We reported both higher growth and improved profitability in the second quarter compared to the same quarter in the previous year. Net revenue increased by 15.1% (8.8%) to SEK 361.7 (314.1) million. Operating profit rose to SEK 55.4 (30.5) million, corresponding to an operating margin of 15.3% (9.7%). This positive trend was also reflected in the half-year result, with net revenue increasing 13.6% (2.6%) and operating profit rising to SEK 75.3 (31.9) million.
Read the full Q2 2025 Report
CEO - Nelly.com
The Result
80%
Increased Spend
82%
Increased Revenue
89%
More Purchases
-48%
Lower CPM
Nelly TikTok Case
Nelly.com is one of the Nordics’ leading online fashion destinations, offering the latest trends in women’s clothing, shoes, accessories, and beauty.
With a strong digital presence and a finger on the pulse of youth culture, Nelly.com inspires millions of style-conscious customers across Europe every year, delivering fashion, creative campaigns, and an engaging shopping experience tailored for the modern woman.
Nelly partnered with Keywordio to implement a full-funnel marketing approach, ensuring every step of the customer journey, from awareness to conversion, is optimized across channels.
For this case, we focus on TikTok, where Nelly.com adopted TikTok's Smart+ solution in 2024. Since launch, Smart+ has transformed their campaign results, delivering nearly double the purchases and a dramatic boost in brand followers, all while driving down CPM and CPA. With Smart+, Nelly.com has elevated both their reach and efficiency on TikTok, turning creative engagement into measurable sales growth.
What is TikTok Smart+ ?
Smart+ on TikTok is an advanced campaign solution that uses automation and real-time data to optimize every step of your marketing funnel. Powered by TikTok’s latest AI and Keywordio’s expertise, Smart+ automatically allocates budget, tests creatives, and refines targeting to find your best customers—faster and at scale.Unlike traditional setups, Smart+ adapts dynamically to audience behavior, pushing the right content at the right moment, whether it’s for brand awareness, engagement, or direct conversion. The result: lower CPM, more efficient CPA, and higher total purchases, all with less manual effort. For Nelly.com, Smart+ made TikTok not just a channel for visibility, but a true sales engine.
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