What is a good TikTok Shop conversion rate in the US right now?

A healthy working range for growth-stage teams is 2.2% to 3.2%, with top performers sustaining above 3% on repeatable product angles.

How often should we rotate creative?

Rotate weekly. Keep high performers active, but ship new hooks every week so spend is always learning from fresh inputs.

Use GMV as the primary growth target and enforce minimum efficiency guardrails. This keeps scaling decisions consistent.