Jewelry store — Marrakech4.6× ROAS for a jewelry store via Meta & TikTok catalog.
A Marrakech jewelry store wanted to move from in-store selling to a real online channel without cheapening its creations. Webotic structured a product catalog on Meta and Instagram, jewelry-focused TikTok creative and COD / click-and-collect retargeting. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Meta Ads
- Instagram Shopping
- TikTok Ads
- Meta Catalog
- Meta Pixel
- Google Analytics 4
The challenge · from store to digital
The jewelry store made most of its revenue in its physical Marrakech shop, with a loyal local and tourist clientele. Online, its presence was limited to a few organic posts: no structured catalog, no product feed, no paid acquisition. With each piece being unique or produced in small series, it needed a setup able to showcase the creations without cheapening them, while reassuring buyers about payment and delivery. Jewelry buying is driven by emotion and trust: a poorly framed photo or a shaky checkout is enough to lose the buyer. The challenge was twofold: build a credible e-commerce channel and prove that a controlled media budget could generate profitable sales, complementing rather than cannibalizing the store. It also meant testing remote purchasing behavior on a high-perceived-value product, where cash on delivery (COD) and in-store pickup remain reassuring habits in Morocco.
- Sales concentrated in-store, minimal online presence.
- Unstructured catalog, no usable product feed.
- Zero paid acquisition on Meta or TikTok.
- High-value product: purchase trust required.
The approach · catalog, creative and retargeting
Webotic first built a clean product catalog, synced with Meta and Instagram Shopping: each piece photographed, described and grouped into sets by collection and price range. On that basis, we launched discovery campaigns via dynamic ads (Advantage+ catalog) and native product creative designed for TikTok: short videos showing the jewelry worn, close-ups on materials and light, vertical mobile-first format. A dynamic retargeting setup re-engaged visitors who had viewed a piece without buying, with the right collection at the right time. On the journey side, we favored a simple funnel with cash on delivery (COD) and an in-store click-and-collect option, two key reassurance levers in Morocco. Steering was based on real ROAS and CPA, with weekly budget adjustments between Meta and TikTok according to the best-performing collections, and creative refreshed regularly to avoid ad fatigue.
- Meta/Instagram catalog structured into sets by collection.
- Native TikTok product creative, vertical mobile format.
- Dynamic retargeting on visitors and product views.
- COD and click-and-collect journey for reassurance.
The results · a profitable online channel
In five months, the setup turned a near-nonexistent online channel into a profitable source of sales. Average ROAS reached 4.6×, meaning every dirham invested in media generated 4.6 dirhams of online revenue. Online sales grew by 130% over the period, driven both by catalog acquisition and retargeting. Average order value rose by 30%, as showcasing collections and complementary pieces encouraged higher-value purchases. Cash on delivery and click-and-collect reduced friction and secured conversion on a high-perceived-value product. Above all, the setup is now repeatable: a clean catalog, recurring product creative and retargeting form a healthy base, ready to be scaled to new collections or extended to other cities. (Figures to replace with final values validated by the client.)
- 4.6× average ROAS on paid acquisition.
- +130% online sales over 5 months.
- Average order value up 30%.
- Repeatable setup, ready to scale.
We sold mostly in-store and didn't know if digital could work for jewelry. Webotic built a real online channel, profitable, without ever cheapening our creations.
FREQUENTLY ASKED QUESTIONS
- Can you really sell jewelry online in Morocco?
- Yes, as long as you reassure the buyer. Strong product showcasing, a structured catalog and options like cash on delivery or in-store pickup remove the barriers. In this case, the online channel went from near-nonexistent to profitable in five months.
- Why combine Meta and TikTok for a jewelry store?
- Meta and Instagram Shopping leverage a product catalog with highly effective dynamic retargeting, while TikTok drives discovery through native, immersive product creative. The two complement each other: TikTok creates desire, Meta converts and re-engages.
- Are COD and click-and-collect essential?
- They are major reassurance levers in Morocco, especially for a high-value product like jewelry. Cash on delivery reassures the hesitant buyer, and in-store pickup reconnects digital to the physical point of sale.
- How is the profitability of the setup measured?
- Steering is based on real ROAS and CPA, tracked via the Meta pixel and GA4, with weekly budget arbitration between Meta and TikTok according to the best-performing collections and creatives.