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Ready for TikTok Shop? Your Customers most certainly are! #LTM157 · Let's talk Marketplace

• 0:00
  We
• 0:00
  grew
• 0:01
  much
• 0:01
  faster
• 0:01
  than
• 0:02
  we
• 0:02
  had
• 0:02
  even
• 0:02
  expected
• 0:03
  and
• 0:03
  our
• 0:03
  ambition
• 0:04
  was
• 0:04
  already
• 0:04
  high.
• 0:05
  So
• 0:05
  I
• 0:05
  think
• 0:05
  the
• 0:06
  best
• 0:06
  metric
• 0:06
  probably
• 0:07
  to
• 0:07
  underline
• 0:07
  that
• 0:08
  is
• 0:08
  if
• 0:08
  you
• 0:08
  look
• 0:09
  at
• 0:09
  how
• 0:09
  many
• 0:10
  German
• 0:10
  online
• 0:10
  shoppers
• 0:11
  have
• 0:11
  by
• 0:12
  now
• 0:12
  already
• 0:13
  bought
• 0:14
  something
• 0:14
  on
• 0:14
  TikTok
• 0:15
  shop.
• 0:19
  Let's
• 0:19
  Talk
• 0:20
  Marketplace.
• 0:20
  The
• 0:21
  Marketplace
• 0:21
  podcast
• 0:22
  with
• 0:22
  Ingrid
• 0:23
  Lommer
• 0:23
  and
• 0:23
  Vana
• 0:24
  Vridisti.
• 0:28
  Hello
• 0:29
  and
• 0:29
  welcome
• 0:29
  to
• 0:30
  another
• 0:30
  episode
• 0:30
  of
• 0:30
  let's
• 0:31
  Talk
• 0:31
  Marketplace.
• 0:31
  I'm
• 0:32
  Ingrid,
• 0:32
  your
• 0:32
  host
• 0:33
  as
• 0:33
  always
• 0:33
  and
• 0:34
  with
• 0:34
  me
• 0:34
  today
• 0:34
  is
• 0:35
  also
• 0:35
  Valerie,
• 0:36
  as
• 0:36
  most
• 0:37
  times.
• 0:37
  So
• 0:37
  Valerie,
• 0:37
  it's
• 0:38
  great
• 0:38
  to
• 0:38
  have
• 0:38
  you
• 0:38
  with
• 0:38
  me
• 0:39
  today.
• 0:39
  Yeah.
• 0:40
  Hi
• 0:40
  everyone.
• 0:40
  It's
• 0:41
  really
• 0:41
  great
• 0:41
  to
• 0:41
  be
• 0:41
  here
• 0:42
  and
• 0:43
  yeah,
• 0:43
  what
• 0:43
  a
• 0:44
  topic
• 0:44
  we're
• 0:44
  digging
• 0:44
  into
• 0:45
  today
• 0:45
  because
• 0:45
  we
• 0:46
  are
• 0:46
  right
• 0:46
  on
• 0:46
  the
• 0:47
  hype
• 0:47
  with
• 0:47
  this
• 0:47
  one.
• 0:48
  Yes,
• 0:48
  I
• 0:49
  think
• 0:49
  so.
• 0:50
  Especially
• 0:51
  because
• 0:51
  we
• 0:51
  are
• 0:51
  doing
• 0:52
  something
• 0:52
  of
• 0:52
  a
• 0:52
  follow
• 0:53
  up
• 0:53
  episode,
• 0:54
  I
• 0:54
  guess
• 0:54
  a
• 0:55
  few
• 0:55
  weeks
• 0:55
  ago
• 0:55
  when
• 0:55
  I
• 0:55
  was
• 0:56
  on
• 0:56
  holiday
• 0:56
  in
• 0:56
  episode
• 0:57
  153,
• 0:58
  you
• 0:59
  spoke
• 0:59
  with
• 0:59
  Stephanie
• 1:00
  from
• 1:00
  Philips
• 1:01
  about
• 1:01
  their
• 1:01
  journey
• 1:01
  on
• 1:02
  TikTok
• 1:03
  shop
• 1:03
  and
• 1:03
  that
• 1:04
  was
• 1:04
  quite
• 1:05
  an
• 1:05
  interesting
• 1:06
  episode,
• 1:06
  wasn't
• 1:07
  it?
• 1:07
  Yeah,
• 1:08
  it
• 1:08
  really
• 1:08
  was.
