Fanatical in working out and reading a book with chamomile tea and a scented candle.

My day usually starts with a run or a high-intensity workout, a cold shower and a 10-minute meditation session. After that, I dive into working at my agency D-DOUBLEU MEDIA.

We help 7-9 figure Ecommerce businesses scale through performance creatives and paid media.

Dennis W.

You're not a creative strategist.

You're someone who screenshots competitor ads and calls it "research."

Strategy is understanding why something works.

Copying what works is not strategy.

It's plagiarism with a marketing title.

If your entire creative process is "let's try what they're doing" — you're a copycat, not a strategist.

Build original angles or admit you're just remixing other people's homework.

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Slashing acquisition costs via performance creatives and paid media for 7-9 figure Ecommerce brands.

Unpopular opinion:

Most founders shouldn't be running their own ads.

Not because they can't learn.

Because the opportunity cost is insane.

Every hour you spend in Ads Manager is an hour you didn't spend on product, team, or strategy.

You're not saving money by doing it yourself.

You're spending your most valuable resource on your lowest-leverage activity.

Hire it out. Stay in your zone.

Dennis Willeboordse 👨🏼‍🦰

True story:

Brand came to us spending $2K/day. Stuck. Couldn't scale past it for 5 months.

Their diagnosis: "The market is saturated."

Our diagnosis: One winning ad carrying the entire account. No system to find more winners.

We didn't touch the budget.

We rebuilt their creative process from scratch. Research-driven angles. Structured testing. Iteration system.

90 days later: $8K/day. Same market. Same product.

The market wasn't saturated.

Their creative system was.

The 5 reasons people don't buy:

1. They don't know you exist
2. They don't understand what you sell
3. They don't believe it works
4. They don't believe it works for them
5. They don't believe it's worth the price

Your ads should solve ONE of these per awareness level.

Unaware? Solve #1.
Problem aware? Solve #2.
Solution aware? Solve #3.
Product aware? Solve #4.
Most aware? Solve #5.

One ad trying to solve all five converts no one.

Focused ads convert everyone they're meant for.

Every winning ad answers one of these:

1. Why should I care? (Hook)
2. Why should I believe you? (Proof)
3. Why should I buy now? (Offer)
4. Why should I buy from you? (Differentiation)

If your ad doesn't answer at least one clearly — it won't convert.

If it answers all four, it'll scale.

That's the whole game.

Hot take:

Most ecom brands shouldn't be running ads at all.

Weak product. No differentiation. Negative margins at scale.

Ads just expose the problem faster.

You're not one winning creative away from success.

You're one honest conversation away from realizing your business model doesn't work.

Paid ads are gasoline.

If your house is on fire, more gas won't help.

UGC is not a strategy.

It's a format.

Brands hiding behind "authentic content" because they're too lazy to do real research.

Most UGC is just pretty people holding products saying nothing.

That's not authenticity. That's aesthetic laziness with a trendy name.

The UGC that works? Built on customer research and real angles.

The rest is just technically acceptable garbage.

This will upset people.

Good.

I'm not here to validate bad business models.

Dropshipping can be a starting point. But if you're still running the same operation 2 years in with zero moat, you're not building, you're gambling.

The market rewards people who solve problems.

Not people who find products before others do.

Your creative team is brainstorming hooks.

Your competitors are studying the ad library.

The brands printing money are reading 3-star Amazon reviews.

Here's what nobody tells you about reviews:

5-star reviews are useless for ads. Written by fans who were already sold.

1-star reviews are useless for ads. Written by people who should never have bought.

3 and 4-star reviews? That's where your next winning angle lives.

These are written by skeptics who bought anyway. People who had real objections but something convinced them.

They'll tell you:
→ What almost stopped them from buying
→ What finally pushed them over the edge
→ What surprised them about the product
→ Who the product is actually for

That's not a review. That's a creative brief.

I wrote a full breakdown on how to extract angles from reviews and turn them into ads that convert.

