Matt Strafford

gm daily reminder: ecom is dead ai killed it :(

@nkecom You giving too much sauce away…

@HarelDan TikTok Shop has always favoured low - mid ticket AOV. It’s just the nature of impulse buying + in-app checkout. People aren’t coming in with intent, they’re being sold to mid-scroll. Same will apply to Instagram.

@fluxtts yeah exactly but curious how this plays out for high-ticket items. seen conversion rates tank on tiktok shop for anything over $200. what's your early take on average order value impact?

My initial thoughts on Instagram Shop: I do think everyone is getting a little carried away at this stage. The vision and the goal is clear to see: affiliates post there content and people buy in app on Instagram. Exactly the same way TikTok Shop works right now. However I think people are forgetting that Instagram has had a ‘shop’ for two plus years now. It had no real traction at all and now they’ve spent two years building this revolutionary thing and as soon as they do, everyone is just confused. No direct information or guidance on how to actually use it. I for one though want it to work. Why wouldn’t you? It’ll be another income stream for your business. Plus, we’re early. Very early. I just think right now nobody knows exactly what is going on. Nobody knows when people will get access. All seems a bit off right now. BUT… I would love nothing more than to quote tweet this in a years time after just hitting a 6 figure month with Instagram Shop. Let’s see what happens…

If you’re on TikTok Shop, you need to get on this… TikTok shop just launched their built in CRM tool giving sellers ability to run one time plans and automated plans. Essentially emails inside of TikTok messaging: - Remind price drops - Post-purchase - Incomplete checkout - Abandoned baskets - One time messaging to lapsed customers/ repeat customers Only been playing around with it this morning but some pretty cool features on there. Time to run this up…

@nkecom Basically said ‘do X, do Y, work a bit, you’ll have generational wealth in 1-2 years’

@fluxtts what did they say

TikTok HQ in London today for the GMV Max Scaling workshop. Further solidified the reason why I pivoted to TikTok Shop. The plans and the current state of play for the platform are truly amazing and if you aren’t even thinking about the platform rn then you WILL get left behind…

Meta is just headache after headache rn. Fuck meta!! Here is how I generated 32 million views and over 6 figures in revenue within 30 days on TikTok shop (6 weeks after launching)… It all comes down to affiliates. Affiliates are everything on TikTok Shop because content volume wins. It’s a numbers game (to a degree). Every piece of content created with your product tagged is another chance at virality. Think of it like this: if lottery tickets were free, you’d buy as many as possible. That’s exactly how affiliates work. You have to mass-send samples. Get as many creators on board as you can. Optional (but highly recommended): send an affiliate starter pack - content ideas, angles, hooks, offers, what’s already working. In addition to this, create an exclusive discord community where you run monthly gmv challenges etc. Make sure you are encouraging multiple videos from the same creator. If a video does well, save it and send it to other affiliates to replicate the angle (discord makes this 100x easier). Then double down. After a month or so, gather your top 10 affiliates together and put them all on retainers. That’s how the flywheel starts. Momentum builds, results show, and suddenly everyone wants to be involved. This is how our brand produced 1400+ pieces of tagged content in that single month. That doesn’t happen with just the brand posting. Add to the equation gmv max ads and you’ll be hitting 6 figure months in no time...

Time taken to hit £10k on each platform I run on: Shopify: 14 months Etsy: not hit yet (£8k record) Amazon: not hit yet (£7.5k record) TikTok shop: 6 weeks… TTS is being slept on MASSIVELY right now and this window of opportunity we are experiencing is going to be a big fumble for those who don’t act on it.

Most people still feel this way about TikTok Shop. Everyone's on TikTok scrolling... but buying on there is a different question. For a lot of people: TikTok is the discovery channel. Amazon is the tried and tested trusted channel. So what happens in reality is the halo effect: Someone sees your product 3-10 times on TikTok (you + creators + gmv max ads) They don’t buy on TikTok (yet). They open Amazon and search your brand/product. They buy there because it feels safer/faster/ familiar. That’s the ‘spillover’ most brands ignore. If you’re running TikTok hard but you don’t have: - A clean Amazon listing - Solid reviews - Brand registry + protection (so copycats don’t steal the demand) … you’re literally paying to warm buyers for someone else. TikTok prints the attention. Amazon catches the demand. The winners build both.

Shit like this is crazy but gives even more reason to diversify your brand into different channels. The majority of brands I run/am involved with are on at least THREE channels. One runs into problems… yes it’s a hit but not as big of a hit than it would be if that was my ONLY income for the brand. I’ll preach it til the grave. TikTok shop is KEY for brands in 2026. Learn it or get left behind. Simple. (Do hope you get this sorted though)

TikTok Shop is an attention grabbing machine. I have seen a lot of brands not even optimising TikTok shop for profit. They run it at breakeven because they know what happens next. TikTok grabs the attention of the doomscrollers. That attention leaks into Amazon, DTC, retail, and brand demand everywhere else. For them TikTok isn’t the end destination. It’s the top of the funnel for the entire business. I love this approach. Personally, I don’t run my brands like this but I can completely see why a lot of brands do.

@bruce1_lee Cheers Lee

@fluxnavigator so nice bro

UPDATE New brand is cooking. 10 days old. £1k+ days already hit. A lot of planning went into this brand and we implemented a blitz method to give it the best start possible. Looking forward to really scaling this brand and we’ll be at those £10k days before we know it.

Launched a new brand on tiktok shop last week. Already at £500+/day. New product, new niche. Same principles applied as all the other brands I run. Time to scale…

@nkecom Cold

Remember kids, dropshipping is dead.

Will never stop talking about GMV Max ads as they are cleverer than most people realise. If you give TikTok multiple strong videos, it doesn’t just pick a winner - it builds a funnel. One video naturally warms the audience (high CTR, high engagement). The others do the converting (lower CTR, higher CTOR). That’s why volume matters. When one gets picked up, it often pulls the rest with it. TikTok is constantly testing cold audiences in the background, then feeding spend into what already proves it can convert. Set budget. Let the system work.

@jordantwestecom This deffo going to be the 2026 way to slide in, I like it

Not true 😆🤷‍♂️

This should NOT be an unpopular opinion… Meta ads are for beginners. Fuck meta. Social commerce is the future and TikTok shop is at the heart of it. No volatility. No random spending spikes. No silly updates. Pick your ROI. Pick your budget. Feed the system with content. And let the printing happen.