• 1:09
  Stephanie
• 1:09
  was
• 1:09
  really
• 1:10
  totally
• 1:10
  open
• 1:11
  with
• 1:11
  how
• 1:12
  they
• 1:12
  approached
• 1:13
  building
• 1:13
  this
• 1:13
  new
• 1:14
  channel,
• 1:14
  how
• 1:14
  they
• 1:15
  use
• 1:15
  creators,
• 1:16
  how
• 1:16
  they
• 1:16
  totally
• 1:17
  investing
• 1:17
  in
• 1:17
  the
• 1:18
  channel
• 1:18
  first
• 1:18
  in
• 1:18
  order
• 1:19
  to
• 1:19
  learn
• 1:19
  how
• 1:19
  it
• 1:20
  works.
• 1:20
  It
• 1:21
  was
• 1:21
  really
• 1:21
  great
• 1:21
  because
• 1:21
  it
• 1:22
  was
• 1:22
  really
• 1:22
  from
• 1:22
  this
• 1:24
  old
• 1:24
  brands
• 1:25
  perspective.
• 1:25
  I
• 1:26
  mean
• 1:26
  I
• 1:27
  think
• 1:27
  let's
• 1:28
  say.
• 1:28
  Okay,
• 1:29
  that's.
• 1:29
  Let's
• 1:30
  what?
• 1:30
  Let's
• 1:30
  say
• 1:30
  what?
• 1:31
  Established.
• 1:32
  Established.
• 1:33
  Yeah,
• 1:34
  sorry.
• 1:34
  Yeah,
• 1:35
  established.
• 1:35
  I'm
• 1:36
  sorry.
• 1:37
  Yes.
• 1:38
  So
• 1:38
  compared
• 1:39
  to.
• 1:40
  Because
• 1:40
  I
• 1:41
  was
• 1:41
  at
• 1:41
  the
• 1:41
  annual
• 1:42
  anniversary
• 1:43
  of
• 1:43
  the
• 1:44
  TikTok
• 1:44
  shop
• 1:45
  Germany
• 1:47
  and
• 1:49
  I
• 1:49
  saw
• 1:49
  really
• 1:50
  many
• 1:50
  brands
• 1:50
  I
• 1:50
  have
• 1:51
  seen
• 1:51
  never
• 1:51
  before.
• 1:52
  So
• 1:52
  I
• 1:52
  really
• 1:52
  was
• 1:53
  like,
• 1:53
  okay,
• 1:53
  like
• 1:54
  this
• 1:54
  is
• 1:54
  really
• 1:54
  like
• 1:55
  a
• 1:55
  kind
• 1:55
  of
• 1:56
  new
• 1:56
  world.
• 1:57
  And
• 1:57
  on
• 1:57
  the
• 1:58
  other
• 1:58
  hand
• 2:01
  it
• 2:01
  was.
• 2:02
  It's
• 2:02
  a
• 2:02
  topic
• 2:02
  of.
• 2:04
  Yeah.
• 2:04
  Established
• 2:05
  brands
• 2:05
  who
• 2:06
  are
• 2:06
  more
• 2:07
  like
• 2:07
  more
• 2:07
  critical
• 2:08
  maybe
• 2:08
  and
• 2:09
  more
• 2:09
  have
• 2:09
  more
• 2:10
  insights
• 2:11
  about
• 2:12
  and.
• 2:12
  And
• 2:12
  thoughts
• 2:13
  about.
• 2:13
  Nah.
• 2:13
  Shall
• 2:14
  we
• 2:14
  start?
• 2:14
  Shall
• 2:14
  we.
• 2:14
  Don't
• 2:14
  start.
• 2:15
  And
• 2:16
  yeah,
• 2:16
  that's
• 2:17
  actually
• 2:17
  the
• 2:17
  foundation
• 2:18
  which
• 2:19
  we
• 2:19
  will
• 2:19
  talk
• 2:19
  about
• 2:19
  today,
• 2:20
  which
• 2:20
  we
• 2:21
  talked
• 2:21
  with
• 2:21
  Stephanie
• 2:22
  last
• 2:22
  time.
• 2:23
  Yeah.
• 2:23
  And
• 2:23
  today
• 2:24
  we're
• 2:24
  flipping
• 2:25
  the
• 2:26
  table
• 2:26
  around.
• 2:27
  I
• 2:27
  would.
• 2:27
  Because
• 2:27
  instead
• 2:28
  of
• 2:28
  asking
• 2:28
  a
• 2:28
  brand,
• 2:29
  and
• 2:29
  in
• 2:29
  that
• 2:29
  case
• 2:29
  of
• 2:30
  Philips,
• 2:30
  an
• 2:30
  established
• 2:30
  brand,
• 2:31
  how
• 2:31
  they
• 2:31
  experience
• 2:32
  TikTok
• 2:32
  shop
• 2:33
  today
• 2:33
  we
• 2:34
  thought
• 2:34
  why
• 2:34
  don't
• 2:34
  we
• 2:34
  go
• 2:35
  to
• 2:35
  the
• 2:35
  source
• 2:35
  directly
• 2:36
  and
• 2:36
  ask
• 2:37
  TikTok
• 2:37
  shop
• 2:37
  themselves.