Your competitors are studying the ad library. Your agency is "brainstorming" hooks. Meanwhile, the brands printing money are reading 3-star Amazon rev

The Gold Mine Everyone Ignores: Why 3-Star Reviews Are Worth More Than Your Entire Creative Team

A client asked me last week: "What's the one thing that matters most for scaling?"

I gave them a boring answer. But it's the truth.

Customer research.

Not the creative. Not the media buying. Not the offer.

The research that informs all of it.

Every winning ad I've ever seen started with an insight about the customer. Something specific. Something emotional. Something most competitors miss.

The brands that scale aren't more creative.

They're more curious.

They talk to customers. Read reviews obsessively. Mine Reddit threads. Study cancellation surveys.

Then they turn that into ads that feel like mind-reading.

That's not talent. It's process.

And almost nobody does it.

The "UGC creator" industry is a scam and nobody wants to say it.

Most UGC is just attractive people reading scripts they don't understand to audiences they've never researched.

That's not authenticity. That's acting with extra steps.

The UGC that works is built on customer research, real angles, and strategic briefs.

The rest is just technically acceptable content that makes brands feel like they're doing something.

Harsh? Maybe.

True? Absolutely.

Unpopular opinion:

Most media buyers are just expensive button pushers.

They optimize what's already there.
They don't create what should be there.

A great creative strategist will outperform a great media buyer 10 to 1.

But media buyers are easier to hire.

So brands keep buying the wrong solution to the wrong problem.

You're not an entrepreneur.

You're a Shopify store owner with a supplier in China and a prayer.

Entrepreneurship is solving real problems.

Dropshipping the same product as 400 other stores with slightly different branding is not a business.

It's a coin flip with extra steps.

If your entire competitive advantage is "better ads" you don't have a business.

You have a temporary arbitrage that's about to collapse.

Build something defensible or get out.

"We're testing."

No. You're guessing with a budget.

Testing has hypotheses.
Testing has structure.
Testing has learning built in.

What you're doing is throwing creatives at the wall and praying.

That's not testing.

That's gambling with a content calendar.

You're not a media buyer.

You're a dashboard watcher who occasionally changes a number.

Adjusting budgets and blaming CPMs is not a skill.

It's babysitting with extra tabs open.

You're not "building a brand."

You're running a Shopify store with a Canva logo and an inconsistent Instagram grid.

A brand has:
- A point of view
- A reason to exist beyond profit
- Customers who would miss it if it disappeared

If your customers would switch for 10% off elsewhere, you don't have a brand.

You have a transaction with aesthetic packaging.

"Our product is for everyone."

Then it's for no one.

You're not being ambitious. You're being lazy.

Picking a niche is scary because it means saying no.

But saying yes to everyone means your message is so diluted it resonates with nobody.

The riches are in the niches isn't a cliché.

It's math.

Narrow the target. Sharpen the message. Watch conversions climb.

"Everyone" is not a customer segment.

It's a cope.

Eugene Schwartz wrote about awareness levels in 1966.

Brands still don't get it.

They run one message to everyone. Then blame the algorithm.

Here's reality:

Someone ready to buy needs an offer.
Someone comparing needs proof.
Someone exploring needs positioning.
Someone hurting needs hope.
Someone asleep needs a wake-up call.

Five different people. Five different messages.

You're running one ad and wondering why it doesn't scale.

It's not the platform.
It's not the product.
It's not the market.

It's you. Talking to everyone. Resonating with no one.

Fix this and watch your "saturated market" open up.

The dirty secret about "scaling agencies":

Most of them scale your spend, not your profit.

Higher budgets = higher retainers.

Your ROAS drops but their invoice doesn't.

Then they show you "total revenue" screenshots while your net margin bleeds.

Revenue is vanity.
Profit is sanity.
Your agency reports are designed to hide the difference.

Ask for profit metrics. Watch them squirm.

Why your retargeting doesn't convert:

You're showing the same ad to people who already said no.

That's not retargeting. That's nagging.

