Ashley Wright

The $40M TikTok Shop Playbook @MROJayHunter CRO of @MaryRuths, breaks down exactly how they scaled on TikTok Shop. No fluff. No gatekeeping. Just the full strategy. You don't want to miss (Link below)

What to do if starting from scratch on TikTok Shop

2022: brands won TikTok Shop by sending the most samples. Today: the brands winning built the best creator systems. You can have a great product. But if you’re still: • Sending samples randomly • Chasing views instead of GMV • Briefing creators with no framework You’ll struggle to turn content into revenue. And there is no prize for being the brand with the most creator posts that convert nothing. Sampling still matters. But the advantage today is structure. The brands scaling TikTok Shop build a system: 1) Send samples to creators with proven GMV, not just followers 2) Brief them with a content framework that converts 3) Track who drives sales, not just views 4) Retain top performers as repeat creators 5) Align creator drops with campaign moments Within 30 days you know who converts. Within 90 days you have a core creator group driving consistent GMV. Within 6 months the channel compounds. Lower CAC. More predictable revenue. A creator ecosystem that actually scales. Most brands are still playing the 2022 playbook. The ones building systems are already doing eight figures on TikTok Shop.

The best tools don’t need explaining. Texted Noah a question. Got an answer. Done. No setup. No onboarding. It already had my calendar, contacts, meeting notes. This is what AI actually being useful looks like.

@ashishtoshniwal @HeyNoahAI Congrats on the launch of this! the fact that finally an sms voice ai assistant is definitely what i've been needing for a pretty long time!

Introducing the world's first SMS/Voice executive AI assistant @HeyNoahAI, designed for very busy people who deeply care about their professional relationships. Noah waitlists 7 out of 10 people, depending on their calendar RT + comment "NOAH" and I'll send you the VIP onboarding link for FREE.

Canva gave us 10,000 templates. Gamma just removed the need for them. I’ve been using Gamma Imagine a lot recently. Not for “design”. For speed. Team meeting decks. Client strategy docs. Campaign breakdowns. Stuff that normally slows everything down. Before: Brief designer Wait 1–2 days Go back and forth Tweak formatting Now: I write what I want. It builds it. Done. Used it this week for: • a client strategy deck • internal team planning • campaign visuals What used to take hours now takes minutes. But the real shift isn’t speed. It’s removing the bottleneck. You’re no longer waiting on design to move. You just execute. If you’re still building decks from templates, you’re working slower than you need to. Check out Gamma Imagine if you're still burning time on templates: gamma.app/?utm_medium=cr…

Canva gave us 10,000 templates. Gamma just removed the need for them. I’ve been using Gamma Imagine a lot recently. Not for “design”. For speed. Team meeting decks. Client strategy docs. Campaign breakdowns. Stuff that normally slows everything down. Before: Brief designer Wait 1–2 days Go back and forth Tweak formatting Now: I write what I want. It builds it. Done. Used it this week for: • a client strategy deck • internal team planning • campaign visuals What used to take hours now takes minutes. But the real shift isn’t speed. It’s removing the bottleneck. You’re no longer waiting on design to move. You just execute. If you’re still building decks from templates, you’re working slower than you need to. Check out Gamma Imagine if you're still burning time on templates: gamma.app/?utm_medium=cr…

@thisisgrantlee Made my life 1000 times easy especially the amount of presentations i create!

There's a hidden tax on every knowledge worker in the world, and nobody talks about it: The design tax. You're a strategist, a sales lead, a marketer. You were hired for what you know. But every meeting, every pitch, every proposal expects you to show up with something that looks like a designer made it. I lived this. Before Gamma, I spent time in consulting and investment banking. I spent more hours formatting slides than the analysis that went into them. When my cofounders and I started Gamma, we asked: what if you never had to be a designer in the first place? Five years and nearly 100 million users later, we've refunded billions of hours of the design tax. Today, we're eliminating it for good with our biggest launch ever. Gamma Imagine — a powerful, AI-native visual creation tool directly in Gamma. Posters, logos, infographics, visuals from a single prompt. On brand, every time. AI-Native Templates. Templates were supposed to save you from design work. Instead you spent the time filling them in. So we completely rebuilt the template experience. Modify a whole deck with a single prompt, with your brand and style intact every time. Gamma Connectors. You're already thinking in ChatGPT and Claude. Now Gamma sits inside the most popular work apps in the world. No more context-switching. You were hired for your ideas, not to resize text boxes. Let Gamma pay the design tax.

