Dylan Whitman

Let’s go!

CEO and Co-Founder

Inveterate.com - Creating a new category of loyalty program software for merchants to empower their most committed customers with an elevated level of customer experience. Backed by Vertical Venture Partners, Alpaca VC, Silicon Ventures, Centre Street Partners, SuperAngel, Pari Passu Venture Partners and a phenomenal group of eCommerce merchants and SaaS operators.

Dylan W.

Jordan West

E-Com Investor & Podcast Host | Multiple Exits| Avid Golfer, Biker + Hiker | Dad Of 3 | CEO + CMO | Mastermind Host

My Journey 
When I was 23 I decided to buy a Taco Del Mar restaurant... I knew I had made a huge mistake at 2pm the first day when only 3 customers had walked in... (and two of them were my parents haha) 
For 5 years I worked hard to grow sales every way I could think of and in the end, tripled our revenue which still didn't seem to matter on the profit side. (I lost a lot of money 💰)

The one thing that I seemed to be the best at in the restaurant endeavor was marketing and getting people in the door. 

Fast forward to 2014 when my wonderful wife Carmen (definitely my better half) started a modest baby clothing line and was selling at craft markets. 

I asked if I could test running a few ads on Facebook... and the rest is history. I learned every up-and-coming strategy and tactic and helped grow the small start-up to a multi-million dollar company and still growing!

Since then we have acquired multiple DTC brands and have built an agency (upGrowth Commerce) to service our brands as well as others who are in a similar situation to us!

In 2019 we started the podcast "secrets to scaling your e-commerce brand" which is now in the top 50 business/marketing podcasts in multiple countries including Canada and the United States.

I love connecting with people, so please connect. (I do have a no a**holes policy though, so don't connect if that's you.) 

I talk all about scaling businesses using paid ads on “Secrets To Scaling Your E-Commerce Brand”.

Chief Executive Officer

We just helped a brand pass $3,000,000/month on TikTok Shop LAST MONTH and it wasn’t luck!!

We’re now ranked as one of the Top 5 TikTok agencies in North America at Social Commerce Club!!

What I've seen is... 

Most brands have no clue what the investment into TikTok Shop ACTUALLY LOOKS LIKE!

They guess when to spend, when to restock, or when they’ll hit break-even.

We don’t guess.

We plan every move using a forecasting system we built in-house. 

It shows exactly:

 📈 When to scale and how fast
 💸 When you’ll hit break-even
 📊 How much to invest in creators, inventory, and ad spend
 ⚙️ When to pull back or double down

That system is the same one we use daily to manage multi-million-dollar TikTok Shop brands.

And now, we’ve decided to make it available to other operators.

If you want the same forecasting tool we use to plan, invest, and measure scale... comment “Forecast” and I’ll DM it to you. 

(must be connected)

Let me know what you think!

I want to be clear 🫠 
These daily random TikTok Shop GMV MAX screenshots that I share are from ADS driven results ONLY 🤩 

This doesn't include organic affiliate driven content 

I feel like the guy in 2015 trying to tell his friends that Facebook ads work (I was that guy lol) while the majoirty of people were waiting...

I realize that if you haven't gone HARD on TikTok shop you won't be able to to before BFCM 

But... 2026 will be the BIGGEST SHIFT into social commerce that we have seen. 

As AI content becomes more prevalent, HUMANS will crave human connection 

Which is why I believe that LIVE SHOPPING + Afilliate driven content will be the two biggest levers any brand can add to their arsensal. 

So what is my recomendation for bransnds in 2026? 

1. Talk to my team NOW to get in line at Social Commerce Club
2. If you can't afford us... I'll send you recommendations for cheaper agencies
3. If you're just trying to dip your toes in the water of TikTok shop join my skool group here https://lnkd.in/gMAu-gDZ

Wow! Thanks for the love here LinkedIn! 
28k followers listening to my business ramblings. 

