Craft Supplier Sees 10–15% Sales Bump After Launching on TikTok with Helium 10’s Help 

Shekhar Baid, Director of E-commerce at John Bead, has helped lead the Canadian company’s digital expansion over the past six years. With 70,000 SKUs across channels and a dedicated customer base of both professional beaders and hobbyists, Shekhar and his team rely on precise operations and marketplace insights to drive growth across North America. 

As they explored new retail channels, TikTok Shop became a key focus—and Helium 10 proved essential in helping them launch effectively and strategically.

Challenges

With close to 21,000 active SKUs on Amazon US alone, expanding to a new platform like TikTok could have easily become overwhelming. John Bead had already built a presence on Amazon, Walmart, eBay, Etsy, and Shein, and was working to break into TEMU and Target+. But the TikTok onboarding process was manual and time-intensive, and the team lacked clarity about which categories would be best for their listings on TikTok. 

“We knew TikTok was a great fit for our household hobbyist audience,” Shekhar explained, “but managing SKU conversion and understanding where to position our products was going to take weeks—if not months—without the right tools.” 

Solution

John Bead had originally turned to Helium 10 to reverse-engineer keywords from competitors on Amazon. But when they learned about its TikTok features, they realized Helium 10 could also accelerate their go-to-market strategy on the platform. 

The team started by successfully migrating 62 listings they’d identified as the most likely to do well on TikTok from Amazon, a task that would have required weeks of manual setup had it not been for Helium 10’s Listing Converter. 

They also used Helium 10’s competitive analytics to track what top performers were doing across the Amazon marketplace, helping them determine how to tag and position their own SKUs on TikTok—based on category trends from the last 30 and 60 days. 

Results

Since launching on TikTok just a few months ago, John Bead now has 94 parent SKUs live and between 300–500 total SKUs listed. Thanks to Helium 10’s features, they have been able to focus their content strategy on reaching household crafters and hobbyists—their fastest-growing demographic on TikTok. 

The results quickly followed: 
While it’s difficult to attribute direct causation between launching a product on TikTok and seeing a positive effect on sales elsewhere, like many new TikTok sellers, Shekhar noticed a 10–15% increase in sales for household products on both Amazon and Michaels not long after John Bead launched its listings on TikTok Shop. 

For Shekhar and his team, TikTok isn’t just another channel—it’s become a new growth engine, powered by smart tools that turned a massive catalog into an opportunity instead of a bottleneck.