If I were in the marketing department at an 8-figure e-commerce brand tasked with scaling TikTok Shop, this is exactly what I would do to hit 7-figures in GMV in 90 days (we follow these 4 steps with all of our clients): ---- Step 1: Align leadership on what TikTok Shop actually requires I would start by making sure the C-suite understands that TikTok Shop isn't a "set it and forget it" channel. This needs real investment upfront. Sample budget, creator commissions, and content testing. The first 60 days are about building infrastructure, not extracting profit. If they're not willing to commit to 90 days minimum before judging performance, there's no point starting at all. Then we'd set expectations together: • Allocate minimum 250 samples per week - Monthly ad budget of around $10-$30k and scaleable on performance • Understand margins will be tight initially (20-25% commission 1st 90 days to get creators posting) • Commit to weekly check-ins, not monthly reporting cycles --- Step 2: Kill the full catalog launch Most brands want to list everything. Wrong move. I would pick 2-3 hero SKUs that have: • Clear visual transformation or demo potential • Strong existing reviews (4.5+ stars) • Price point under $20-$80 Then drive 70%+ of revenue from those products for the first 90 days. Full catalog expansion comes after we've proven the model works. --- Step 3: Build a creator pipeline, not a sampling program I wouldn't send samples to 100 random creators hoping something hits. I would identify 30-40 creators already selling similar products, narrow it down to 20 who actually engage their audience, and lock in 5-10 on retainers or premium commission structures (20%+ vs standard 10%). One creator posting 10 times beats 10 creators posting once. The algorithm rewards consistency, and audiences need multiple touchpoints to trust a product. --- Step 4: Optimize for speed, not perfection I would kill the approval cycles that slow everything down. Test 5 different content angles this week. See what drives GMV by Friday. Scale winners next week. The brands moving fast are learning what converts, while slow brands are stuck in planning meetings. Weekly sprint cycles, not monthly campaigns. --- This is the exact framework we use with brands doing 7-8 figures on TikTok Shop. Most brands fail because they treat TikTok Shop like social media instead of performance marketing. Then, they wonder why they're not seeing results. --- Repost to help your network, and follow me, @ashley_wright, for daily TikTok Shop strategies that actually drive revenue.

Don't be the brand that gets caught sending terrible creator briefs. Instead, steal 1 of these 8 frameworks: This is where you should start on TikTok Shop: Mastering the structure of converting content. These are the 8 content frameworks I use to brief creators across every brand we scale on TikTok Shop: --- 1) A-I-D-A Attention: Stop the scroll in the first 2 seconds. Interest: Build curiosity around the problem. Desire: Make them want the outcome. Action: Tell them exactly where to buy. 2) H-B-D Hook: Open with a bold, relatable claim. Benefit: Show what it does for them. Demo: Prove it works on camera. 3) P-A-S Problem: Name the pain they already feel. Agitate: Make it feel real and urgent. Solution: Position the product as the fix. 4) B-A-B Before: Show where they are right now. After: Show the transformation. Bridge: The product is what gets them there. 5) S-P-I-N Situation: Set the scene they recognise. Problem: Introduce the friction. Implication: Show the cost of doing nothing. Need: Bring in the product naturally. 6) T-S-T Tease: Open with a bold result or claim. Show: Demonstrate it visually. Tell: Explain exactly why it worked. 7) R-S-R Relate: Start with something they've felt. Surprise: Flip the expectation. Result: Land on the outcome with proof. 8) S-S-S Star: Lead with a person or product as the hero. Story: Walk through the struggle or journey. Solution: Show how the product resolves it. --- Send these frameworks to your creators and watch your GMV per view change. Which framework does your best-performing content already use? Let me know in the comments. --- Repost to help your network build better TikTok Shop content. Follow me, @ashley_wright, for daily TikTok Shop strategies that actually drive revenue.

