Advertise on podcast: ACE Your TikTok Shop

E.L.F. Beauty was an early TikTok adopter, but its strategy has evolved far beyond content. Kelly Shah-McDonnell, VP of Global Connected Commerce at E.L.F. Beauty, shares how the brand now treats TikTok Shop as a discovery and demand-generation engine that can influence sales and search across its broader retail ecosystem. That impact became especially clear with the launch of E.L.F. Hair, when TikTok exposure contributed to hundreds of thousands of searches on Amazon even though the products were not available there. Kelly explains how E.L.F. keeps creators at the center of its TikTok Shop flywheel, from identifying products that are easy to demonstrate to building deeper relationships through webinars, Zooms, and masterclasses. The brand also uses limited editions, TikTok-first launches, GMV Max, campaigns, and LIVE selling to turn product discovery into momentum both on and beyond TikTok Shop. What You'll Learn in This Episode: Why E.L.F. views TikTok Shop as more than a standalone sales channel What E.L.F. looks for when deciding which products to put behind creators How limited editions and scarcity help E.L.F. test demand Why creator authenticity matters more than follower count How E.L.F. plans early while staying agile enough to react in real time

PullchemyTCG grew from roughly $90,000 in its first month on TikTok Shop to nearly $1 million in monthly sales within about three months, driven primarily by TikTok LIVE auctions. Founder Bin Chen shares how the Pokémon-focused TCG business scaled from streaming five hours a day on one channel to 36 total streaming hours per day across two channels, while growing the operation from a small team to approximately 20 employees. Bin’s strategy centers on consistency, differentiated products, and building a LIVE experience that keeps customers coming back. By expanding streaming hours, launching additional channels, and hiring authentic, charismatic hosts, PullchemyTCG has turned LIVE selling into both a sales engine and a community. Rather than focusing solely on GMV or maximizing profit from individual transactions, PullchemyTCG prioritizes daily profitability, repeat customers, and building a business that can continue scaling over the long term. What You'll Learn in This Episode: How PullchemyTCG grew from roughly $90,000 in first-month TikTok Shop sales to nearly $1 million by its third month Why consistency matters in LIVE selling and how PullchemyTCG scaled from five hours of daily streaming to 24 hours on its primary channel How differentiated surprise sets help bring repeat customers back to PullchemyTCG’s LIVE auctions Why PullchemyTCG prioritizes profit over GMV and how auction sellers can generate $30,000 to $50,000 in daily sales

k2o has generated $1 million in sales on TikTok Shop after launching the beauty hydration brand with TikTok Shop as its first e-commerce partner. CEO Jay Hunter shares how the Kylie Jenner-owned brand is building its growth strategy around creator partnerships, owned content, TikTok LIVE, GMV Max, and Fulfilled by TikTok. Jay’s approach starts with treating TikTok as both a sales channel and an awareness engine that can influence the rest of the business. k2o invests deeply in its creator community, aims to become its own best creator through organic content and LIVE, and uses GMV Max to amplify content that is already working. The team is also preparing to scale toward 24-hour LIVE programming while using TikTok audience feedback to help shape future product launches. What You'll Learn in This Episode: Why k2o prioritizes creators at a similar stage of growth How k2o thinks about scaling winning content with GMV Max What’s behind the brand’s ambitious TikTok LIVE strategy How k2o prepares differently for major shopping moments The product launch tactics Jay believes make the biggest impact

Kitsch turned TikTok Shop into a major distribution channel after seeing its Grinch Hair Perfume jump from roughly 50 units to 2,000 units sold per day within the first few days of launch. Chief Marketing Officer Yingying Kuang shares how the brand went on to sell more than 30,000 units of its Air Dry Cream in just a few months and replicated that momentum across categories, including its Set & Flow Heatless Curler, which became the number one hair accessory on TikTok Shop for several weeks. Yingying explains how Kitsch built the infrastructure to capitalize on viral moments rather than trying to manufacture them. From treating creators like an extension of the internal team to testing culturally relevant bundles and preparing fulfillment capacity ahead of peak demand, Kitsch has built its TikTok Shop strategy around creators, rapid experimentation, and operational readiness. That preparation became especially important after last year's holiday season brought roughly four times more daily TikTok Shop orders than the team expected. What You'll Learn in This Episode: Why Kitsch shifted its mindset from treating TikTok Shop as an advertising channel to treating it as a major distribution channel How Kitsch develops its creator community through weekly coaching calls, product education, sampling, and involving creators in the product development process How organic product enthusiasm can lead to high-performing creator partnerships How Kitsch's Rush On-the-Go bundle became a top-five seller on its TikTok Shop for two months How Kitsch prepares for Black Friday and Cyber Monday all year