Smart retargeting:

- Different angle than the first ad
- Addresses why they didn't buy
- New proof, new objection handling
- Feels like a conversation, not a repeat

If someone didn't buy after seeing your ad 3 times, showing it a 4th time won't help.

Change the message. Answer what's holding them back.

Ashley Wright

Want to scale your brand to $100k+/mo with TikTok Shop?👋

Are you struggling to see the results you want on TikTok Shop?

Over the past two years, I've generated over $80,000,000 on TikTok for some of your favorite brands.

A few of our current and past clients include:
- Loop Earplugs
- Divi
- Petlab
- Mylee
- SNOW
- Stars + Honey
- Surreal
- Style Edit
- Thread Beauty
- Little words project

This success isn't just luck it's about understanding the platform, pushing boundaries, and being unafraid to test what works.

Brands used to doubt TikTok's ROI potential, but that's never been the case. With TikTok Shop, the ROI is clearer than ever.

If you're ready to create a whole new revenue channel with TikTok, here's how I can help:

1. Follow me on LinkedIn for daily TikTok Shop insights (scroll up and hit the bell to get notified).

2. Watch my FREE TikTok Shop Playbook (DM me "Playbook").

3. Want my agency to manage your TikTok Shop? (DM me "Support" and I'll share the details).

Glad you dropped by. 
To your success!

Mentor

1:1 video mentoring sessions with the world’s most in-demand startup mentors.

One page TikTok Shop strategy for 2026.

We've used these exact steps to help brands scale from $0 to millions in GMV on TikTok Shop:

Helping 8+ Figure Brands Win on TikTok Shop | CEO of Social Tale | Speaker | Social Commerce Growth Expert | DM for growth, audits, or collabs

I'm 35.

I run one of the best TikTok Shop agencies out there.

We've generated $80,000,000 in sales for our clients.

Ask me anything about TikTok Shop strategy and eCommerce for the next 24 hours:

I'm excited to announce that I'll be taking the stage at Affiliate World Conferences in Dubai, UAE.

Dates: March 4-5, 2026

My session:

 - How to build a TikTok Shop channel that can realistically reach $1M per month
- ⁠The exact growth phases from first sale to scale, and what changes at each stage
- ⁠How to structure unit economics so growth compounds instead of burning cash
- ⁠How to build a creator engine that produces predictable content and GMV

Why Affiliate World Global is a MUST-ATTEND:

- The #1 Performance Marketing Conference
- 7,000+ attendees from 110+ countries
- 35+ expert speakers (I'll be one of them)
- 300+ exhibitors with the latest tools and tech
- Endless networking, learning, and connecting with top marketers in the game

If you're serious about scaling on TikTok Shop and want to stay ahead of where the platform's headed…

You should be in the room.

If you're going, let me know so we can connect.

See you in Dubai! 🇦🇪

TikTok Shop isn't rocket science.

Most brands just skip the fundamentals.

If you're not selling → test more creators.
If creators are converting → scale what works.
If you're scaling → maintain velocity.

The brands winning on TikTok Shop are just executing the basics consistently.

One page TikTok Shop content strategy for 2026.

The exact content framework we use to generate $80M+ in sales:

I speak to 15–20 brands every week about TikTok Shop.

And almost every call sounds the same:

“How much do we actually need to invest?”
“When does this become profitable?”
“Can we show this to finance or the board?”
“What happens if we need to break even by month 6?”

Most brands are flying blind.

They either:

- Send samples with no model
- Spend on ads with no end point
- Or kill the channel too early because it “didn’t work”

So I built the tool I wish every brand had before they launched.

A TikTok Shop Forecast that shows, in black and white:

- Your true cost to run the channel
- When you hit break-even
- How long does profitability realistically takes
- What “conservative vs aggressive” actually means
- What TikTok Shop looks like as a business unit, not a gamble

You plug in:

-COGS
- AOV
- Samples (Recommended)
- Commission for creators

And it outputs:

- 3 and 6-month forecasts
- Weekly and monthly P&L
- GMV growth curves
- Contribution
- Break-even timelines
- Total cash required
- Even halo impact on DTC and Amazon

It’s the same logic we use on every audit and strategy call.