• 2:38
  Yeah.
• 2:39
  What
• 2:39
  does
• 2:39
  the
• 2:39
  platform
• 2:39
  actually
• 2:40
  want
• 2:40
  from
• 2:40
  brands?
• 2:41
  What
• 2:41
  does
• 2:42
  a
• 2:42
  brand
• 2:42
  need
• 2:42
  to
• 2:43
  look
• 2:43
  like
• 2:43
  to
• 2:44
  succeed
• 2:44
  on
• 2:44
  tts?
• 2:45
  And
• 2:45
  the
• 2:46
  question
• 2:46
  that
• 2:46
  comes
• 2:46
  up
• 2:47
  literally
• 2:47
  in
• 2:47
  every
• 2:48
  conversation
• 2:48
  that
• 2:48
  we
• 2:48
  have
• 2:49
  with
• 2:49
  Marketplace
• 2:49
  managers
• 2:50
  right
• 2:50
  now
• 2:50
  is
• 2:51
  is
• 2:52
  that
• 2:52
  an
• 2:52
  E
• 2:53
  commerce
• 2:53
  topic
• 2:54
  or
• 2:54
  is
• 2:54
  it
• 2:54
  a
• 2:54
  marketing
• 2:55
  topic?
• 2:55
  Where
• 2:56
  do
• 2:56
  I
• 2:56
  put
• 2:57
  the
• 2:57
  people
• 2:57
  who
• 2:57
  sell
• 2:57
  on
• 2:58
  TikTok
• 2:58
  shop?
• 2:58
  We
• 2:59
  are
• 2:59
  confused
• 2:59
  yeah,
• 2:59
  so
• 3:00
  that's,
• 3:00
  I
• 3:00
  think,
• 3:00
  the
• 3:01
  main
• 3:01
  questions
• 3:01
  for
• 3:02
  today.
• 3:02
  Yeah.
• 3:03
  And
• 3:03
  to
• 3:03
  answer
• 3:04
  all
• 3:04
  of
• 3:04
  that,
• 3:04
  we
• 3:05
  have
• 3:05
  someone
• 3:05
  who
• 3:05
  has
• 3:05
  been
• 3:06
  building
• 3:06
  TikTok
• 3:06
  shop
• 3:07
  markets
• 3:07
  from
• 3:08
  the
• 3:08
  inside.
• 3:09
  First
• 3:09
  in
• 3:09
  the
• 3:09
  UK,
• 3:10
  now
• 3:10
  in
• 3:10
  Germany.
• 3:11
  Max
• 3:11
  Burianek,
• 3:12
  head
• 3:12
  of
• 3:12
  TikTok
• 3:13
  Shop
• 3:13
  Germany.
• 3:14
  Welcome
• 3:14
  to
• 3:14
  let's
• 3:14
  Talk
• 3:15
  Marketplace.
• 3:16
  Thank
• 3:17
  you.
• 3:17
  I'm
• 3:17
  happy
• 3:17
  to
• 3:17
  be
• 3:17
  here.
• 3:18
  Yeah,
• 3:19
  we're
• 3:19
  also
• 3:19
  happy
• 3:19
  to
• 3:20
  have
• 3:20
  you
• 3:20
  here.
• 3:21
  And
• 3:21
  as
• 3:21
  usual
• 3:22
  for
• 3:22
  our
• 3:22
  guests,
• 3:23
  we
• 3:24
  would
• 3:24
  start
• 3:24
  with
• 3:25
  our
• 3:25
  three
• 3:26
  classical
• 3:26
  questions.
• 3:27
  So,
• 3:28
  yeah,
• 3:29
  Max,
• 3:29
  in
• 3:30
  short
• 3:30
  answers,
• 3:31
  first
• 3:32
  of
• 3:32
  all,
• 3:32
  who
• 3:33
  are
• 3:33
  you?
• 3:34
  Yeah,
• 3:34
  so
• 3:35
  I'm
• 3:35
  Max.
• 3:35
  I
• 3:36
  lead
• 3:36
  TikTok
• 3:36
  Shop
• 3:36
  in
• 3:36
  Germany.
• 3:38
  I'm
• 3:38
  quite
• 3:39
  happy
• 3:39
  to
• 3:39
  do
• 3:39
  that.
• 3:40
  Based
• 3:40
  in
• 3:40
  Munich,
• 3:40
  that's
• 3:41
  where
• 3:41
  I'm
• 3:41
  from.