@danielcberk @thesamparr I like this a lot

@ashley_wright @thesamparr Every org has an AI champion who is held accountable to ensure every person is their org is using AI where they should be and stretching themselves to work more competently with agents and skills whenever possible. Lots of lunchs and learns, lots of heads down learning

How is everyone getting team adoption for Claude? I spent a lot of time on Twitter, as do you. We see all this AI stuff popping up. We're on top of it, or at least sorta. I know what's going on and are testing all these fringe ideas. But how are all you people getting your team to actually use it effectively without spending all their time on Twitter and learning, which we know they won't and probably shouldn't be?

@danielcberk @thesamparr How you measuring/challenging the team with this?

@thesamparr We require adoption from every single employee at beehiiv (130 people). Our output has 10x'd and will 100x.

@seempaq Could probs Claude code it

Looking for recommendation on a: -slack ''chatgpt'' style bot where it can just be asked shit. (not looking @ openclaw, no offence) - able to search and find shit and suggest stuff to teams. - cheapest. as posssibruuuu. go

Most brands are tracking the wrong metric on TikTok Shop. They obsess over total views and wonder why they're not scaling. What you should track is GMV per view. A video with 30K views that drives $10K in sales beats 200K views with $500 every single time. But most brands see the 200K view video and think "this one performed better, let's make more like this." This is not the right approach. You just optimized for the metric that doesn't matter. TikTok Shop isn't social media. It's performance marketing that happens to use social content. Views without sales are just expensive brand awareness, and if you wanted expensive brand awareness, you'd run TV ads. Here's the difference in practice: - Video A: 200K views, 50 purchases, $500 GMV = $0.0025 per view - Video B: 30K views, 100 purchases, $10K GMV = $0.33 per view Video B is 132x more valuable. But if you're only looking at view counts in your dashboard, you'd scale Video A and kill Video B. The brands doing 7-8 figures on TikTok Shop stopped chasing views months ago. They're chasing GMV per view because that's the only metric that actually correlates with revenue. When you brief creators, you should be showing them which videos drove the highest GMV per view, not which ones got the most eyeballs. That changes everything about what content they create. Stop optimizing for vanity metrics. Start optimizing for revenue per view. Different game entirely. Are you tracking what makes you money or what makes your weekly report look good?

Most brands send creator briefs that set creators up to fail. Then blame the creator when the video doesn't convert. Here's the 30-second test you should run before sending any brief: 1) Does it show real GMV data from your top-performing videos? Not just "this one did well" but actual numbers. $15K from 50K views. $8K from 30K views. Creators need to see what success looks like in dollars, not engagement rates. 2) Can they pick a proven hook from the brief? If you're making creators guess which angle will work, you're wasting their time and yours. Show them the exact hooks that drove sales. "If you struggle with acne scars" pulled $12K. "I tried every serum on the market" did $3K. Let them choose winners, not experiment blindly. 4) Are your top 3 benefits ranked by what actually converts? Not what you think is important. Not what your brand guidelines say to lead with. What the data shows drives purchases. If "reduces redness in 48 hours" converts better than "dermatologist-tested," put it first. 5) Did you tell them which formats kill sales? Long intros lose people. Talking heads without product demos don't convert. Whatever patterns you've seen fail repeatedly, call them out. "Don't do 15-second intros, we lose 60% of viewers." If your brief doesn't answer all four of these, you're sending creators into the dark and hoping they accidentally find what works. The brands scaling on TikTok Shop send data-driven briefs that show creators exactly what converts. They're not asking creators to guess. They're showing them the playbook and saying "run this." When a video flops and you blame the creator, check your brief first.

If you found the thread helpful, bookmark this and follow @ashley_wright for more TikTok Shop strategies.

9) Scale Trigger: Scale when 5+ creators generating consistent weekly GMV, 20+ pieces of converting content live, organic GMV at $5K+ per month, stable 4.5+ shop score, and clear top-performing hook pattern identified. Then introduce paid amplification, higher sample velocity, and status collaboration.

TikTok Shop Setup Checklist for 2026. The exact steps we use to launch brands from $0 to first sales on TikTok Shop: (THREAD)