The difference is now you can:

- Run this before you launch
- Share it with your CFO
- Pressure test assumptions
- Decide if TikTok Shop actually makes sense for your business

Some brands need profitability early.
Some are happy to break even.
Some will invest knowing the halo effect is worth it.

This lets you make that call with data, not vibes.

I’m giving it away for free.

If you want access, comment "Forecast" and I’ll send it over.

Facebook Certified Media Planning Professional

TikTok Shop for 7-9 Figure Brands | DM to learn more.

TikTok Shop Partner scaling 7-9 figure brands on TikTok Shop

Over the past two years, I've generated over $80,000,000 on TikTok for some of your favorite brands.

A few of our current and past clients include:
- Divi
- SNOW
- Stars + Honey
- Surreal
- Style Edit
- Thread Beauty
- PLIX

This success isn't just luck—it's about understanding the platform, pushing boundaries, and being unafraid to test what works.

Brands used to doubt TikTok's ROI potential, but that's never been the case. With TikTok Shop, the ROI is clearer than ever.

If you're ready to create a whole new revenue channel with TikTok, here's how I can help:

1. Follow me on LinkedIn for daily TikTok Shop insights (scroll up and hit the bell to get notified).

2. Download my FREE TikTok Shop Workbook (DM me "Workbook").

3. Want my agency to manage your TikTok Shop? (DM me "Support" and I'll share the details).

Glad you dropped by. 
To your success!

TikTok Strategy Session

Our new client launched 30 days ago on TikTok Shop.

224 samples shipped.
309 videos created.
$93.42 GMV per video.

That's 1.3 pieces of content per sample.

Most brands are lucky to hit 0.3.

The brands winning right now understand TikTok Shop isn't one-size-fits-all.

One page TikTok Shop $1M month playbook for 2026.

We've used these exact steps to help brands scale from $0 to 7 figures per month in GMV on TikTok Shop:

I speak to 20 brands per week about TikTok Shop.

Maybe 2 are actually ready.

Most brands think TikTok Shop is their lifeline, but the truth is, it’s not.

TikTok Shop in 2026 is a performance channel. 

Not an experiment or a shortcut.

If you're launching because your competitor is, you're already set up to fail.

If TikTok Shop needs to work for you in order for you to survive, it won't work.

I recorded a short video on the exact decision framework we use before launching any brand.

Comment “framework” and I’ll send it over.

I said it before. I'll say it again.

1 creator posting 10 times > 10 creators posting once.

- Builds momentum
- Gives the algorithm data
- Drives actual GMV

Not to mention all the secondary impacts

- Creator gets comfortable with your product
- They refine their messaging with each post
- You only manage one relationship instead of ten

And the cheeky fact that most brands burn through samples, hoping something sticks instead of betting on proven performers.

People ask me what a typical day looks like managing 8-figure TikTok Shop brands.

There is no typical day.

You wake up expecting one thing.

TikTok throws something else at you.

Most people think this job is about posting content, but it's mainly about making sure creators, ads, shop ops, and the client are all rowing in the same direction.

I spend my days making decisions that affect GMV, like:

- Should we pause this creator?
- Do we double down on this product?
- Is this trend worth testing?

Every decision compounds.

And on TikTok Shop, good or bad decisions compound faster than on any other platform.

“Can I actually be profitable with TikTok Shop?”

I get this asked all the time by brands.

Most brands think TikTok Shop is plug-and-play.

Just find creators, send samples, watch the sales roll in.

That's not how this works.

I walked a brand through this  P&L scenario last week.

$36 AOV.
26% commission.
20% discount on top.
Unoptimized fulfillment.

Profit per order was $2.80.

At 500 orders, it’s OK

So I showed them what happens at 5,000 orders.

The math breaks.

If your economics work at a small scale, it might not work at a real scale.

The brands doing 8 figures built their P&L first.

They launch agressive commission at 20-30% for 60-90 days to find winners.