• 3:41
  I
• 3:41
  spent
• 3:42
  some
• 3:42
  time
• 3:43
  at
• 3:43
  Amazon
• 3:43
  in
• 3:44
  my
• 3:44
  past
• 3:44
  and
• 3:45
  started
• 3:46
  my
• 3:46
  career
• 3:46
  in
• 3:46
  consulting.
• 3:47
  That's
• 3:47
  me,
• 3:47
  basically.
• 3:49
  That's
• 3:50
  great.
• 3:50
  And
• 3:50
  what
• 3:50
  do
• 3:50
  you
• 3:50
  say?
• 3:51
  Do
• 3:51
  you
• 3:52
  do
• 3:52
  best?
• 3:54
  I
• 3:54
  think
• 3:54
  what
• 3:55
  I
• 3:55
  do
• 3:55
  best
• 3:55
  is
• 3:56
  what
• 3:57
  I
• 3:57
  enjoy
• 3:57
  most.
• 3:58
  And
• 3:58
  hopefully
• 3:58
  then
• 3:58
  also
• 3:59
  that's
• 3:59
  a
• 3:59
  good
• 3:59
  basis
• 3:59
  to
• 3:59
  do
• 4:00
  best,
• 4:00
  is
• 4:02
  motivating
• 4:03
  sellers
• 4:03
  to
• 4:04
  see
• 4:05
  where
• 4:05
  TikTok
• 4:06
  shop
• 4:06
  could
• 4:07
  contribute
• 4:07
  value
• 4:08
  to
• 4:08
  their
• 4:08
  growth.
• 4:10
  That's
• 4:11
  super
• 4:11
  interesting.
• 4:12
  And
• 4:12
  now
• 4:12
  let's
• 4:13
  become
• 4:13
  a
• 4:13
  bit
• 4:13
  more
• 4:15
  private.
• 4:15
  Maybe
• 4:17
  can
• 4:17
  you
• 4:17
  tell
• 4:17
  us
• 4:17
  a
• 4:17
  fun
• 4:18
  fact
• 4:18
  about
• 4:18
  yourself
• 4:19
  that
• 4:19
  most
• 4:19
  of
• 4:19
  our
• 4:19
  listeners
• 4:20
  probably
• 4:21
  don't
• 4:21
  know?
• 4:24
  Yeah,
• 4:25
  maybe
• 4:25
  a
• 4:25
  fun
• 4:26
  fact.
• 4:27
  I
• 4:27
  was
• 4:27
  on
• 4:27
  TV
• 4:28
  in
• 4:28
  my
• 4:28
  past
• 4:29
  for
• 4:29
  12
• 4:30
  hours
• 4:30
  in
• 4:30
  one
• 4:31
  row,
• 4:33
  separating
• 4:34
  piece
• 4:34
  from
• 4:35
  lenses
• 4:35
  with
• 4:35
  chopsticks.
• 4:36
  That
• 4:36
  was
• 4:38
  on
• 4:38
  a.
• 4:39
  It
• 4:40
  sounds
• 4:40
  absolutely
• 4:40
  incredible.
• 4:41
  Right.
• 4:42
  But
• 4:42
  I
• 4:42
  needed.
• 4:42
  I
• 4:42
  needed
• 4:43
  the
• 4:43
  money
• 4:43
  then.
• 4:43
  And
• 4:44
  it
• 4:44
  was
• 4:44
  about
• 4:44
  like,
• 4:44
  I
• 4:45
  guess,
• 4:45
  like
• 4:45
  20
• 4:45
  years
• 4:46
  ago.
• 4:46
  Yeah,
• 4:48
  that's
• 4:48
  a
• 4:48
  nice
• 4:49
  one.
• 4:49
  The
• 4:49
  things
• 4:49
  you
• 4:50
  do
• 4:50
  at
• 4:50
  the
• 4:51
  beginning
• 4:51
  of
• 4:51
  career.
• 4:52
  I
• 4:52
  was.
• 4:52
  Yeah,
• 4:53
  exactly.
• 4:53
  I
• 4:53
  was
• 4:54
  already
• 4:54
  in
• 4:54
  content
• 4:55
  then.
• 4:55
  Yeah.
• 4:57
  I
• 4:57
  think
• 4:57
  every
• 4:57
  one
• 4:58
  of
• 4:58
  us
• 4:58
  has
• 4:58
  a
• 4:58
  story
• 4:58
  like
• 4:59
  that
• 4:59
  to
• 4:59
  tell.
• 5:00
  I
• 5:00
  used
• 5:00
  to
• 5:01
  write
• 5:01
  horoscopes,
• 5:02
  actually,
• 5:02
  for
• 5:02
  a
• 5:02
  radio
• 5:02
  station.
• 5:03
  That
• 5:03
  was
• 5:03
  interesting
• 5:04
  as
• 5:04
  well.
