Why Brands on TikTok Shop Grow 3x Faster Everywhere Else ft Jordan West

Full conversation and audience Q&A

Hey, guys. this is the last keynote of the day. I'm really, really excited about this one. hands up here, who are brands? Brands in the... Oh, tons of brands. Wow. Wow, it's just shocking at this event how many brands come here. agencies in the room? Oh, just a couple. Just a... Wow, that's like so opposite. hands up here, who has ever watched any of my YouTube videos on TikTok Shop before?

Oh, shocking. Okay. That's, that's great. So today I'm gonna be talking about the social commerce singularity. I saw, I saw TikTok Shop come around, about two and a half years ago. I'm gonna go... I, I think I've got a slide actually later on about this. I owned a bunch of brands over the years. here's me, eight brands, two agencies.

my first, real business was a taco restaurant. It was a Taco Del Mar, that I, I had in Canada. It was just a blast. I have learned a lot of lessons, but one of the big things that I learned was how to spot, different trends. So when I owned all of these brands here, one of the things that I despised doing was working with influencers.

And the reason why is I could never really find the win-win. When I worked with influencers, it, it was always one of us were trying to game the other one, right? You're trying to get the lowest possible CPM. You're trying to pay them to get the most amount of reach. Hopefully, they're gonna go viral. So when I saw TikTok Shop come around, it made so much sense to me.

It finally created this win-win, that I had never really seen before, and so I decided to go all in on that at the time. at the time, one of our brands we, were able to sell, one of our brands went bankrupt, and I had nothing to do. I was like, "W-what exactly am I gonna get into?" And I saw TikTok Shop come around, and it was shocking.

today I am going to go through the why now. if you are not convinced on why your brand needs to be on TikTok Shop, this talk will do that for you. the other really big thing is I wanna talk about the sales force. The sales force, and I'm not gonna go into, like, this tactical, practical sort of way of, of how to talk to affiliates.

I'm gonna talk about the bigger picture when it comes to that, and then I'm gonna talk about the halo and why this matters so much. This is the crazy data that got my attention. Right here, I got this data from Finaloop. Anyone in here use Finaloop or Finaloop? I forget exactly what it is. Yeah, one... couple people there.

tens of thousands of brands use Finaloop, and they sent me this data recently. These are the brands that are TikTok Shop scaled. So their definition of TikTok Shop scaled is a million dollars or more of revenue in the last twelve months on TikTok Shop. Any brands in here doing a million dollars?

Have done that? No. Anyone want to? Probably after this presentation slide you will want to. comparatively to the brands that are not, that are on Finaloop, these brands are growing their revenue over three times as much omni-channel It's crazy. So revenue right down here, this is the one that we were just talking about.

Their contribution margin is like three point seven X more than the control group that is not on TikTok Shop. Their EBITDA is growing. I think this is actually the one that's three point seven X more than, than the control group. These are brands that are on TikTok Shop. Anyone wanna guess how many of those brands are making massive profit on the channel directly on TikTok Shop?

Like maybe one, right? That is, that is the big problem that I think we all have when it comes to TikTok Shop. We think that it's another channel that we're going to be profitable on. When you realize that it's about the business, right? TikTok Shop, the entire point of TikTok Shop is, is that it is a marketing platform that you get paid to be on.

It is a break, a break-even channel for you that you get to be on, and I'm gonna show you a little bit about that today. I think we all know the TikTok Shop, growth story is just absolutely insane comparatively, to Shopify and Amazon. I actually originally meant for this slide to show you guys the exponential growth comparatively to where Shopify and Amazon were in their early days, and it is absolutely insane if it continues on the same trajectory globally how fast this is going to eclipse every other platform that is out there.

the reason why, let's go back to, to the idea of I'm gonna just go back to the beginning here for a second and the idea of the social commerce singularity. I'm sure we've all heard the term singularity when it comes to AI. The reason why I'm talking about the social commerce singularity is I actually wanna ask any kinda old school ecom people in here.