Then tiered down to 12-20% based on performance.

They optimized fulfillment before adding volume.

They tracked sample CAC like any paid channel.

They avoided discounts unless margins allowed it.

Because when you stack 30% commission + 20% discount, you're giving away half the pie.

That's not sustainable.

I just recorded a video on the full profitability framework we use before launching any brand.

Comment "profit" and I'll send it over.

Most brands on TikTok Shop are fighting for scraps on the FYP.

Meanwhile, TikTok Search is sitting there with 3x higher conversion rates.

And almost nobody is using it.

Most brands ignore it because they're too busy chasing viral moments while their competitors steal customers searching for their exact product.

Here's the framework we use to dominate search traffic for our clients:

---

Step 1: Find what people are actually searching for

- Open TikTok search.
- Type your product category (e.g., "collagen powder").
- Screenshot the top 5-7 auto-complete suggestions.
- These are real search queries with real intent.

---

Step 2: Create videos that match the search term

Most brands make one generic product video.

That approach limits their growth.

Instead, you need separate videos for each search variation.

Someone searching "collagen for skin" has a different intent than someone searching "best collagen powder."

Make content for both.

---

Step 3: Match everything to the search term

- Your hook must include the exact search phrase.
- Your text overlay must include the exact search phrase.
- Your file name should match the search phrase.
- TikTok's algorithm reads all of this.
- Treat it like SEO because that's exactly what it is.

---

We've seen brands go from random viral spikes to predictable daily sales just by owning 5-10 search terms in their category.

If you're still ignoring TikTok Search, you're leaving money on the table.

---

♻️ Repost, bookmark, and share with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

Most brands think TikTok Shop is a marketing channel.

It's not. It's a commerce ecosystem.

And the algorithm doesn't reward the biggest brands.

It rewards the best sellers.

I've watched brands with 50+ years in retail come to TikTok Shop expecting their name to mean something.

Well, unfortunately, it doesn't.

Your logo doesn't carry weight here.
Your brand heritage doesn't translate.
Your retailer relationships don't matter.

Product velocity means everything.

This is the shift most brands can't wrap their heads around.

They come in expecting their brand equity to carry them.

Then they watch a no-name product with strong creator content outsell them 10:1.

Because TikTok Shop doesn't care about your brand.

It cares about:

- How fast you're converting
- How much commission you're offering
- How well your product performs in content

The platform is built to move products.

Not build brand awareness.

Drink Nello did $28M on TikTok Shop since launching.

$13.55M of that came from affiliates alone.

Here's the exact playbook they've used:

---

1) The Problem-Solution Framework

Nello sells a "Super Calm" drink mix in the crowded wellness supplement space.

They stopped selling features and started solving a real problem. Every video follows the same pattern:

Problem: "I can't sleep because my mind won't shut off"

Solution: "I started using this and actually slept through the night"

---

2) The UGC Shift

Their polished studio ads completely flopped.

So they switched to raw iPhone footage:

- Real customers mixing powder in their kitchen.
- Talking about their actual stress levels.
- Showing genuine before and after results.

One creator posted about better sleep, and it went viral.

Instead of moving on, Nello amplified that exact video with GMV Max ads, extended its reach and turned one viral hit into sustained revenue.

In the 1st half of 2025, they ran only 5 ads, but generated over 787,000 orders.

---

3) The Affiliate Play

Nello generated $4.38M in TikTok Shop sales in March 2025 alone.

This is what they have done:

- Multiple product listings with tiered pricing (following proven TikTok Shop tactics).
- Higher-than-average pricing ($35+ per unit vs category norms).
- Heavy reliance on TikTok Shop affiliates with competitive commission rates.
- Focus on creator-led sales through product tags and authentic recommendations.

---

4) Live Commerce Execution

BOGO offers during TikTok Shop livestreams created instant urgency:

- "Buy 1, Get 1 Free" drove volume during live sessions.
- Acquired customers at break-even on first purchase.
- Real profit came from reorders (consumable product = high LTV).