• 5:04
  Yeah.
• 5:05
  So
• 5:05
  I
• 5:05
  was
• 5:06
  a
• 5:06
  waitress
• 5:06
  in
• 5:07
  a
• 5:07
  Bavarian
• 5:07
  restaurant
• 5:08
  wearing
• 5:08
  dirndl
• 5:09
  and
• 5:09
  serving
• 5:10
  beer.
• 5:10
  Oh,
• 5:11
  yeah.
• 5:12
  Got
• 5:12
  strong
• 5:12
  arms
• 5:13
  from
• 5:13
  that,
• 5:13
  I
• 5:13
  guess,
• 5:14
  from
• 5:14
  that
• 5:14
  time.
• 5:15
  And
• 5:15
  strong
• 5:16
  communication
• 5:17
  skills,
• 5:18
  I
• 5:18
  tell
• 5:18
  you.
• 5:18
  Definitely.
• 5:21
  Right.
• 5:21
  Okay,
• 5:22
  Max.
• 5:22
  Yeah.
• 5:22
  It's
• 5:22
  great
• 5:22
  to
• 5:23
  have
• 5:23
  you
• 5:23
  on
• 5:23
  the
• 5:23
  show.
• 5:23
  And
• 5:24
  as
• 5:24
  we
• 5:25
  said,
• 5:25
  we
• 5:26
  have
• 5:26
  been
• 5:26
  talking
• 5:27
  a
• 5:27
  lot
• 5:27
  about
• 5:28
  TikTok
• 5:28
  shop
• 5:29
  over
• 5:29
  the
• 5:29
  last
• 5:31
  year,
• 5:31
  I
• 5:31
  guess,
• 5:33
  both
• 5:33
  on
• 5:33
  our
• 5:34
  podcast,
• 5:34
  but
• 5:34
  also
• 5:35
  when
• 5:35
  we
• 5:35
  do
• 5:36
  a
• 5:36
  news
• 5:36
  review.
• 5:36
  There
• 5:36
  was
• 5:37
  also
• 5:37
  always
• 5:37
  something
• 5:37
  to
• 5:38
  talk
• 5:38
  about
• 5:38
  on
• 5:38
  what
• 5:39
  TikTok
• 5:39
  shop
• 5:39
  is
• 5:39
  doing
• 5:40
  and
• 5:40
  in
• 5:40
  a
• 5:40
  newsletter.
• 5:41
  So
• 5:41
  it's
• 5:41
  really
• 5:42
  good
• 5:42
  to
• 5:42
  hear
• 5:42
  it
• 5:42
  from
• 5:43
  the
• 5:43
  source,
• 5:44
  as
• 5:44
  it
• 5:44
  were.
• 5:45
  So
• 5:46
  let's
• 5:46
  maybe
• 5:47
  first
• 5:47
  look
• 5:47
  at
• 5:47
  the
• 5:48
  situation
• 5:48
  in
• 5:50
  TikTok
• 5:50
  Shop
• 5:50
  Germany
• 5:51
  at
• 5:51
  the
• 5:51
  moment,
• 5:51
  because
• 5:52
  you
• 5:52
  are
• 5:52
  live
• 5:53
  now
• 5:53
  for
• 5:54
  just
• 5:54
  about
• 5:54
  over
• 5:55
  a
• 5:55
  year,
• 5:56
  I
• 5:56
  think.
• 5:56
  It
• 5:56
  was
• 5:57
  March
• 5:57
  or
• 5:58
  April
• 5:58
  last
• 5:58
  year
• 5:59
  that
• 5:59
  you
• 5:59
  started
• 5:59
  out.
• 6:00
  So
• 6:03
  where
• 6:03
  do
• 6:03
  you
• 6:03
  stand
• 6:04
  now
• 6:04
  compared
• 6:05
  to
• 6:05
  where
• 6:05
  you
• 6:06
  started
• 6:06
  and
• 6:08
  compared
• 6:08
  to
• 6:08
  the
• 6:09
  expectations
• 6:09
  you
• 6:09
  had
• 6:10
  when
• 6:10
  you
• 6:10
  started
• 6:10
  in
• 6:10
  this
• 6:11
  market?
• 6:12
  Yeah,
• 6:12
  I
• 6:13
  think
• 6:13
  obviously
• 6:14
  if
• 6:14
  you
• 6:14
  start
• 6:14
  building
• 6:15
  a
• 6:15
  new
• 6:16
  business
• 6:16
  on
• 6:16
  a
• 6:16
  platform
• 6:16
  like
• 6:17
  TikTok,
• 6:17
  you
• 6:17
  always
• 6:17
  start
• 6:18
  with
• 6:18
  very
• 6:19
  big
• 6:19
  ambitions
• 6:20
  because
• 6:20
  obviously
• 6:21
  the
• 6:21
  reach
• 6:21
  is
• 6:22
  huge.