I know Ezra Firestone was here earlier. Anyone here from like twenty ten on? Yeah, 2010-ish. Do you remember when paid ads in the form of social paid ads came around? And like what an insane difference that was? So we had Google come around, right? Which was this other singularity, which is this change from, let's call it the Yellow Pages into Google Search.

And then now we finally have this demand generation engine that is able to algorithmically target people. Now we have this next massive shift, and this shift is this move from the boardroom making the decisions, right, into the creators telling you who the brand is, right? And who your brand is comparatively to you telling them.

it's incredible. I'll go through some stories here in a little bit. let's just go back to this one for a second again. Hundred billion dollar forecast. I remember, about a year and a half ago, people making fun of TikTok Shop, especially when it was about to, be banned for that little while saying like, "Ah, it's not worth paying attention to."

now we can obviously see that it is absolutely worth paying attention to, and I would actually say absolutely critical to every brand, out there right now. And I'm sure we're gonna get into... I'm gonna make sure to leave, a good chunk of time for Q&A today, just because I know that we've had...

Nick told me there's just like tons and tons of questions about TikTok Shop, operations specifically. what I wanna talk about here is we have our, our two different channels, and I think the problem that happened right at the beginning of TikTok Shop is people thought that it was another one of these, right?

Another demand capture channel when really it's been the most powerful demand generation channel that we have ever seen. The problem with most big brands, and so at Social, Social Commerce Club agency that, that I own, we were recently acquired by, a huge marketplace company called Podean. most of the companies that we talk to, most of the brands that we talk to put TikTok Shop into their marketplace division.

The problem with marketplaces is they are inherently demand capture focused, right? They're all about demand capture, and TikTok Shop sits on the demand generation side, which again, when we go back into slides like these, tells you why it is such an incredibly powerful channel for your brand. This is why I keep talking about it, right?

again, this is not just another listing. It seems like a marketplace. It is not a marketplace, right? The content itself is what is actually selling. I remember when I owned, the brands that we owned over the years, the big thing that we were always looking for was to shorten the funnel, right?

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Link in the show description. Now, back to your replay. That's the, the, the, the beautiful thing about TikTok Shop is that the creator is the salesperson. I've got a slide that actually gets into this specifically. I, I... I'll often ask when I do talks like, "Hey, who on TikTok Shop are you selling to?" Any- anyone know?

Who are you selling to? I mean, I'm kind of giving it away here but It's not the consumer. The end consumer is not who you're selling to. You are selling to the creator. The creator is your salesperson. You will never have a salesperson like a creator because if you do TikTok Shop correct, the only time that they ever get paid is when they make a sale.

That's the only time. And so their only incentive is to sell your product. That's the only incentive. They have no incentive based on CPMs. They, they have no incentives based on them having any sort of influence, right? I did not understand it. When I first, when I first, heard about TikTok Shop, I just assumed it was like Meta Shops.

I'm like, "Okay, so we're gonna send traffic, and then they're gonna check out on the channel. What's the big deal?" It was when I realized, and Brock told me, at, at Frost Buddy. He told me that they were gonna do five hundred K. This was like two Novembers ago. It's like, "How in the world are you gonna do that?"

And this is when it all clicked for me, is that it was the creator incentive. This is what changed everything for me. So here is what most brands get wrong, and if you're going to take a, to screenshot of any slides... And I, I've actually got an ungated, version of the slides at the very end that I'll try and get to.

here is what most brands get wrong, right? They forget to sell the opportunity to the creator. I have had so many of you guys come up to me and ask me about TikTok Shop, and one of the biggest questions that every single person comes up to me and says is, "Do I have to pay retainers to creators?" And the answer is no, you don't.

But yes, if you don't know how to sell to them. When we first started TikTok Shop, we actually put TikTok Shop as, ... We were trying it out at the agency, and we actually put it with our sales team because the entire job on TikTok Shop is to understand how to sell to your creators, right? The entire thing is getting them on board.

If you are a cult leader in this room, you're gonna do incredibly well on TikTok Shop because you can get them on board, and I'll go through a couple examples, of that. if you go into it and you judge the entire thing by TikTok Shop GMV, you are going to be sorely disappointed. That is not the point of TikTok Shop.

