How Dan-O’s Seasoning Spiced Up Growth with TikTok and WooCommerce

How Dan-O’s Seasoning Found a Viral Spark on TikTok

Dan Oliver started mixing herbs and spices in his home kitchen, selling small batches at local fairs. When live events shut down in early 2020, he launched a TikTok account to share simple cooking demos using his blends. The raw, unscripted clips resonated with viewers and drove orders through the roof within weeks.

Switching Gears to WooCommerce

Originally on Shopify, Dan-O’s ran into limits on checkout customization and site speed. They teamed up with an agency focused on WordPress and moved to WooCommerce. The new setup gave them control over upsells, shipping rules, and plugin integrations for tracking pixels and analytics without slowing down the site.

Building a Multichannel Network

While the Woo store remained their direct-to-consumer hub, Dan-O’s expanded into Amazon and Walmart marketplaces. They also partnered with 40,000 brick-and-mortar retailers. Using their website to launch small test batches let them refine flavors and packaging before large retail orders, balancing risk with real-time feedback.

Optimizing Checkout and Shipping

High shipping costs can kill conversion. To solve that, Dan-O’s introduced a free shipping threshold set just above their average cart size. This tweak boosted conversion rates and average order value. They also tested button text, page layouts, and trust badges to nudge more shoppers over the finish line.

Syncing Inventory Seamlessly

Selling across multiple channels often leads to oversells. Dan-O’s plugged in Brightpearl to sync inventory in real time with WooCommerce and marketplaces. Orders flow into a single dashboard, so stock counts are always accurate and fulfillment moves faster without manual checks.

Looking Ahead with a Site Redesign

Next up is a full rebuild of their WooCommerce site, ditching page-builder plugins for a custom theme. Faster load times, improved navigation, and a smoother checkout experience will make it easier for shoppers to find and buy their favorite blends. Dan-O’s is primed for the next wave of growth.

From a one-person side hustle to a 50-strong team, Dan-O’s Seasoning shows how authentic social content paired with a robust ecommerce platform can fuel rapid expansion. Their mix of creativity, data tracking, and channel diversification offers a clear recipe for other brands aiming to spice up their own growth.