TBH the connections I’ve started on this platform have led to…

1. Multiple aquisitions 
2. Hiring basically every A player over the years 
3. Distribution for every venture I’ve gone into over the past years! 

My advice? Build your personal brand. Give value. And see what happens ❤️🙌🏻

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This time last year I was in NYC pitching one of the biggest beauty brand houses in the world.

I could have done the meeting via zoom… but I wanted to pitch IRL (plus 2 nights in NYC is fun!) 

In the end…

We didn’t get any of the accounts 😆🤷‍♂️

We got the repitch again earlier this year… and still didn’t get it 🫤🤦‍♂️

We didn’t have enough big beauty case studies at the time.

I get it. 

But in the meantime we’ve signed and worked with some other MASSIVE brands at Social Commerce Club and scaled some HUGE! 

It’s a prrivledge that they trust us and we deliver TBH

Today Just signed another 10 figure brand 😱

Amazing to have the trust of big brands on a new channel 

Maybe just maybe the third time we pitch the allusive NYC beauty house we’ll get it! 

In the meantime we’re having way too much fun to look back! ❤️

Me: “If you had one controversial take on what brands get wrong on TikTok Shop… what is it?”
Zohaib Rattu 🤳: “Over-subsidizing their products.”

Me: “Not could be cannibalizing your other channels… you ARE.”

That moment hit hard!!!

Because here’s what a lot of brands are doing right now:

They take their main hero SKU
Sell it full price everywhere else

Then make it stupid cheap on TikTok Shop “just to get sales” + get momentum

And then they’re shocked when

Amazon flatlines

TOTAL MER blows up

Retail partners start asking questions
TikTok didn’t break your unit economics.

You did!!

The way I think about TikTok Shop:

It’s the only channel that will pay you (even breakeven) to give you insane impressions.
If you even make $1 profit there

And you’re getting a $30 CPM worth of awareness for free
You’re winning.

The problem...

Most brands aren’t tracking the halo.
So they see “low-margin TikTok orders”

Instead of “cheap reach that lifts Amazon / Shopify / retail”.

If I were rebuilding your TikTok Shop strategy from scratch, I’d do 3 things:

1️⃣ Protect the hero
 
No more “fire sale” pricing on the SKU that drives your brand.
 Use:

 – Smaller bundles
 – Trial sizes
 – TikTok-only variants
 
And keep price architecture consistent across channels.

2️⃣ Define your blended model
 
Decide up front:
 – What MER are you happy with including TikTok
 – How you’ll measure halo (Amazon, Shopify, retail lift)
 – What CPM you’re effectively getting from organic + creator content

If TikTok is breakeven but blended MER is up and CPMs are down… keep going.

3️⃣ Make TikTok the awareness engine, not the profit center (at first) 
 
Creators get you reach.
 
Reach fills retargeting pools on Meta, Google, Amazon, retail.
 
Your job is to:

 – Seed a ton of creators
 – Let TikTok Shop break even
 – Harvest the profit off-platform

TikTok Shop doesn’t have to be “super profitable”. (at first)

It has to be super scalable.

Curious where you’re at...
 Are you still discounting your main hero SKU heavily on TikTok Shop? 

Or have you already pulled that back?

You’re talented?
Great! Let me tell you what matters more… 
And why talent is the thing that I look for last 👇👇 

Are you complainer? 
Are you a victim?
Do you not have a growth mindset?
Can you not take criticism?
Do you have a fragile Ego? 
Is it everything everybody else’s fault?


 if you answered, yes to any of the above, I don’t want you in any of my organizations.

If you are thinking to yourself, oh man, I have these people in my organization… do everything in your power to first coach and correct, but most likely you need to remove them. 

It’s incredible What will happen when you do! 

Anyone else with me?

There are so many brands that are wanting to launch on Tiktok shop in 2026. And you may be one of them... 

the problem is... there's not enough GOOD data backed info in the space. 

This is my goal in life right now! 

Read today's newsletter for more info!