Yes, do transactions happen on there? A-absolutely, of course, they happen on there. We have brands that work with us that do, that do millions of dollars a month on the platform. But for them, it is such a different channel than what everybody thinks that it is. Again, it is not a demand capture channel.

It's a demand generation channel. They miss that the sales are happening somewhere else, and the other big thing is that they leave all of that content on TikTok Shop. Now, here's the crazy thing about the content that is made on TikTok Shop and why it works so well. Again, if you're, if you're gonna get anything from this, just it's, it's the principles behind why this works so well So not using the content from TikTok Shop is crazy because the content is already proven to sell your product.

The people on TikTok are not different than the people on Meta, right? They are the same people, and that content has already been proven to generate revenue. That's why TikTok Shop content is so absolutely incredible. again, I- like I said, I was gonna go into this here. On TikTok Shop, your customer is the creator.

Everything at the end of the day that you need to be thinking about as a brand is, how is this going to be good for our creators, right? The offer that you are giving the creator is so incredibly important. Is this product going to be worth my time? Now, at Social Commerce Club, we work with a lot of creators.

There's different levels of creators. So, let's call these ones L3 and above. So level three creators and above, that goes up to level seven. Level seven's to a million dollars a month, on the, on the platform. L3 is to somewhere in the range of, I believe, thirty-five thousand. Is that right, Bora?

Somewhere in there? Yeah. so, those creators will have literally a hundred different products that are sent to them, and their entire job is just to make a video for that one product. So if your offer is not worth it for the creator and you have not given them a compelling reason to talk about your product, they are going to take a video of it, right?

They're going to post it, and then they're just going to move on, right? They are working with so many different brands, which is why your customer is the creator. It's so incredibly important to have-- to form this relationship. So everybody out there talks about, Discord groups. Who's heard about Discord groups?

Awesome. Tell me who here is a part of a Slack group? Yeah, you guys are part of a Slack group. Who here is a part of like more than five Slack groups? I'm definitely a part of them. How many do you actually check? For me, it's like one. Yeah, zero. There you go. It's because, it's because it's all noise, right?

There's so much noise. I'm sure that there's some gold in there. Absolutely. That is the problem with Discord groups. Every single brand has a Discord group. I cannot tell you the amount of brands that have come to us saying, "We want you to build us a Discord group." And we're like, "We can, but we won't because it doesn't actually work."

We have chosen specifically to use WhatsApp with our creator communities. The reason why is the relationship, right? WhatsApp, to me, is right below iMessage. And on WhatsApp, you can create real relationships with your creators. Now, one thing I, I don't know if I've got a slide for this or not. One of the crazy things on TikTok Shop, is when you see the eighty/twenty of the eighty/twenty of content and creators.

And so we see this time and time again. I'm sure, Bora right down at the front there, he runs Reacher. it is the, AI-powered software that we use to reach out to creators, and they have an insane amount of data that we use. I reference a lot of that data in here. let me explain the eighty/twenty of the eighty/twenty.

When you work with a hundred creators, twenty of them will be okay, right? Twenty of them are gonna be like, "Yeah, these are like decent creators to work with, decent videos." Nothing that's like going to, to, to put you viral. Nothing that's gonna make you a million dollars a month. Of those twenty creators, four of those creators are going to be phenomenal, right?

The problem with that is that those four creators are probably phenomenal for a lot of other brands. So you need to actually form real relationships with those four. So you need to do the job of figuring out who those incredible creators are and how to get them on board with working with your brand, right?

TikTok Shop creators are not influencers, right? I, I'm, I'm sure we all know this, but influencers care about their appearance. TikTok Shop creators are salespeople. All that they care about is selling the product. They don't really have followers, right? For, for the most part, and that's not how the algorithm works, right?

At the end of the day, the follower count matters virtually nothing on TikTok comparatively to the content, which is why creators, creators care about selling the product, not about gaining some big following. For them at the end, if they do care about that, they probably don't actually understand how the algorithm works.

