The Tok Newsletter

Win the game of TikTok Shop and Live Shopping with weekly insights from a seller

E-commerce operators and brand managers start their TikTok Shop and Live Shopping journey with The Tok newsletter, where they get weekly insights and tested tactics directly from a TikTok Shop seller!

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🦩 $20B for TikTok? Plus, why your affiliate strategy isn’t working

Have you checked your app stores? Still no TikTok yet? TikTok’s fate in the U.S. is still up in the air. But brands and sellers aren’t waiting around—social commerce is evolving VERY fast, with AI-driven ad tools and more platforms stepping up. The marketing tactics to grow your TikTok Shop are also getting challenged. The affiliate marketing tactics of 2024 don't work anymore, at least for emerging brands. So, I share with you in this edition our latest insights on affiliate marketing and...

4 months ago • 7 min read

🦩 TikTok Shop’s $30B GMV in 2024 + 10 layers of the TikTok ban

Ok, the deadline for the TikTok ban is just 2 days away—January 19th. This week on LinkedIn, I shared my perspective on the situation. But here, I wanted to give you a 360° overview that delves into the complexities of this moment—from economic dependencies and cultural influence to national security and global politics. The upcoming ruling could reshape not just TikTok’s future, but the entire role of social media in commerce, culture, and geopolitics. I’ve identified 10 key angles to...

5 months ago • 5 min read

🦩 Is live shopping really inevitable—or just overhyped? + all the news

2024: The year social commerce awakened. 2025: The year live shopping takes off? TikTok Shop has been very clear about its ambitions for 2025: this will be the year live shopping thrives. And with all the numbers pointing in that direction, it feels inevitable. That’s why I’ve made the executive decision—with myself 😅—to dedicate more of this newsletter to the broader scope of social commerce and live shopping, beyond TikTok Shop. But I’m curious—what are your ambitions for 2025? Hit reply...

5 months ago • 4 min read

🎁 11.11 or BFCM days — Which one will win?

Reader, did you know these acronyms? I didn’t :( 11.11 is “Singles’ Day.” — the biggest 24-hour online shopping event in the world. It started in China and is all over Asia. And guess what? This year, TikTok Shop took a massive share of 11.11 sales. In the US, TikTok Shop has launched its Black Friday Cyber Monday (BFCM) campaigns, and I believe it’s also about to change your holiday shopping. TikTok Shop format is perfect for gift shopping—you casually browse for ideas and can instantly buy...

7 months ago • 3 min read