# How Crocs became TikTok Shop's top seller

> The footwear brand earned $52 million in a year by moving fast, failing often, and livestreaming for 31 days straight.
- Title: How Crocs became TikTok Shop's top seller · Adweek | Shortify
- Summary: The footwear brand earned $52 million in a year by moving fast, failing often, and livestreaming for 31 days straight. Success on social commerce requires…
- Keywords: crocs, tiktok shop, terence reilly, social commerce, gen z marketing, livestream shopping, croctober, wisdom kaye, liana gibbs, brandweek, footwear, tiktok
- Source: Adweek — https://adweek.com/brand-marketing/how-crocs-became-one-of-tiktok-shops-top-sellers
- Author: Rebecca Stewart
- Published: 2026-09-16T14:13:10+00:00
- Read time: 1 min
- Topics: crocs, tiktok shop, terence reilly, social commerce, gen z marketing, livestream shopping, croctober, wisdom kaye, liana gibbs, brandweek, footwear, tiktok
## Crocs crowned Seller of the Year
TikTok Shop named Crocs its top seller in May after the brand racked up $52.4 million in sales over 12 months.
## Test and learn, not pretend expertise
Crocs' chief brand officer admits they didn't know what they were doing at first. They built a team willing to try, fail, and scale.

> We didn't know what we were doing. We had a whole bunch of people who cared and were willing to try.
## Croctober: 31 days of nonstop streaming
Crocs livestreamed for 744 hours straight throughout October. The marathon tripled followers, generated 550 million impressions, and won a Shorty Award.
## Skip the bureaucracy, move fast
Reilly's advice: build small teams who care, give them permission to fail and scale. Too many meetings and opinions slow you down.

> If there are too many meetings, you're losing. If there are too many people, you're losing.
## Live demo sold 200 items in 12 minutes
At Brandweek, Crocs livestreamed from the stage with presenter Liana Gibbs. About 3,000 viewers tuned in and bought 200 products.
## Leaning into ugly-cool with Gen Z talent
Crocs turned its awkward look into an asset by partnering with Wisdom Kaye, SZA, and K-pop group aespa on designs and self-expression campaigns.

> I'd love to maybe design my own Croc, but that's a different conversation for another day.
## Key takeaway

Success on social commerce requires small, nimble teams with permission to fail fast and scale what works, not bureaucracy and endless meetings.