The algorithm is all content-based, not follower-based All right. something that I constantly go back to. I read, I don't know, two, two to three books a week probably. one of the things that I love to go back to is books like these, right? So Scientific Advertising, Claude Hopkins. one of the principles in Scientific Advertising is that the product itself should be the best salesman.

We'll say salesperson right now. one of the incredible things about TikTok Shop is that the entire point of it is to show off the product. Why do you think Costco does samples, right? They give you samples because they know that you are going to buy that product. It doesn't matter, you know, if you're not going to specifically buy it, but they know that in general, when they give samples, they're showing off the product and that it's the best possible way to get somebody to purchase.

So rather than somebody talking about the product, they're actually showing the product. and to me that, that really, really matters. I'm gonna breeze through this 'cause I wanna make sure to have lots of time for Q&A. Yeah. Can this person sell your product? At the end of the day, this, this slide is kind of funny because really what I care about is getting to a volume to figure out who those four creators are.

And so if you think about getting to those four incredible creators, you just need to get to a massive amount of volume. And so I don't really care about that until somebody makes their very first video. That's when we really care about it at the end of the day. if you don't... I put the NeuroGum example in here.

we do not work with NeuroGum, but, they had an incredible episode. It was like about a two-and-a-half-hour interview, on open residency that I highly, highly recommend you guys go listen to because it is still the principles on which I believe that TikTok shop are based and what they have scaled their brand on.

again, smaller audience can sell more. We have creators that have tiny, tiny followings that are able to get to these niches with their, with their particular content and have massive amounts of GMV. I'm gonna skip this one here. now, something I wanted to make sure that you guys understand.

Again, I don't wanna get into like the, the tactical practical, like here's how you reach out. One of the most important possible things that you can do is coach your creators on what you want them to do next and just give them the ability to do well for your brand, right? It's insane how many creators will hop on weekly calls if they feel connected to your brand.

I've hopped on some of the calls, at Social Commerce Club with our creator group 'cause I just absolutely love it, and it's amazing how receptive they are to coaching. I think one of the things, I don't have this on a slide here, but one of the things that I want everyone to understand is that creators are not business people.

Like, virtually none of the creators are business people. So if you think that you're talking to another business person when you're trying to negotiate any of that sort of stuff, it is not the case. Creators want two things, and I think we actually all want these two things. We want status and respect.

And so the more that you are able to give your creators status and respect, the more that they are going to do for your brand and feel like they owe you in some sort of way. again, double down on the creators who sell. I cannot say this enough. When you have a creator who is doing incredible work, make sure to double down on those creators.

I think as entrepreneurs... Who, who here i-identifies as an entrepreneur? Yeah, lots, lots of entrepreneurs. That's, that's good. This is, this is the problem with entrepreneurs, right? Is we start digging a hole right here, okay? We're digging a hole, we're digging a hole, and then we hit gold. And you know what we do?

We go dig another hole rather than continuing to dig in the same hole that has all of the gold. And it's the same idea with creators. Everyone wants more creators. The crazy thing is, I think for a brand that works with us, Hey Dude, pretty big brand. They do a ton of GMV. You can go look them up, afterwards.

Probably five million last month, on TikTok shop specifically. Really big brand. There is such a minute amount of creators that are actually driving the GMV, it is crazy. It is crazy. Even though we're working with, and I believe, let's say something like 20,000 videos last month, such a small amount were actually driving the GMV.

So you have to understand power laws, and you have to understand the Pareto principle behind all of this and why it's so important. So does that mean you should only work with a few creators? No, not at all. You cannot get to that gold without going through a huge amount of creators. That is the important thing here.

I'm gonna go through that Ah, this is something I really want you guys to understand. A thousand videos. There's this magic number, a thousand videos that we found somehow, and it, and it's probably to do with some sort of statistical significant amount of videos. But when you can get to a thousand videos, we found this seems to be the turning point for a couple of things.

Number one, for GMV max ad spend, we're able to get, GMV max to spend a lot more. Now, something else that we recently found out is that to get to a high amount of GMV max ad spend, you need to have two hundred orders on your shop within the last twenty-eight days. This is something internally TikTok told us.

