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Live commerce glossary
Every term we use in reporting and strategy calls, in plain English. Search it, filter it, or skim a category before your next TikTok Shop meeting.
Search the glossary
- GMV
- Gross merchandise value — the total value of goods sold before refunds, fees and commission.
- GPM
- Gross revenue per thousand views — how much money a video or live makes per 1,000 views.
- CCV
- Concurrent viewers — how many people are watching your live at the same time.
- Creator ROAS
- Revenue from a creator's content divided by what you paid them in fees and commission.
- Net margin
- What you keep per order after platform fees, commission, cost of goods, shipping and returns.
- Affiliate
- A creator who promotes your products for a commission on the sales they drive.
- Open plan
- A commission offer any approved creator can join without you inviting them individually.
- Targeted plan
- A commission offer sent to specific creators, usually at a higher rate.
- Sampling
- Sending free product to creators so they can film genuine demonstrations.
- Post rate
- The share of sampled creators who actually publish a video.
- Spark Ads
- Paid promotion of an existing organic post, keeping its likes, comments and social proof.
- Shoppable video
- An organic post with products attached so viewers can check out without leaving TikTok.
- Hero product
- The single product with the best margin, stock and demo appeal to anchor a stream.
- Hook
- The first two seconds of a video — the line or visual that stops the scroll.
- Live bay
- A dedicated, always-on set used to broadcast a live shopping stream.
- Run of show
- The hour-by-hour plan for a live: products, offers, demos and hand-overs.
- Moderator
- The person answering comments and pinning offers while the host presents.
- Flash offer
- A short, time-limited discount announced live to create urgency.
- Voucher
- A discount code applied in TikTok Shop checkout, often stacked with a live promotion.
- Fulfilment SLA
- The dispatch time you promise on orders, and the single biggest driver of shop rating.
- Shop rating
- TikTok's seller score, based on dispatch speed, cancellations and customer feedback.
- Return rate
- The share of orders sent back — usually a sign that content is over-promising.
Metrics
Metrics
Metrics
Metrics
Metrics
Creators
Creators
Creators
Creators
Creators
Paid
Content
Content
Content
Production
Production
Production
Offers
Offers
Operations
Operations
Operations
How to use it
- 01
Search a term
Type any word — the search looks in both the term and the definition.
- 02
Filter by topic
Narrow to metrics, creators, paid, content, production, offers or operations.
- 03
Share it with your team
Useful onboarding for anyone new to live commerce reporting.
What good looks like
Learn GPM early
It's the fastest way to compare a live, a video and an ad on the same basis.
Separate GMV from profit
Big GMV with thin margin is a busy business, not a healthy one.
Track post rate, not roster size
A thousand recruited creators means nothing if nobody films.
Want us to run the numbers with you?
We'll pressure-test your assumptions against what we see across our live studio and creator roster every week.