QVC Group brought 40 years of live-selling experience to TikTok Shop and quickly proved its model could translate to a new generation of social commerce. After launching in August 2024, the retailer had its first viral product within weeks, went on to become the number one shop during Black Friday and Cyber Monday 2025, and was named Seller of the Year for 2025. Abigail Bizzarro, Director of TikTok at QVC Group, breaks down how the company is building on that momentum across more than 90,000 SKUs. Abigail shares how QVC Group combines its LIVE selling expertise with a creator-first affiliate strategy to reach new customers on TikTok Shop. From streaming more than 250 hours per week to sampling top creators at scale, QVC is using exclusive drops, proprietary brands, creator incentives, and early holiday planning to keep its massive assortment moving while giving affiliates a reason to continually come back to the brand. What You'll Learn in This Episode: Why QVC Group invests heavily in creators and affiliates, including a tiered loyalty program that rewards top performers How QVC evaluates creators based on sales performance, post rate, storytelling ability, and loyalty rather than follower count How QVC approaches sampling with a constantly changing assortment, including sending its top 150 creators an average of five to 10 products per month Why QVC starts Black Friday and Cyber Monday planning during the summer How QVC is creating urgency through LIVE-exclusive product drops, pre-heat content, exclusive colors, value bundles, and early creator access

RidgeCoin Jewelry Co. generated $1.4 million in sales during a single TikTok LIVE. Owner Tasos Kolokouris shares how the family-owned jewelry, coin, and collectibles business turned LIVE selling into a major growth channel while growing its TikTok following from roughly 170 to more than 17,000 in four months. Tasos explains how RidgeCoin uses daily LIVE streams, consistent content, $1 auctions, and a broad product mix to keep viewers engaged and reach different customer segments. By moving between gold coins, currency, jewelry, and watches during major streams, the team can refresh its audience throughout a show while building a community that returns for both the products and the personalities behind the brand. What You'll Learn in This Episode: How RidgeCoin Jewelry Co. grew from roughly 170 to more than 17,000 TikTok followers in four months through consistent streaming, videos, shares, and engagement Why RidgeCoin starts products at $1 during LIVE auctions and how temporary auctions help the team sell a large volume of inventory quickly How RidgeCoin's $1.4 million LIVE used different product categories to reach new customer segments Why LIVE sellers should watch metrics like GMV per hour, clicks, hearts, pass-through rate, and chat activity to understand when a stream needs more energy How RidgeCoin uses TikTok Shop's Shop Tab for high-volume products customers want to purchase 24 hours a day

Laura Geller Beauty has built one of the most recognizable presences on TikTok Shop, reaching the number two makeup brand ranking in both Q4 and Q1 through a strategy that blends creator community, live selling, and a tiered ambassador program. Jamila Hadid, Director of Social Commerce at Laura Geller, shares how the brand has turned TikTok Shop into a full-funnel growth engine without relying on an agency. Jamila breaks down how Laura Geller's in-house team approaches everything from creator sampling and live programming to limited drops and product virality. She explains how the brand identifies and grows creators from scratch, why the 40+ customer has become their most powerful audience on a Gen Z platform, and how they are now working to bring founder Laura Geller herself more prominently into the TikTok ecosystem to deepen community connection. What You'll Learn in This Episode: How Laura Geller built a tiered creator ambassador program that grew regular people into top-earning affiliates Why limited edition drops and brand collaborations consistently outperform standard product launches on TikTok Shop How countdown bidding, hourly giveaways, and lowest-price-of-the-season moments are structured into Laura Geller lives to drive conversion and extend viewer watch time How the brand is building systems to respond to unexpected virality How Laura Geller uses consideration ads alongside GMV Max to build mid-funnel momentum

TraxNYC has built one of TikTok Shop's most consistent live auction operations, scaling from $30K GMV in their first streams to regularly hitting over $100K per live, all by mastering countdown bidding and $1 auction starts in the fine jewelry and watch category. In this episode, Mickey Julian Bell, COO at TraxNYC, breaks down how his team turned high-value live selling into a repeatable system, and why the live format is uniquely suited for luxury goods that demand trust, visibility, and a personal buying experience. Mickey explains how TraxNYC's approach goes well beyond simply going live. From leveraging TikTok analytics to refine product selection, to building rapport with returning customers who drive 34% of orders at an average order value of $3,500, the team has developed a methodology that treats live selling as both a revenue engine and a relationship-building tool. With plans for exclusive live-only pieces and founder-led product reveals on the horizon, TraxNYC is betting that what worked in the early days of e-commerce will play out again with TikTok LIVE. What You'll Learn in This Episode: Why $1 auction starts consistently outperform higher opening bids for luxury items How TikTok analytics on returning customers and per-product bid data help TraxNYC decide exactly which watches and jewelry to feature each live Why fine jewelry and watches require a live-only selling strategy How building genuine relationships with repeat viewers has turned watchers into word-of-mouth advocates The "halo effect" TraxNYC is seeing off-platform