• 6:22
  With
• 6:22
  27
• 6:23
  billion
• 6:23
  monthly
• 6:23
  active
• 6:24
  users
• 6:24
  on
• 6:24
  TikTok,
• 6:26
  I
• 6:26
  really
• 6:26
  can
• 6:27
  can
• 6:28
  say
• 6:28
  that
• 6:28
  that
• 6:29
  we
• 6:30
  grew
• 6:31
  much
• 6:31
  faster
• 6:31
  than
• 6:32
  we
• 6:32
  had
• 6:32
  even
• 6:32
  expected
• 6:33
  and
• 6:33
  our
• 6:33
  ambition
• 6:34
  was
• 6:34
  already
• 6:35
  high.
• 6:36
  So
• 6:36
  I
• 6:36
  think
• 6:36
  the
• 6:37
  best
• 6:37
  metric
• 6:37
  probably
• 6:38
  to
• 6:38
  underline
• 6:38
  that
• 6:38
  is
• 6:39
  if
• 6:39
  you
• 6:39
  look
• 6:40
  at
• 6:40
  how
• 6:40
  many
• 6:40
  German
• 6:41
  online
• 6:41
  shoppers
• 6:42
  have
• 6:42
  by
• 6:43
  now
• 6:43
  already
• 6:44
  bought
• 6:45
  something
• 6:45
  on
• 6:45
  TikTok
• 6:46
  shop.
• 6:46
  And
• 6:46
  if
• 6:47
  you
• 6:47
  ask
• 6:47
  Nielsen
• 6:48
  IQ
• 6:48
  Market
• 6:48
  Research
• 6:49
  Company,
• 6:50
  they
• 6:51
  found
• 6:51
  out
• 6:52
  in
• 6:52
  March
• 6:52
  that
• 6:53
  more
• 6:53
  than
• 6:53
  15,
• 6:54
  so
• 6:55
  1.5percent
• 6:56
  of
• 6:56
  German
• 6:56
  online
• 6:57
  shoppers
• 6:57
  had
• 6:58
  already
• 6:58
  bought
• 6:59
  via
• 6:59
  TikTok
• 7:00
  shop.
• 7:00
  And
• 7:01
  this
• 7:01
  is
• 7:02
  up
• 7:02
  from
• 7:03
  10.5%
• 7:04
  when
• 7:04
  they
• 7:05
  last
• 7:05
  measured
• 7:06
  it
• 7:06
  in
• 7:06
  October
• 7:07
  2025.
• 7:08
  So
• 7:08
  it's
• 7:08
  a
• 7:08
  large
• 7:09
  number
• 7:09
  and
• 7:09
  it's
• 7:10
  growing
• 7:10
  quickly
• 7:11
  and
• 7:11
  it's
• 7:11
  supported
• 7:12
  by
• 7:12
  the
• 7:12
  25,000
• 7:13
  sellers
• 7:13
  that
• 7:14
  we
• 7:14
  have.
• 7:16
  Okay.
• 7:17
  And
• 7:18
  growth
• 7:18
  is
• 7:18
  still
• 7:20
  or
• 7:20
  last
• 7:20
  that
• 7:21
  I
• 7:21
  saw
• 7:21
  was
• 7:21
  still
• 7:22
  triple
• 7:22
  digit
• 7:23
  when
• 7:23
  it
• 7:23
  came
• 7:23
  to
• 7:23
  gmv.
• 7:25
  So
• 7:26
  moving
• 7:26
  really
• 7:26
  fast.
• 7:27
  Are
• 7:28
  there
• 7:28
  differences
• 7:30
  regarding
• 7:31
  categories
• 7:31
  or
• 7:31
  products?
• 7:32
  Are
• 7:32
  you
• 7:32
  moving
• 7:33
  faster
• 7:33
  in
• 7:33
  some
• 7:34
  areas
• 7:34
  and
• 7:34
  slower
• 7:35
  in
• 7:35
  others?
• 7:36
  Yeah,
• 7:37
  purity
• 7:37
  was
• 7:38
  very,
• 7:38
  very
• 7:38
  strong
• 7:39
  right
• 7:39
  from
• 7:39
  the
• 7:39
  start.
• 7:39
  Right.
• 7:40
  I
• 7:40
  think
• 7:42
  it's
• 7:42
  just
• 7:42
  a
• 7:42
  super
• 7:43
  category
• 7:44
  to
• 7:44
  show
• 7:44
  before
• 7:45
  after
• 7:45
  effects.
• 7:46
  It's
• 7:46
  very
• 7:46
  emotional
• 7:47
  category
• 7:47
  also.