View newsletter: Jordan West Ecom Newsletter

Hey all! Quick one today… First … Join me tomorrow if you are going to be scaling or launching TikTok shop for your brand in 2026 in our hour hour tog

Open article: Scaling + Launching TikTok Shop in 2026 by Jordan West • 1 min read

Read the post below and I hope this sinks in for anyone who is in e-commerce...
EVERYTHING IS CHANGING 🫠 👇 

This same brand had 22K affiliate videos that they were tagged in on TikTok Shop alone... 

So how do you it? 

reators need conditions that make posting profitable, easy, and fun.
Here’s the simple checklist that makes creators post over and over again 👇

1. A Creator-Friendly Offer

If the economics suck, creators won’t post.
Free shipping (non-negotiable)
Strong commission ($4.50–$5+ per order is the mental target)
No “ad commission penalty”
Price that converts (or TikTok-only bundles to justify value)

2. A Product That’s Easy to Sell on Video

Creators ask themselves:
“Can I think of 10 hooks for this in 10 seconds?”
They need:
A clear problem/benefit to talk about
Something DIFFERENT vs. 10 lookalike offers
A “why now” (flash sale, seasonality, trend)
Good packaging that looks great on camera
Content they can repurpose to Amazon/Instagram/YouTube

3. Extremely Simple Info (No Homework)

High-volume creators DO NOT want long briefs.
Give them:

A 1-page product card
4–7 key selling points
2–3 angle ideas
Compliance notes (if needed)

NOT:

10-page decks
Shot lists
Forced scripts

4. A Relationship That Feels Long-Term

Creators post more when they feel like partners, not gig workers.
This means:
Transparent commission (no surprises)
Insight into upcoming drops & promos
Human communication
Fast responses
Reliable customer experience (so they don’t get angry DMs)

5. Operational Ease

Creators go hard when it’s frictionless to work with you.
They need:
Fast sample shipping
Inventory that won’t sell out for weeks
Freedom to create in their style
New angles, ideas, and seasonal hooks
Optional contests (GMV, most posts, best angle)

6. Outreach That Actually Gets Opened

Bad outreach:
 We love your content 🤩 want to collab?”

Good outreach:
Start with the problem their audience has
Then the benefit
Then the commission + free shipping
Then why your product is unique
Then how easy you make it for them to test

7. The Simplest ‘Will Creators Hammer This Product?’ Checklist

If you can check most of these, creators will post like crazy:
Free shipping
Strong & stable commission
Clear problem solved
Unique angle
Great product card
Simple outreach
Good packaging
Solid inventory
No shady term changes
Steady stream of new angles/promos

Thoughts? Share this with a brand friend who needs to know!

Such a great question. 
Here’s my answer (with millions of dollars of data)

No… from the insane amount of data that we have at Social Commerce Club what is proving to be insanely incremental.

If anything, it’s actually the opposite. 

It tends to be a massive driver of revenue across Amazon and Shopify .

This is a super common misconception, especially with big brands Tiktok Shop into their marketplace division .

The channel is currently demand generation, whereas so many of these channels are demanding capture channels 

This is what I’ve been trying to scream from the roof for two years  now. 😆🙌🏻

This is not a search fine by marketplace that is starting to happen more and more.

Thoughts?

Why am I obsessed with TikTok Shop for brands in 2026? 

Look below. 

This is the halo. 

A brand that had zero searches on platform now is on track for 2 millionish a month. 

This is DEMAND GEN. 

This is the way. 

Send this post to a brand that needs to scale on TikTok Shop!

Every enterprise DTC brand that comes to us at Social Commerce Club
 asks for one thing... 👇 

A break-even forecast!! 🫠 

"what is this channel going to cost to get started?" 

Well the answer is... it depends on...

1. AOV 
2. Ad spend
3. Affiliate budget 
4. Product gross margin 
5. GMV max spend
6. Product seeding budget 
7. Etc etc 

It's complicated... so I made a FREE forecaster that you can use for YOUR brand. 