It's not anything that they actually put out there. this is why we work with a company called Sellico to actually get those two hundred, sales. It's not Gray Hat. It's totally blessed by TikTok. but getting to a thousand videos is so incredibly important because again, if we look through that and go down from a thousand, we get to about forty incredible videos from there.

And from those forty videos we can then scale up and GMV Max tends to do its job at that point. we get a ton of shots on goal. Here is the last, about the last year at Social Commerce Club. Six hundred and eleven thousand videos posted, two point four billion video views. So a massive amount.

This is just TikTok shop US mind you, right? So every single American has seen something from us around eight times, if I'm doing that math right. Oh, and this is from Reacher, our friends Reacher here. So if you're thinking about using somebody. Borah made me say that. He really did. again, your cust-- Oh, here's, here's one, one thing I want to send with you.

And I've got a few minutes left here. I do wanna get to questions in a second. just some another sort of tip for you all here. Read your comments, right? Read the comments, and make videos yourself as the brand on those comments. It's incredibly... It's one of those, those places that you're like, "Oh yeah, of course."

Everything about our brand and everything everyone wants to know is here oh, I have to quickly talk to you about a blitz. We figured out this blitz methodology. if you go onto YouTube and search Jordan West blitz, I have a ton of videos on the blitz methodology. Really, really important. Let me just tell you exactly what a blitz is.

For a blitz, we choose one hero product, we get all of our creators ready, and we have a plan with them for a twenty-four to forty-eight-hour content blitz. So the idea is that we seed product out to them. We pick a blitz date out in the future. So let's say for today we're gonna choose October first.

We tell the creators, "Hold off on all of your content until October first." At that point, in a coordinated way, we run contests to get the creators to post as many videos as humanly possible. We recently had a contest where there were thirty-two videos per sample sent out. So the way that we did that is we had two different, we had two different ways that we wanted creators to post.

One was the amount of GMV, and number two was just the most amount of videos. So if they hit twenty videos, they got two hundred dollars just for posting twenty videos. Ten bucks a video. It was crazy how much content we were able to get and what that did for this particular brand. PLG is a really, really good example of this.

we worked with PLG when they were doing about forty thousand dollars a month, at, ... It was right at the beginning, we got them to a-about a million-dollar run rate, continued on from there, and that was using the blitz methodology. Now, the crazy thing is, as you're doing a blitz, sometimes one of your other products will actually blow up at the exact same time, and a lot of times the halo will actually move over onto other products on both Amazon and Shopify, which is just absolutely crazy.

I think I'm gonna s- to get through here 'cause I wanna have a few minutes for questions. Nick, do you wanna come up for questions or how are we gonna do that?

Maybe while, while Nick is coming up, I'm gonna, I'm just gonna go through this here. again, this content travels so incredibly well, right? remember, a-again, I've said this a few times, but if you're gonna get something from this, just use the content that you're getting on TikTok Shop on other channels.

For Portland Leather Goods, what I, I was chatting with Makwai earlier, about this a little bit, but what he talked about when we first started on TikTok Shop is that his number one ad turned into his number 15 ad after TikTok Shop because the first 14 were all TikTok Shop creative. It is absolutely crazy.

again, if I could say more, I would. I've got like over 100 videos on YouTube if you guys wanna go watch. let's get to questions this way. Yes

Ja

Yeah. So yeah, so the question is, WhatsApp groups can be absolute chaos. How do you manage a group of that size? So we use WhatsApp communities, right? So we actually do break them out into different things, but we do have a general chat. And here's the crazy thing. So when I had my brands, we used to sell out launches.

There was-- I used to have this case study where we did 250k in 24 hours just using a Facebook group. And it's the same sort of idea where, with- within these groups, for it to be a true community, you actually want the person, you a- sorry, you actually want the group to be talking to itself, right? You don't wanna have to do any management within the group.

You want the community to be talking within itself. So I actually think that some of those chaos groups are actually the best, right? now, you have to kick people out. You have to. If there's crazy people within this group and people that are causing some sort of like ruckus within the WhatsApp group, you gotta get 'em out, and you gotta get 'em out fast.