• 7:48
  But
• 7:49
  what
• 7:49
  we've
• 7:49
  seen
• 7:50
  very
• 7:50
  recently
• 7:51
  is
• 7:51
  very
• 7:51
  strong
• 7:52
  growth
• 7:52
  in
• 7:52
  electronics
• 7:53
  particularly,
• 7:53
  which
• 7:54
  may
• 7:54
  be
• 7:54
  a
• 7:55
  bit
• 7:55
  of
• 7:55
  a
• 7:55
  surprise
• 7:55
  given
• 7:56
  many
• 7:56
  of
• 7:56
  those
• 7:56
  products
• 7:57
  actually
• 7:57
  quite
• 7:58
  high
• 7:58
  aov.
• 8:00
  But
• 8:01
  in
• 8:01
  a,
• 8:02
  in
• 8:02
  a
• 8:02
  nutshell,
• 8:03
  VC
• 8:03
  grows
• 8:04
  across
• 8:04
  all
• 8:04
  categories.
• 8:05
  It's
• 8:06
  just
• 8:06
  that
• 8:06
  it
• 8:06
  shifted
• 8:06
  a
• 8:07
  bit
• 8:07
  from
• 8:07
  the
• 8:07
  start
• 8:07
  to
• 8:08
  where
• 8:08
  we
• 8:08
  are
• 8:08
  now,
• 8:08
  which
• 8:09
  categories
• 8:09
  are
• 8:09
  growing
• 8:10
  faster.
• 8:10
  But
• 8:10
  it
• 8:11
  also
• 8:11
  very
• 8:11
  much
• 8:11
  driven
• 8:12
  by
• 8:14
  strong
• 8:14
  brands.
• 8:15
  Very
• 8:15
  recently
• 8:16
  more
• 8:16
  nutrition
• 8:16
  has
• 8:17
  been
• 8:17
  super
• 8:17
  strong.
• 8:17
  So
• 8:17
  FMCG
• 8:18
  is
• 8:18
  catching
• 8:18
  up
• 8:19
  in
• 8:19
  growth
• 8:19
  to
• 8:19
  where
• 8:19
  we
• 8:20
  are
• 8:20
  in
• 8:20
  electronics.
• 8:21
  But
• 8:21
  overall
• 8:22
  I'd
• 8:22
  say
• 8:23
  we
• 8:23
  are
• 8:23
  very
• 8:24
  satisfied
• 8:24
  with
• 8:24
  the
• 8:25
  growth
• 8:25
  across
• 8:25
  all
• 8:25
  categories.
• 8:27
  Can
• 8:28
  you
• 8:28
  give
• 8:28
  me
• 8:28
  a
• 8:28
  bit
• 8:28
  of
• 8:28
  an
• 8:28
  international
• 8:30
  aspect
• 8:30
  of
• 8:30
  this
• 8:30
  as
• 8:31
  well?
• 8:31
  Because
• 8:31
  TikTok
• 8:32
  shop
• 8:32
  of
• 8:32
  course
• 8:32
  is
• 8:32
  not
• 8:32
  only
• 8:33
  active
• 8:33
  in
• 8:33
  Germany,
• 8:34
  is
• 8:34
  in
• 8:34
  other
• 8:34
  European
• 8:35
  countries
• 8:36
  as
• 8:36
  well
• 8:37
  and
• 8:37
  it
• 8:37
  has
• 8:37
  started
• 8:38
  here
• 8:38
  in
• 8:39
  the
• 8:39
  UK
• 8:39
  in
• 8:40
  2021
• 8:41
  already,
• 8:41
  if
• 8:41
  I've
• 8:41
  got
• 8:42
  the
• 8:42
  numbers
• 8:42
  correct.
• 8:43
  So
• 8:43
  there's
• 8:44
  a
• 8:44
  lot
• 8:44
  more
• 8:45
  legacy
• 8:46
  here
• 8:46
  and
• 8:46
  more
• 8:46
  experience.
• 8:48
  So
• 8:48
  how
• 8:48
  does
• 8:49
  the
• 8:49
  German
• 8:50
  story
• 8:50
  differ
• 8:50
  from
• 8:51
  the
• 8:51
  other
• 8:51
  European
• 8:52
  stories
• 8:53
  for
• 8:53
  TikTok
• 8:53
  shop
• 8:53
  at
• 8:54
  the
• 8:54
  moment?
• 8:54
  And
• 8:54
  especially
• 8:55
  how
• 8:55
  does
• 8:55
  it
• 8:56
  compare
• 8:56
  to
• 8:56
  the
• 8:56
  UK
• 8:57
  story?
• 8:58
  Yeah,
• 8:58
  so
• 8:59
  having
• 8:59
  the
• 9:00
  UK
• 9:00
  is
• 9:01
  really
• 9:01
  great.