Bask and Lather has achieved 100% year-over-year growth on TikTok Shop by building one of the most engaged haircare communities on the platform, with over half a million active creators promoting their products daily. In this episode, Shaina Rainford, Founder and CEO of Bask and Lather, shares how she built the brand from the ground up on TikTok Shop, turning organic content into a full ecosystem of creators, LIVE selling, and campaign strategy. Shaina walks through how Bask and Lather approaches every layer of TikTok Shop simultaneously, from organic content and affiliate creators to LIVE selling and GMV Max ads. She explains how the brand's solutions-based product philosophy has fueled trust and repeat purchase, how a viral edge control product led to an entirely new SKU, and why she believes any seller, regardless of resources, can break through on the platform by staying consistent and letting strong products speak for themselves. What You'll Learn in This Episode: How Bask and Lather grew to over half a million active affiliate creators with an open sampling strategy Why packing orders on LIVE from a warehouse tripod was one of their earliest and most effective growth tactics, and how that scrappy approach can still work today How Bask and Lather uses GMV Max to balance efficiency and volume across campaign and non-campaign periods Why listening to how creators use your products can unlock entirely new SKUs How TikTok Shop created a halo effect for Bask and Lather beyond the platform, with in-person event attendees citing TikTok Shop as their primary point of discovery

Physician's Choice has built one of the most formidable presences on TikTok Shop, generating over $55 million in GMV, creating at least five creator millionaires, and currently holding the number one product ranking on TikTok Shop with their digestive enzymes. In this episode, Logan Chierotti, Founder and CEO of Physician's Choice, breaks down the full-funnel strategy behind their rise to the top of the health and wellness category. Logan walks through how Physician's Choice restructured their entire business around TikTok-first innovation, from redesigning product pages to match trending keywords and seasonal moments, to running creator incentive campaigns that sent 100 creators to Aruba and directly drove their digestive enzyme to the number one spot on TikTok Shop. He also shares how their creator community, GMV investment, and operational infrastructure work together to create what he calls a "fireball of momentum" that spills over into retail and Amazon sales. What You'll Learn in This Episode: How Physician's Choice shifted from Amazon-first to TikTok-first and what that change unlocked for product development and sales growth How Physician's Choice designs products specifically to go viral How running creator incentive campaigns directly propelled their digestive enzyme to the number one product on TikTok Shop Why inventory allocation is one of the most overlooked factors in capitalizing on high-traffic moments like Deals for You Days How Physician's Choice optimizes product pages to maximize discovery through TikTok Shop search

Cata-Kor launched on TikTok Shop nearly three years ago as one of the first brands in the health category, and what followed was staggering: 9,000% year-over-year growth in their first full year on the platform. The brand built that momentum by going all in on creator-led content, strategic affiliate management, and a bundling strategy that now drives 30% of their GMV during major campaigns. In this episode, Vlad Seuruk, Founder of Cata-Kor, unpacks the systems behind that growth. Vlad breaks down how Cata-Kor approaches every stage of the product lifecycle, from pre-launch sampling and creator preheating to campaign activations and long-term affiliate relationships. He explains why follower count means nothing to his team, how they use creator feedback to shape product development, and why bundles have become one of the most powerful levers in their 2026 playbook. What You'll Learn in This Episode: Why Cata-Kor ignores follower count entirely when vetting affiliates, and what metrics they actually look at to predict creator performance How running creator incentive campaigns in the two to three weeks before a platform campaign can dramatically improve content performance once the campaign goes live The bundling framework Cata-Kor uses to evaluate product pairings, and why their Glutathione launch bundles drove 30% of campaign GMV How Cata-Kor used a "Road to Rome" creator contest to generate massive affiliate buy-in around a new product launch Why moving to Fulfilled by TikTok unlocked not just faster delivery, but also virtual bundle creation and measurable conversion improvements

