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RaeLele Malaysia

RaeLele: Growing a Consumer Electronics Brand from RM 95,000 to RM 515,000 a Month on TikTok Shop Malaysia

TikTok Shop run end to end for RaeLele, a Malaysian brand selling cordless turbo air blowers and portable cleaning tools: GMV Max and Spark Ads, a creator affiliate programme, daily live selling and mega-sale operations, measured in shop GMV rather than views.

Last updated September 2026
Quick answer

shakalakaa runs TikTok Shop Malaysia end to end for RaeLele, a Malaysian consumer electronics brand, growing monthly GMV 5.4× against a Q1 2025 baseline.

GMV Max and Spark Ads, 2,100+ creator affiliates and daily live selling lifted blended return on ad spend from 1.6× to 4.6× and live viewer-to-checkout conversion from 4.2% to 19.2%.

The client

RaeLele sells cordless turbo air blowers, portable tools and cleaning kits direct to consumers in Malaysia — products bought for cars, keyboards and homes.

The problem

TikTok Shop is its main sales channel, so the shop, the ads, the creators and the live sessions all have to work as one system.

What we did

What we delivered

600+

creator review videos a month

Seeded through the affiliate programme across automotive, tech and home-organisation creators.

6 hours

of live selling a day

Daily sessions from a dedicated multi-angle live set with product demo props.

15+

new video hooks tested every week

Underperformers cut within 48 hours.

1,800+

five-star buyer ratings

From post-delivery review follow-up.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (April–December 2025, against a Q1 2025 baseline)

Metric Before After
Monthly GMV, TikTok Shop Malaysia RM 95,000 RM 515,000 (5.4×)
Blended return on ad spend (GMV Max + Spark Ads) 1.6× 4.6×
Cost per paid order RM 38.20 RM 18.40 (−52%)
Average order value RM 45 RM 68
Active creator affiliates 65 2,100+
Share of GMV from affiliates — 48%
Units sold a month (whole range) 2,400 16,800
Live viewer-to-checkout conversion 4.2% 19.2%

What this means for your consumer electronics brand

The plain-language version. Over nine months RaeLele's TikTok Shop went from about RM 95,000 to RM 515,000 a month.

Every RM 1.00 of ad spend now returns RM 4.60 instead of RM 1.60, each paid order costs less than half what it did, and almost half of all sales come from creators rather than ads.

Client results

Work we can show

Swiss Thomas

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In depth

Tiktok shop consumer electronics case study, in depth

The supporting detail behind each section of this page, by topic. 4 topics

The problem

In the first quarter of 2025 the shop was selling about RM 95,000 a month. Paid media returned RM 1.60 for every RM 1.00 spent, each paid order cost RM 38.20, and only 65 creators were promoting the products.

Live sessions converted 4.2% of viewers into buyers. Ads were paying for too much of every sale, and growth depended on a handful of creators.

What we did
  • Catalogue and bundles. The catalogue was restructured around bundled kits — the cordless blower with a multi-nozzle cleaning kit — which lifted average order value from RM 45 to RM 68.
  • GMV Max and Spark Ads. 70% of the ad budget moved to automated GMV Max product campaigns for broad, high-intent reach. The best-performing organic affiliate videos were whitelisted and run as Spark Ads, which lowered CPMs and raised click-through.
  • Weekly hook testing. Fifteen or more new video hooks every week — car-detailing hacks, keyboard dust tests, product stress tests — with underperformers cut within 48 hours.
  • Shop page conversion. Malay and English infographics, warranty badges and review proof on every product listing.
  • A creator seeding engine. Outreach to 200+ mid-tier and nano creators a day in automotive, tech and home-organisation niches, with tiered commission and a monthly bonus leaderboard for top performers. The affiliate program grew from 65 to 2,100+ active affiliates producing 600+ review videos a month.
  • Daily live selling. Six hours a day from a dedicated live set with multi-angle cameras and demo props — car dust-cleaning setups, air-pressure tests — and hosts trained on five-minute flash-deal scripts, pinned giveaways and live Q&A.
  • Mega-sale operations. Ad scaling synchronised with 9.9, 11.11, 12.12 and TikTok Shop's weekly deal days, with stock levels coordinated with the client's Malaysian warehouses so best-sellers did not run out mid-campaign.
  • Review follow-up. Post-delivery messages asking buyers for video reviews, building 1,800+ five-star ratings.

Results (april–december 2025, against a q1 2025 baseline)
  • Sources: TikTok Shop Seller Center Malaysia (GMV, orders, units), TikTok Ads Manager (return on ad spend, cost per order), TikTok Shop Affiliate Center (affiliates, affiliate share of GMV), TikTok Shop LIVE analytics (live conversion) and the client's order and fulfilment records.
  • Units count the whole range — blowers, portable tools and kits. Cost per order is the client's TikTok media cost divided by paid orders; it is not shakalakaa's fee, which we do not publish.

What this means for your consumer electronics brand

What this says about shakalakaa: we run TikTok Shop as one system — TikTok ads, the creator and affiliate programme, live selling and mega-sale operations — and measure it in shop GMV. The same approach is set out on our e-commerce marketing page.

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FAQ

Frequently asked questions

What did shakalakaa do for RaeLele?

Ran its TikTok Shop Malaysia end to end: catalogue and bundle restructuring, GMV Max and Spark Ads, weekly creative hook testing, shop page conversion work, a creator affiliate programme, daily live selling and mega-sale operations.

What were the results?

From April to December 2025, against a Q1 2025 baseline: monthly GMV from RM 95,000 to RM 515,000, blended return on ad spend from 1.6× to 4.6×, cost per paid order from RM 38.20 to RM 18.40, and active creator affiliates from 65 to 2,100+.

How much of the growth came from creators?

Affiliates produced 48% of TikTok Shop GMV by the end of the period, from 2,100+ active creators publishing 600+ review videos a month.

What does the 16,800 units a month count?

Units sold across the whole range — cordless blowers, portable tools and kits — in the peak month, up from 2,400 in the baseline quarter.

Is the RM 18.40 cost per order shakalakaa's fee?

No. It is the client's TikTok media cost divided by paid orders. shakalakaa does not publish its fees.

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