CAP Roster
A managed creator roster, measured monthly.
436 creators on the performance roster · data through 3 September 2026. Every figure below is attributed TikTok Shop GMV over the 30 days ending on that date.
Creators on performance roster
GMV in 30 days
Videos published
Organic views
Distinct brands sold for
Average brands per creator
What the roster produces
$901 is the market. $60,014 is the roster.
US TikTok Shop average2,513,451 creators
$901 · 1×
CAP performance roster436 creators
$60,014 · 67×
CAP top tiers (L4–L6)144 creators
$129,563 · 144×
The average US TikTok Shop creator moves $901 a month. A managed CAP creator moves $60,014.
US TikTok Shop GMV is down 10% year on year while units are up 4%, so order values are compressing while content volume rises. Efficiency per video is now the binding constraint, and that is what active management exists to protect.
Managed versus unmanaged
What representation actually changes.
| Open affiliate program | In-house creator team | CAP managed roster | |
|---|---|---|---|
| Creator sourcing and vetting | No vetting. Whoever opts in, sells. | Possible, but relationships start from zero. | 542 contracted creators, tiered by 30-day attributed GMV. |
| Negotiation and rates | Fixed public commission, no leverage. | Negotiated one creator at a time. | Rates and commissions negotiated across the roster. |
| Sample and seeding logistics | Creator requests, brand fulfils ad hoc. | Owned in-house, adds daily operational load. | Managed centrally against publishing dates. |
| Content briefing and QC | None. Output quality is whatever arrives. | Achievable with dedicated headcount. | Briefed to brand guidelines, reviewed before publish. |
| Publishing cadence | No cadence control. | Depends on the person chasing it. | 30,625 videos published in 30 days across the roster. |
| Underperformance replacement | No replacement mechanism. | Requires sourcing a new creator from scratch. | Swapped from tier for a like-for-like creator. |
| Reporting | Platform dashboard only. | Built and maintained internally. | Attributed GMV by creator, video and brand. |
2,080 brands sold through this roster last month and the average creator worked with 8.6 of them. Onboarding a new brand is never a cold start.
Roster composition
542 contracted creators, six tiers.
| Tier | Label | Creators | GMV per creator | Videos per creator |
|---|---|---|---|---|
| L6 | Flagship | 3 | $557,333 | 83 |
| L5 | Anchor | 33 | $208,424 | 98 |
| L4 | Core | 108 | $93,583 | 83 |
| L3 | Proven | 139 | $39,755 | 74 |
| L2 | Emerging | 148 | $13,399 | 44 |
Development bench — ramping creators, excluded from performance averages. | ||||
| L1 | Development bench | 106 | — | — |
144 creators sit at L4 and above and carry 71% of roster GMV. The L1 bench contributes under 1% of GMV and is held separately from every performance average on this page.
Category depth
Beauty & Personal Care
165 creators · $8.53M · 32.4%
Womenswear & Underwear
107 creators · $5.42M · 20.6%
Home Supplies
26 creators · $1.64M · 6.2%
Textiles & Soft Furnishings
15 creators · $1.18M · 4.5%
Furniture
23 creators · $1.04M · 4%
Sports & Outdoor
19 creators · $1.02M · 3.9%
Food & Beverages
15 creators · $900,827 · 3.4%
Kitchenware
16 creators · $893,975 · 3.4%
Toys & Hobbies
24 creators · $765,000 · 2.9%
Computers & Office
7 creators · $686,000 · 2.6%
Baby & Maternity
11 creators · $626,000 · 2.4%
Household Appliances
17 creators · $587,150 · 2.2%
Brands already running the roster
Who the roster sells for.
| Brand | Roster creators | Videos |
|---|---|---|
| QVC | 108 | 2,183 |
| medicube US | 69 | 698 |
| Comfrt | 42 | 424 |
| Tarte Cosmetics | 38 | 324 |
| Halara US | 37 | 341 |
| CROCS US | 35 | 279 |
| Mellow Sleep | 26 | 263 |
| Frost Buddy | 25 | 265 |
| Cider | 21 | 190 |
| HeyDude | 20 | 183 |
| e.l.f. Cosmetics | 18 | 176 |
| Bloom Nutrition | 15 | 149 |
| M.A.C Cosmetics | 14 | 136 |
| BellaVita | 10 | 104 |
52
brands ran ten or more of our creators at once. 197 ran five or more.
8.6
average brands per creator, across 2,080 distinct brands last month.
The content engine
30,625 videos a month, with a performance record attached.
Videos per month
Organic views (30,756 per video)
GMV per 1,000 views
Equivalent paid reach at a $10 CPM benchmark
Licensed vertical video
Assets are licensed for Spark Ads and whitelisting, and every one already carries an organic performance record. You scale proven winners instead of guessing.
Volume for testing
A 20-creator activation yields 150 to 250 videos a month — enough creative variance to test hooks and offers before committing media budget.
How you plug in
Two paths, same roster.
Path A
Plug into your program
You keep your TikTok Shop operation and your agency relationships. We supply matched creators from the roster, negotiate and manage them, and report attributed GMV back to your team. Best when you already have marketplace ops in place and the gap is creator supply and management.
- Creator matching and slate approval
- Negotiated rates and commissions
- Content briefing to your guidelines
- Performance reporting into your existing stack
Path B
AOR running the campaign
We act as agency of record and run the campaign end to end, so your internal team briefs and approves rather than operates. Best when there is no one in-house to run daily creator operations, or when volume has outgrown the person doing it.
- Creator sourcing
- Partnership execution
- Negotiation
- Spark Code collection
- Sample and seeding listings
- Campaign setup
- Paid Social ad support (optional add-on)
Team based in the US, Latam / South America and China, covering 20 hours a day Monday to Friday, in pods assigned per brand, with a two business day response time.
Both paths draw on the same roster and the same reporting. The difference is who runs the day-to-day.
Close
The roster is already selling. The question is whose product.
Send three SKUs and a target category and we will return a named creator slate and a GMV forecast built on the roster's actual performance in that category.
How these numbers are calculated
Roster figures cover 542 contracted creators over the 30 days ending 3 September 2026 and are attributed TikTok Shop GMV, not estimated media value. Performance averages are calculated across the 436-creator performance roster and exclude the 106-creator development bench. Market comparisons are FastMoss US marketplace data for August 2026; the $901 market average is $2.266B in total US GMV divided by 2,513,451 selling creators. Video and view counts aggregate each creator's ten largest brand relationships in the period, so published totals are conservative. Category GMV is summed from creator-level attribution, and because a creator can sell for several brands, category figures do not sum to the roster total. The $10 CPM used for equivalent paid reach is an illustrative planning benchmark, not a rate card.