Enjoy 

Ps I was goigto make you comment for it... but i don't have time to send out messages today lol 

So at least share this post with someone who needs help on TikTok shop k?? 

https://lnkd.in/g8higKy4

2026 Prediction (that most of you don't want to hear)

The social media platforms that WILL thrive will BAN AI CONTENT. 

No one wants it. (deep down) 

Users are spending less time on platform. (and it's GARBAGE)

I talked to someone high at up at a social media platform we all know and love the other day and they told me something INSANE. 

They are completely deprioritizing the majority of AI content in the feed because users are spending less time on platform. 

Humans want to interact with humans. 

I am going HARD on all things human in 2026. More connection. More IRL. 

Thoughts?

Big ask LinkedIn 🙏
We’re looking for a head of live shopping at Social Commerce Club 

Will be insane growth over the next 5 years 

Maybe one of the biggest ops that I can think of TBH 

Will be sooooooo much work

But you will help us build something HUGE! 

NA based only 

Message me if you think it’s you. 

This role will report directly to the CEO btw

Yes yes yes 

We have been thinking more about what this role looks like from the agency perspective.

How we train fast

Who’s base knowledge makes them a good fit etc. 

And I will tell you what I know. 

99% of people don’t get it. 

They haven’t had the paradigm shift yet. 

It’s a new muscle 

It’s a new way of thinking. 

Working with creators is HARD! 

They don’t perform like ads do 😆

But this role is really big in terms of impact and responsibility 

Seems like more brands are catching on. 

But tbh I still feel like guy in 2014 telling their friends to invest as much as they can into Facebook ads and they laugh at me 🤷‍♂️🫤 when it comes to how big social commerce really is going to be!

Here’s how I look at this…

At Social Commerce Club we… 

1. take the highest performing tiktok shop content

2. Offer a percentage of ad spend (capped) to the creator to use their content on Meta 

3. Print brands cash with these ads omnichannel 

This is the 2025 playbook imo

TikTok shop growth is hard. I want to break down EXACTLY how to do it in 2026 for any brand.

Yesterday I was driving with my son who’s 6… 

We saw a bunch of billboards and he was asking about the messages on each

It reminded me of the classic Tim Ferris question… so I decided to ask him

“If you could put one message on a Billboard, what would it be?” 

He took about 3 seconds and said 

“My message would be “I love you””

This kid gets it ❤️

Well… The cat is out of the bag and let me tell you the initial tech that was built is an absolute dream to build Halo off of! So so so excited for you all to see this coming up!

Big kudos to this team below for bringing the product to where it is right now 🙌🏻🙌🏻👇

Co-Founder & Former CPO @ Roasberry (Exitted - now GrowHalo)

Hey everyone, its been a minute. Today I am filled with great pride and bittersweet happiness as I part ways with Roasberry, my first start-up. After two incredible years, we have officially been acquired by Social Commerce Club - the no. 1 omnichannel social commerce agency in the world.

The last two years have been nothing short of extraordinary. I’ve had the privilege of learning, building, and growing alongside some of the most talented and generous people I’ve ever met. Mehmet Can Ilker, Adnan Çobanoğlu,  Modou Cham, İlayda Kaya, Metehan Karaşahinoğlu, Ertan Can Güner, Derin İlbaş, Doğa İmren, İlayda T., Rıza Semih Koca, and everyone who played a part — you have my deepest admiration. I’m endlessly grateful for the things I’ve learned from you and with you.

Roasberry will also be rebranded, continuing its operations as GrowHalo under SCC’s governance. I am confident that what we built will reach greater heights and help more ecommerce businesses around the globe.

To everyone who supported us — whether you used our product, recommended it, shared feedback, or simply liked a post — thank you. You are genuinely appreciated.

I just want to say if you want to start a business or try out that idea you had for a while; I can’t guarantee what will happen but I can guarantee you will have a blast regardless of the outcome. And that will be worth it.

taplio

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Dylan W.

Jordan West

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