah Whitehead  
[TikTok Live Requirements: Matching Promo Mechanic to Business Goal](/content/field-guide/video/promotion-types-to-lean-into-on-tiktok-by-catalina-leyva/index.html)  
1:55 by Catalina Leyva  
[TikTok Shop News: Why Quarterly Platform Alignment Drives Top Shop Status](/content/field-guide/video/the-future-of-tiktok-shop-by-amanda-young/index.html)  
1:42 by Amanda Young  
[TikTok Shop Creators: How SMS Authorization Beats Inbox Spam](/content/field-guide/video/nurturing-relationships-with-tiktok-shop-creators-by-dan-albert/index.html)  
2:54 by Dan Albert  
[How to Track TikTok Shop Order: The $1,500 Weekly GMV Threshold](/content/field-guide/video/measuring-tiktok-shop-performance-by-micah-whitehead/index.html)  
2:29 by Micah Whitehead  
[TikTok Shop Seller Center: Why 90-95% of Your Seeding Should Fail](/content/field-guide/video/scaling-tiktok-shop-by-micah-whitehead/index.html)  
2:26 by Micah Whitehead  
[TikTok Shop for Creators: When Customers Become Your Best Affiliates](/content/field-guide/video/tiktok-shop-as-an-acquisition-channel-by-jonathan-snow/index.html)  
1:09 by Jonathan Snow  
[TikTok Live Stream: Why It Deserves Its Own Internal Department](/content/field-guide/video/how-tiktok-live-fit-into-the-channel-mix-by-brittany-barnes/index.html)  
2:05 by Brittany Barnes

## Themes

[Foundations](/content/field-guide/theme/foundations/index.html)  
[Sourcing & Vetting](/content/field-guide/theme/sourcing-vetting/index.html)  
[What to Book & How to negotiate the best deal](/content/field-guide/theme/what-to-book/index.html)  
[Paid Social & Performance Marketing](/content/field-guide/theme/paid-social/index.html)  
[Contracting & Creator Support](/content/field-guide/theme/contracting/index.html)  
[Measuring & Scaling Success](/content/field-guide/theme/measuring/index.html)  
[TikTok Shop](/content/field-guide/theme/tiktok-shop/index.html)

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