---

Stop making ads that look like ads.

Show real people getting real results.

Offer affiliates a commission that actually motivates them to promote you.

Use live commerce to acquire customers at break-even, then win on lifetime value.

Nello proved you don't need the biggest budget.

You need the right system.

---

♻️ Repost with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

“Is the TikTok Shop halo effect actually real?”

For the longest time, “halo” has been a buzzword.

Everyone talks about it.
Very few can prove it.

More sales on Shopify.
Lift on Amazon.
Brand search going up.
But no clean way to see it.

That just changed.

TikTok Shop rolled out Off-Site Performance Analysis.

It now shows you:

GMV generated on Shopify
From users who viewed or clicked TikTok Shop content
Outside the app
Tied directly back to TikTok activity

In one account I looked at:

$12k TikTok Shop GMV
$1.4k off-site GMV
In the same 7-day window

That is an extra 11% revenue that never shows up in your TikTok P&L.

Over a month?
That is real money.

Over a quarter?
That is the difference between “this channel loses money” and “this channel compounds the business.”

This matters because:

Most brands judge TikTok Shop in isolation.

They see:

High commission
Discounts
Fulfilment drag
Tight per-order margin

And conclude:
“This doesn’t work for us.”

But TikTok Shop is not Meta.
It is not Google.
It is not a single-touch channel.

It is earned media at scale.

If you only measure in-app GMV, you are undercounting the return.

Now you can finally see:

What TikTok content does off-platform
How awareness turns into DTC revenue
Why the best operators treat TikTok Shop as a growth engine, not a margin line

This is the first real step toward making “halo” measurable.

And once finance can see it,
The whole conversation changes.

Comment HALO and I’ll send you the breakdown.

Most brands treat TikTok Shop like a guessing game.

Send samples. Hope something goes viral. Repeat.

But there's a system to this.

And once you understand it, everything changes.

Here's the loop that's generated $80M+ for our clients:

---

1) SEND SAMPLES

Only to creators who actually engage their audience.

Top creators juggle 10, 20, 30 brands.

They're booked weeks out. If you're reaching out a couple weeks before a big sale, you're too late.

We start prepping creator pipelines 60-90 days ahead.

Send 200-500 samples.

Build relationships early and stop obsessing over whether creators match your brand aesthetic. Focus on those who actually move their audience to action.

2) CREATORS POST

One post from a creator rarely breaks through.

Instead, give them multiple attempts, and they're dialing in the message. Getting more comfortable. Figuring out what resonates.

The most successful affiliates post about the same product 5-10 times because they know it only takes one video to go viral.

This is exactly why paying one creator for 10 posts outperforms sending 10 samples to random people, hoping something sticks.

3) TRACK GMV

I've watched brands get 1M+ views and make nothing. And others pull serious revenue from 50K-view videos.

A video with 30K views that drives $15K in sales destroys a 3M-view video that only generates $2K.

Stop thinking like you're running a social media page.

Start thinking like you're running performance marketing that happens to use social content.

4) ALGORITHM REWARDS SALES

This is where it gets interesting.

More conversions = more reach = more sales.

The more you sell, the more the platform pushes your content to new audiences.

When you win on TikTok Shop, you'll see lifts across Amazon, retail, and your DTC site too. Plus, all that creator content you have, use it in your ads.

5) SCALE WINNERS

When you've found a format that's working, brief more creators to run with it.

Top affiliates aren't reinventing anything. They see what's going viral in their category and put their own spin on it.

Tools like FastMoss show you what's converting right now. Take that format, apply it to your product, and brief your creators to run with it.

---

The loop repeats, and it compounds.

This isn't about going viral.

It's about building momentum that the platform rewards.

♻️ Repost, bookmark, and share with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

"I don't know how to create content that sells on TikTok Shop."

Here’s how to generate unlimited ideas:

---

1. Study what's converting (not what's viral)
   
- Pull your GMV per view data.
- Analyze which creator angles drove sales.
- Check FastMoss for trending products in your category.