Lots of times it'll just be like one to two people, and then the rest of the group will be awesome. one of the, the things also that Curtis at, at, PLG, Portland Leather Goods, did really well is he would actually send a daily video into the WhatsApp group, like with his face, just being like, "Hey, guys, here's what we're pumped about.

I just wanna let you guys all know you're great." He would call out certain creators, give them status and respect, and they would do incredible things for him. So hopefully that helps. It's gonna be mayhem. You're working with like a bunch of these divas. Like... And that's fine. If creators were here, I would call them divas too.

There are probably some creators, so

Questions? Let's, let's go to Slido real quick so we can a- ask some more questions. I'm gonna throw the catch block

Wait, did we, we, did we not clap for you yet? Did you finish? I wasn't even close to finishing. I had, like, half of it left, and I looked at the time. I was like, "No, no, I just want to get to questions." Okay. We're gonna clap it up real quick. Please, real quick. Jordan, thank you very much. Thank you. I'm like, I'm like, "Oh my God, did I miss something?"

But we have questions, so. You, you had your hand up. Do you want to ask it? You had a question? Oh, I do. I, yeah. Yeah, yeah. Go right here. All right. So this is one I'm gonna ask you a lot- Catchbox. Catchbox ... about paid basket 'cause it's important. How do you validate that the product is sufficient when it's a new product?

Can you speak inside the mic? Oh, I'm sorry. Thank you. How do you validate that a product is sufficiently validated before a large MOQ order, by building up on, you know, any platform, if you wanna talk about TikTok or whatnot. But when it's a brand-new product and you don't know whether it's gonna sell or not, what are some of the strategies you've seen work or recommend to validate that that product is a, a winning product or a good product to sell before you know if it will sell?

Yeah. That, that's a, that's a good just, like, overall kind of marketing question. I would use the old-school Facebook Ads method where I would actually send them to a listing, get them to go all the way to initiate checkout, and then not have the product ready at that point. Pre-order. I, I would e- either do it as a pre-order or just, and just use Facebook Ads for that.

I wouldn't... This is not a TikTok Shop thing. You can't do that on TikTok Shop. But that's, that's the method that I would use and that I have used a lot in the past to validate things

All right. You want me to pick? Yeah. Okay. oh, awesome. Does your sa-- Okay, I gotta go with this question. Does your sampling model, work for high AOV products? no. No, it does not. you do not want to sample out that many products with high AOV products. So what do you do? we work with a lot of, well, a few, pretty high AOV products like this.

what we do is we, number one, find live sellers. So live sellers are a really, really good way, to do this. We send them products, right? And we look and see who has, who has worked on products, with high AOVs. If you are a high AOV seller, you as the brand need to be the best possible content creator for your brand, right?

So whether that's you need to hire somebody internally, whether you need to figure that out, on your own, right? If, if you're the founder and it's a founder-led brand, it's really, really important to do that. The other really cool thing is finding creators who want to come to a centralized event.

So at, Putty In and Social Commerce Club, we have done this multiple times where we rent a house and all the creators come together with high AOV products. Now can you, can you send them out? Absolutely. I mean, look at Portland Leather Goods. Like it's pretty high AOV, and we sent out thousands upon thousands of samples.

They are much more risky than the average brand, and they have the ability to do that. So should you do that? I don't wanna give you that advice necessarily. If you can handle the investment, absolutely, it will pay off, in some sort of way. But you need to make sure that you have a contract with those creators to create a certain amount of videos, if that is the case, if it's a really high AOV product, but it absolutely works.

- So once a video is doing well, how much money do you put behind it? So that is a, that's a very interesting question. The reason why, is because the GMV Max, the GMV Max. GMV Max is, is an AI, AI ad platform. And so you do not get to put money behind a specific video in the same way that you could, like a single video if you wanted to on Meta.

It works a lot more like Advantage Plus does, where you put all of the creatives in. And also GMV Max pulls from all of your TikTok shop creative into one campaign. So it doesn't really matter if you are doing well on that or not. GMV Max will tell you at that point. there's like a million questions on GMV Max.