Rhino USA has built one of the most consistent growth stories on TikTok Shop, crossing $40 million in GMV with a creator-first strategy that drives roughly 75% of their total Shop revenue. In this episode, Thomas Nielsen, Senior Marketplace Manager at Rhino USA, breaks down how this family-owned brand has turned creator relationships, hero products, and platform campaigns into a repeatable engine for year-over-year growth. Thomas digs into the full framework behind Rhino USA's TikTok Shop operation, from how they seed creators with samples and build exclusive bundles to how they use FBT to streamline fulfillment and boost conversions. He also shares how the brand unlocked an unexpected audience segment that significantly boosted holiday sales, and what they're doing ahead of Deals for You Days to keep the momentum going. What You'll Learn in This Episode: How Rhino USA built a creator program where 75% of GMV comes from creator content Why creator bundles have become a key part of their product launch strategy and how they used them to deepen brand relationships in Q4 How Rhino USA uses FBT to create a stronger conversion signal for customers The surprising audience segment they unlocked during Black Friday and Cyber Monday that drove a meaningful spike in sales What Rhino USA is prioritizing heading into Deals for You Days, including a 20% growth target compared to the previous year

Snap Supplements has sold over 1.1 million units on TikTok Shop in roughly two years, built one of the most subscribed brand pages on the platform, and watched a single affiliate suggestion transform into 50% of the company's total revenue. In this episode, Alex Lomov, Co-Founder of Snap Supplements, and Lauren Fox, Director of Social Media Marketing, break down how a health supplement brand built for older men became one of TikTok Shop's most innovative sellers. Alex and Lauren walk through every layer of the system behind that growth: how they identify and launch new products, how they structure affiliate relationships to generate product ideas rather than just content, and how TikTok subscriptions gave them a stable revenue floor to invest from. From building a ChatGPT-powered script tool for affiliates to running the platform's first non-GMV challenge, they share what it actually looks like to treat creator partnerships as a two-way collaboration. What You'll Learn in This Episode: How an affiliate's offhand bundle suggestion became Snap's top-selling product and now accounts for 50% of total company salesWhy Snap Supplements targets older men on TikTok Shop and how dominating an underserved demographic fueled their growthHow to build an affiliate community that generates product ideas, not just content, and why listening is the real strategyWhat Snap built internally to track daily profitability, and why getting that system in place early is critical for scaling without losing marginHow TikTok subscriptions changed the way Snap thinks about momentum on the platform and what it means to have a stable GMV floor off-campaign

Heaven In Style scaled from zero to seven figures in less than six months by closing her brick-and-mortar stores and going all in on TikTok Shop. Ana Torres, CEO and Founder of Heaven In Style, made the difficult decision to shut down her mall boutiques and redirect every resource toward TikTok, betting on a platform that was still finding its footing. The result was a business transformation that proved community-driven selling could outperform traditional retail. Ana's approach centers on full-outfit styling rather than showcasing individual products. By presenting complete looks, head to toe, she gives customers a clear vision of how to wear what she sells, removing the guesswork that often stalls a purchase decision. Her team runs livestreams for up to 12 hours a day, brings in new arrivals consistently, and plans product collections around seasons and trends to stay ahead of what customers will need next. What You'll Learn in This Episode: Why Ana closed her brick-and-mortar mall boutiques to go all in on TikTok Shop, and how that bet paid off with seven-figure revenue in under six months How styling full outfits, from shoes to accessories, drives stronger connection and higher conversion than showcasing single products Why running 12-hour daily livestreams and introducing new arrivals every day keeps a community engaged and coming back How to use the fear of selling out as a tool to create urgency and encourage customers to buy in the moment Why jumping on new TikTok features immediately, even before fully understanding them, gives early movers a competitive edge

Willow Boutique became one of the earliest breakout success stories on TikTok Shop, becoming the first brand to hit a $100,000 GMV livestream and later driving up to $30,000 in a single hour. In this episode, Madelinn Small, Marketing Manager and Live Host Manager at Willow Boutique, breaks down how their team turned TikTok LIVE into a repeatable revenue engine through bundling, LIVE programming, and community-driven selling. Madelinn explains how Willow’s strategy goes far beyond just selling products. By combining curated outfit bundles, interactive LIVE formats, and a strong focus on customer trust, her team has built a highly engaged audience that consistently converts. From affiliate collaboration to content loops between video and LIVE, Madelinn unpacks how each piece of the TikTok Shop ecosystem works together to drive sustained growth. What You'll Learn in This Episode: How Willow Boutique became the first brand to hit $100K GMV in a TikTok LIVE and replicate that success Why bundling full outfits and mystery boxes increases conversion and drives higher order value How to structure LIVE streams with timed programming, giveaways, and flash sales to keep engagement high The role of repeat customers in creating trust and driving conversions through real-time social proof How to connect shoppable videos, teasers, and LIVE registrations into one cohesive growth loop