The data tells you what works.

2. Pick your hook type

- "How I [result] using [product]"
- "What [expert] uses for [problem]"
- "This [product] changed how I [outcome]"
- "I tested [X products], here's the winner"

Hook in the first 3 seconds, or you've already lost.

3. Show the transformation
   
- Demonstrate it working in real time.
- Before/after when possible.

Focus on the outcome, not features.

4. Handle objections before they come up
   
- Price: "Cheaper than [alternative]"
- Quality: "I've used this for [X time]"
- Effectiveness: "Here's proof it works"

5. Test multiple creators on the same product
   
- Don't rely on one creator to hit.
- Test 5-10 creators per product.
- Different angles from different creators.

6. Optimize your shop before pushing content
   
- 15-30% commission to motivate affiliates.
- Product title optimized for search.
- Reviews are loaded before you push.

7. Clear CTA to TikTok Shop
   
- "Link in my bio to grab it on TikTok Shop"

Make it obvious where to buy.

8. Test fast, scale what works
   
- Give each angle 48-72 hours.
- Double down on what converts.
- Stop what doesn't.

9. Brief creators with data
   
- "This angle drove $15K last week"
- "Focus on [benefit], that's what converts"

Show them what's working, not what you want.

10. Track GMV per view, not total views
   
A 50K-view video that does $15K beats a 3M-view video that does $2K.

Focus on what makes sales, not what goes viral.

---

Most people are still creating content for likes.

The brands making money are creating content for conversions.

Check out the infographic below for the full breakdown.

Muhammad Sahib

The skill that changed everything for me had nothing to do with TikTok or business.

It was letting go.

I had to stop being the operator for every client.

And start being the operator for the business.

For the first year, I was in every account, call, and brief.

I thought that's what made us good.

Turns out, I was the bottleneck.

Every decision waited on me.
Every client needed my approval.
Every win required my direct involvement.

The minute I forced myself out of daily delivery, Social Tale scaled.

The thing is, people see my content and buy into me as the brand.

And then they expect me to run their account personally.

I get it.

But it's impossible to give 100% across 20+ brands while running the agency.

If I'm still the single point of value three years in, I haven't built a business.

I've built a job.

The hardest part of scaling was learning to trust people to deliver at my level.

As a business owner, have you experienced something similar?

100% of brands track TikTok Shop metrics.

90% track the wrong ones.

Everything we track to get our clients to 7-figure months on TikTok Shop:

(this is everything I have visibility into - meaning it's worth my time to track. You'll notice many seemingly "common" ones are left off this list)

I actually don't believe brands should concern themselves with metrics that most TikTok Shop sellers traditionally obsess over.

For example, I don't care about video views or engagement rates until they become paying customers.

If you set up the business "right", the person responsible for X amount of new GMV/month will undoubtedly sweat those metrics.

They're incentivized to improve those metrics as best they can. I can't add much there. You want someone sweating it - but you don't want it to be you.

In terms of what I DO care about:

1/ Total GMV ($ value)
2/ New customer GMV vs returning customer GMV
3/ Average order value ($ value)
4/ Units per transaction
5/ Conversion rate (%)
6/ Top 10 performing creators by GMV
7/ Top 10 performing products by GMV
8/ Creator activation rate
9/ Content-to-conversion ratio
10/ GMV per video posted
11/ CPA through paid creator partnerships
12/ Organic vs paid creator GMV split
13/ Sample ROI (cost of samples vs GMV generated)
14/ Video posting velocity (videos posted per week)
15/ Time to first sale from content posted
16/ Creator retention rate
17/ Commission payout vs GMV (%)
18/ Product return rate (%)
19/ Shop visit to purchase rate (%)
20/ Average days from sample sent to first creator post
21/ GMV vs goal (monthly, $ value)
22/ GMV forecast based on current creator pipeline

Am I missing anything?

taplio

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Ashley Wright

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taplio

The Battle

Dennis W.

Ashley Wright

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Dennis W.'s LinkedIn Performance

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