Ele fez R$115M no TikTok Shop com 1 Produto

Business overview (what they do + positioning)

• O City (supplements + e-commerce) positions as a top TikTok Shop brand in Latin America.
• Core growth lever: TikTok Shop live selling + affiliate/creator ecosystem, supported by product/formula differentiation (including compounding pharmacy for restricted actives).

Key milestones, revenue, and KPIs (with targets/timelines)

TikTok Shop launch timing (Brazil)

• TikTok Shop arrived in Brazil: May (last year)
• O City joined TikTok Shop: July (last year)
• By joining (in less than a year): surpassed R$50M revenue within TikTok Shop

Revenue results

• Last year TikTok Shop sales: R$115M
• This year target/trajectory: heading towards R$500M
• Current scale (rate-based KPI):
  • Goal visualization: “1 million per day”
  • Claim: hitting 1M/day on Nov 6, 2025
  • February average: ~900,000/day
  • March objective: exceed 1M/day average

Units sold

• Approximately 800,000 to 1,000,000 bottles per month (for the best-selling SKU line)

E-commerce baseline before TikTok Shop

• Before TikTok Shop: R$5M–R$6M per month on their e-commerce site
• After joining TikTok Shop: required increased on-camera presence and operational buildout

Go-to-market (GTM) playbook: TikTok Shop + Live + Affiliates

Their execution pattern is essentially:

• Join TikTok Shop after learning it (fast ramp)
  • Studied after TikTok Shop’s arrival in Brazil; started in July
• Live stream capability as an operational asset
  • Build/allocate a dedicated space for live streaming
  • Later: evolve into “divided rooms” and further professionalization
  • Invest in streaming equipment (example mentioned: Hollyland live-stream camera)
• Distribution via affiliates/creators
  • Enable people to become affiliates to sell products on TikTok Shop (WF mentioned)
  • Emphasis: “Anyone can do it” → low-friction onboarding for creators

Product/operations differentiation (why their products sell)

Supplement brand + formula ownership

• O City was created in 2020
• Growth acceleration tied to 2023+ (top products referenced from that period)

Compounding pharmacy strategy (regulatory-based product engineering)

• Opened a compounding pharmacy to produce “manipulated products”
• These products are not allowed as supplements in Brazil in standard form, but are allowed via compounding pharmacies
• Example best-seller: NAC (berberine is mentioned around this segment)

Transparency + labeling + cost-benefit positioning

• Founding partner helped build “transparent labels” and formulas
• Claim: strong cost-benefit ratio in Brazil as a growth driver

Sales/retention mechanics (repeat purchase + subscription-style coupons)

Coupon subscription “club” model (recurring revenue tactic)

• Subscription is described as coupon subscription
  • 6 coupons monthly
  • Example coupon/value bundles (as stated):
    • R$50 coupon for R$300
    • R$150 for R$300
    • R$300 for R$1000
• Subscription price: R$9.90/month to receive the coupons

Retention objective

• Designed to increase second purchase
• They state:
  • The drop from 1st → 2nd purchase is significant
  • The drop from 2nd onward is proportionally smaller
• Therefore: “do everything to get customer to buy a second time”

This is their operational thesis for LTV growth: drive early repeat via value stacking and easy redemption.

Organization & scaling processes (team, HR, culture)

• Hiring scale: grew to 100+ employees
• HR as a scaling requirement:
  • They hired an HR person as the org grew
• Culture transfer:
  • Bring employees into a shared apartment/space to reinforce culture and expectations

Leadership/learning playbook (how they managed execution)

Founder background & learning process

• No formal training
• Started three college degrees but didn’t finish
• Focused on the business
• Learned digital marketing (ad manager) only ~6 months after the site launched

Entrepreneurial “start small/innocently” advice

• Warns against starting a brand from absolute zero without understanding fundamentals
• If doing online business, they emphasize needing at least:
  • Logic
  • Mathematics
  • Sales funnels
  • Basic digital marketing tool literacy

Operational mindset

• Team culture frames “1M/day revenue” as normal, reinforcing ambition and execution standards

Product development process (how they create new SKUs)

• Workflow described:
  • Monitor market moves and other brands
  • Use international references
  • Develop new flavors/formulations while maintaining quality (taste + health benefits)

Upcoming/ongoing R&D themes

• Creatine variations (new flavor product)
• Trend focus on fibers, with expectation that by 2026 they’ll emphasize fiber heavily

Case-like narrative (hardship → operational rebuild)

• 2021 near failure: “almost went bankrupt,” later described as the company being unable to pay installments
• 2021–2022 hardship:
  • Couldn’t afford housing/car payments
  • Sold assets, moved to a cheaper apartment
• They attribute later success to focusing online, where they felt purpose (TikTok/e-commerce execution)

Frameworks / playbooks explicitly or implicitly referenced

• Recurring revenue / retention funnel
  • Improve conversion from purchase #1 → #2 (critical churn point)
• Subscription via coupon economics
  • Coupon bundles at a low subscription price (R$9.90) to “pre-pay” value and encourage repeat ordering
• Operational enablement for sales channels
  • Treat live streaming as process + infrastructure (space, equipment, room setup, continuous execution intent)
• Regulatory-compliant product expansion
  • Use compounding pharmacy to unlock actives/formulas unavailable in standard supplement format

Presenters / sources (mentioned at end)

• Zer — Founder and CEO of O City (main speaker)
• Harley — founding partner (mentioned)
• Lando — appears briefly during an office/partner visit
• Japa — mentioned as helping run the initial MVP live shop
• HR employee — new hire mentioned (name not provided in subtitles)
• CooO from O Fit — mentioned during creatine product tasting/development segment (name not provided in subtitles)
• WF — referenced in the context of affiliates (brand/program name, not a person)