Niall O’Sullivan
CEO & Founder, Zellor
Ana Guimaraes · TanOrganic
10–11% of Online Sales, From Content They'd Already Made
TanOrganic's customers don't impulse buy — self-tan is a seasonal, considered purchase, and shoppers want proof before they commit. TanOrganic had that proof: a library of tutorial and application videos already performing on Instagram and TikTok. The problem was where it lived. None of it was on the product page, where the decision was actually being made. Zellor closed that gap with zero new content production. Since going live in September 2025, Zellor has settled into a steady 10–11% of TanOrganic's total online sales, with engaged shoppers converting from cart at 1.46× the rate of the rest and spending 16% more per order.
The World's First Eco-Certified Self-Tan Brand
TanOrganic was founded in 2010 by Noelle O'Connor, a beauty industry veteran who had already built and run Ireland's first chain of beauty salons before turning to product development. Frustrated by expensive, drying, chemical-heavy self-tan products on the market, O'Connor set out to build one that would hydrate rather than strip the skin. TanOrganic launched publicly on Dragon's Den in 2010, securing investment from Gavin Duffy, and went on to become one of the show's most successful company pitches.
The brand has since built a reputation as the category's natural alternative: TanOrganic is certified by PETA, the Organic Trust, the Ethical Company Organisation, the Vegan Society, and approved by the Irish Eczema Society, and is now sold in-store across 15 countries alongside a growing online audience. TanOrganic now sits under the Kind Brand Company, O'Connor's parent business, which is actively expanding into the US market with Enterprise Ireland's backing.
Proof Existed. It Just Wasn't Where the Sale Was Happening
Self-tan shoppers research before they buy. They want to see the product applied, see the result, see it work on skin like theirs — a video sells a self-tan in a way a product photo never will. TanOrganic had exactly that content: tutorials, application demos, and real-result videos performing well across Instagram and TikTok.
But none of it reached the product page. A shopper who'd just watched an application demo on TikTok landed on a static Shopify page with none of that proof in sight. The content that built confidence off-site had no presence at the exact moment that confidence needed to convert into a purchase.
Repurposing Content Usually Means Rebuilding It
The standard fix for this — briefing new on-site video content, or manually re-editing social content for the PDP — takes production time and developer resources most lean ecommerce teams don't have spare. TanOrganic's content wasn't the problem; it was excellent and already proven to convert attention on social. The problem was the cost of moving it.
No standard Shopify video embed solves this either — it can't automatically tag existing social content with product links, or place it where shoppers are actually evaluating and deciding.
Zellor Turned Existing Social Content Into Shoppable On-Site Experiences
TanOrganic deployed Zellor AI to convert their best-performing Instagram and TikTok videos into shoppable experiences embedded directly on their website — automatically tagged with product links and placed where shoppers evaluate and buy.
No new content production. No developer resources. Setup took under 48 hours.
A Steady and Growing Double-Digit Share of Revenue, Built From Content Already on the Shelf
After an early ramp following launch, Zellor's attributed share of TanOrganic's online revenue has settled into a steady 10-11% of monthly online sales as of June 2026.
Metric | Zellor-engaged | Rest of traffic |
Cart-to-checkout conversion | 37.6% | 25.8% (1.46× uplift) |
Average order value | €52 | €45 (+16%) |
Share of online sales | 10–11% | — |
Shopper engagement rate | 7.7% (widget interactions per impression) | — |
One Buyer Journey. Every Problem, Solved.
Most conversion tools solve one metric. Zellor is built around the entire journey a shopper takes from the moment they arrive on your store to the moment they buy — and the three points where that journey typically breaks.
High bounce rate.
A shopper lands on your product page from TikTok, already educated and almost convinced. The product page has no video, no demo, no human presence. They bounce. Shoppable Video solves this — putting the brand's best-performing creator content directly on the PDP, at the exact moment the shopper needs it.
High cart abandonment.
Even with video on the page, some shoppers need something more specific. A curly hair routine. A postpartum recommendation. A "will this work for my hair type" answer in real time. The question goes unanswered, and they abandon. The AI Shopping Assistant solves this — surfacing the right content and answering shoppers in the brand's own voice, at the moment of decision.
No content signal or intent data
The content team is briefing blind — producing videos without knowing which ones actually move product, which questions shoppers are asking before they buy, which gaps in the content library are costing sales every day. Buyer Intent Data solves this — surfacing what shoppers asked, what they needed, and what content doesn't exist yet but should.
The result isn't three separate tools. It's a flywheel: video closes the bounce, the Assistant answers the abandonment question, the data briefs the next piece of content, which closes the next sale.