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 channelWhat E.L.F. looks for when deciding which products to put behind creatorsHow limited editions and scarcity help E.L.F. test demandWhy creator authenticity matters more than follower countHow 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 monthWhy consistency matters in LIVE selling and how PullchemyTCG scaled from five hours of daily streaming to 24 hours on its primary channelHow differentiated surprise sets help bring repeat customers back to PullchemyTCG’s LIVE auctionsWhy 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 growthHow k2o thinks about scaling winning content with GMV MaxWhat’s behind the brand’s ambitious TikTok LIVE strategyHow k2o prepares differently for major shopping momentsThe 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 channelHow Kitsch develops its creator community through weekly coaching calls, product education, sampling, and involving creators in the product development processHow organic product enthusiasm can lead to high-performing creator partnershipsHow Kitsch's Rush On-the-Go bundle became a top-five seller on its TikTok Shop for two monthsHow 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 performersHow QVC evaluates creators based on sales performance, post rate, storytelling ability, and loyalty rather than follower countHow QVC approaches sampling with a constantly changing assortment, including sending its top 150 creators an average of five to 10 products per monthWhy QVC starts Black Friday and Cyber Monday planning during the summerHow QVC is creating urgency through LIVE-exclusive product drops, pre-heat content, exclusive colors, value bundles, and early creator access