So- It-- That probably answers how do you test a thousand ads. You don't. It does it for you. Yeah, exactly. Exactly. You are not testing ads. There's no ad testing when it comes to that. Organic is the testing that GMV Max uses their AI algorithm. Again, it is by far the most sophisticated AI that is out there right now is testing these videos on TikTok shop to decide whether or not they're going to be pulled into GMV Max or not.

Remember, they are your business partner, right? TikTok is your business partner. They want you to spend as much money as humanly possible, and you will only do that if you're getting success and having success on the platform do you pay creators up front or is it still commission-based? How do you get big creators with high GMV to promote the brand, with a good commission rate or a flat fee?

I do not like flat fees up front, but sometimes you will have to pay them. A much better way is psychological, right? Always when you first enter the platform, you will be down here and the creator will be here. The way that you're able to get into a win-win sort of relationship with them is by selling your product on the platform so that big creators will come to you.

That's why the Blitz methodology is so important because the Blitz takes all of the noise that you would have had and concentrates it within two days, which then gets the TikTok algorithm starting to work for you, right? Then big creators see that you're doing a lot of GMV, and then they wanna come and work with your brand.

That's a really important part. Again, just go to YouTube, search Jordan West Blitz. I talk about it, like, in detail there. That's great. No, keep going. Couple more questions? Yeah. Keep... You're good. Okay. You're good. Awesome. does TikTok Shop only work for brands that are fully omni-channel, or does it work if you're only TikTok Shop and Shopify?

Absolutely. I will go back just because I know McCoy and Curtis talk about this stuff online all the time. Let's go back to Portland Leather Goods. They are basically TikTok Shop and Shopify as well as, well, they're, they're also retail, but, hardly any Amazon. yes, it absolutely halos onto Shopify, and often what we see is with brands that are Shopify first, those brands tend to have the halo over to Shopify first, and we can actually track it a lot easier on Shopify with the TikTok pixel.

and so we can actually see the halo in a much better way, and we're able to, to marry those IDs together quite a bit easier. what was the software that you said gets two hundred orders in a day? Yes, it is called Sellico, and it is actually more of like an agency service if you think about it like that, where they actually get those orders.

some of those people will leave reviews, though they cannot tell them to leave reviews. That's against the terms of service. but that's how you get them, to do that fast. very, very good service. one that I would love to either buy or create, so Couple more, Nick? Yeah. You're gonna get those last, four, and then we'll go.

Okay. Since content creators are your salespeople, how would you make a product appeal to them? So you have to show them... I, I actually, I often joke that TikTok Shop really is the multi-level marketing of twenty twenty-six. You have to sell them the opportunity that they are going to make money with your brand, right?

At the end of the day, they need to be able to see a path forward that they're going to commit to your brand instead of the hundred other samples that they're getting. And so it's really about that. Like, you can try and throw money at them, but m- you only have to throw money at them if you are not good at actually convincing them.

Or the other thing too is if a, if somebody loves your product, they will absolutely love to work with your brand, right? So, so I like, I like to find people first that actually love the product. That's why big brands tend to do really well when they first enter the channel. what does your process look like, when creators who join your program and immediately ask or push for a monthly retainer?

We say no. Just say no to retainers. Like, it, it is... The point of TikTok Shop is finding the win-win with commission and with, with sales for you, right? Ask them, "Why do you need a retainer?" I, I just don't even-- We don't, we just don't even, think about it at the beginning. How do you provide inspo for creators to generate new hooks and ideas?

Reacher has tons of features that we use, when it comes to this. We look and see, again, the Pareto principle, the eighty/twenty of the eighty/twenty, of top videos, and look to see what the, the sort of marketing principles behind those are, and then we'll often share those videos within the group.

Last question, Nick. Thank you. what percentage of sales are you seeing from non-GMV Max organic creator videos? it's very, very difficult. It, it's actually almost impossible to tease out because GMV Max includes all organic creative, so you need to look at, at it more on a holistic sort of level and trying to get a return that you're okay with on organic and GMV Max.

So I, I... That's the answer for that one. So- Jordan. Jordan West, everybody. Thank you so much. Thanks.