• 9:01
  Right.
• 9:02
  Because
• 9:02
  it's
• 9:02
  a
• 9:03
  bit
• 9:03
  like
• 9:04
  my
• 9:05
  personal
• 9:05
  crystal
• 9:05
  ball,
• 9:06
  right.
• 9:06
  And
• 9:06
  we
• 9:06
  are
• 9:06
  not
• 9:07
  developing
• 9:07
  exactly
• 9:08
  the
• 9:08
  same,
• 9:09
  but
• 9:10
  the
• 9:11
  trajectory
• 9:11
  of
• 9:11
  TikTok
• 9:12
  shop
• 9:12
  in
• 9:12
  UK
• 9:13
  has
• 9:13
  been
• 9:13
  quite
• 9:13
  impressive.
• 9:14
  By
• 9:14
  now
• 9:14
  we've
• 9:14
  got
• 9:14
  in
• 9:15
  the
• 9:15
  UK
• 9:16
  6,000
• 9:17
  daily
• 9:18
  shopping,
• 9:18
  live
• 9:18
  streams.
• 9:19
  We
• 9:19
  have
• 9:19
  more
• 9:19
  than
• 9:20
  200,000
• 9:21
  sellers
• 9:21
  now.
• 9:22
  Compare
• 9:22
  that
• 9:22
  with
• 9:22
  a
• 9:23
  bit
• 9:23
  more
• 9:23
  than
• 9:23
  25,000
• 9:24
  we
• 9:24
  have
• 9:24
  here
• 9:24
  in
• 9:24
  Germany.
• 9:25
  So
• 9:26
  it
• 9:26
  also
• 9:26
  sets
• 9:26
  the
• 9:27
  bar
• 9:27
  quite
• 9:27
  high,
• 9:28
  Right.
• 9:28
  And
• 9:28
  it
• 9:28
  also
• 9:29
  shows
• 9:29
  where
• 9:30
  we
• 9:30
  want
• 9:30
  to
• 9:30
  go
• 9:30
  in
• 9:31
  Germany.
• 9:32
  The
• 9:32
  good
• 9:32
  thing
• 9:32
  is
• 9:32
  that
• 9:33
  we've
• 9:33
  been
• 9:34
  growing
• 9:35
  stronger
• 9:36
  than
• 9:36
  the
• 9:37
  UK
• 9:37
  right
• 9:38
  after
• 9:38
  its
• 9:38
  launch.
• 9:39
  So
• 9:40
  we
• 9:40
  obviously
• 9:41
  see
• 9:41
  that
• 9:42
  our
• 9:43
  sellers
• 9:43
  have
• 9:44
  been
• 9:44
  looking
• 9:44
  at
• 9:44
  what
• 9:45
  works
• 9:45
  in
• 9:45
  the
• 9:45
  UK
• 9:45
  and
• 9:46
  got
• 9:46
  some
• 9:46
  inspiration
• 9:47
  there.
• 9:47
  Our
• 9:47
  creators
• 9:48
  have
• 9:49
  done
• 9:49
  the
• 9:49
  same.
• 9:50
  We
• 9:51
  have
• 9:51
  learned
• 9:51
  quite
• 9:51
  a
• 9:52
  bit
• 9:52
  about
• 9:52
  how
• 9:52
  to
• 9:53
  further
• 9:53
  develop
• 9:53
  our
• 9:54
  product
• 9:55
  and
• 9:56
  I
• 9:56
  think
• 9:57
  we're
• 9:57
  therefore
• 9:57
  getting
• 9:58
  there.
• 9:58
  Right.
• 9:58
  We
• 9:59
  are
• 9:59
  probably
• 9:59
  not
• 10:00
  exactly
• 10:00
  where
• 10:00
  the
• 10:00
  UK
• 10:01
  is
• 10:01
  today,
• 10:01
  but
• 10:01
  we
• 10:02
  really
• 10:02
  aim
• 10:02
  to
• 10:02
  catch
• 10:03
  up
• 10:03
  with
• 10:03
  them
• 10:03
  very
• 10:03
  fast.
• 10:04
  We
• 10:04
  have
• 10:04
  like
• 10:04
  major
• 10:05
  brands
• 10:05
  that
• 10:05
  are
• 10:05
  successful
• 10:06
  in
• 10:06
  the
• 10:06
  uk.
• 10:06
  We
• 10:07
  already
• 10:07
  have
• 10:07
  them
• 10:07
  in
• 10:08
  Germany,
• 10:08
  like
• 10:09
  brands
• 10:09
  like
• 10:10
  Crocs
• 10:10
  or
• 10:11
  Philips
• 10:11
  or
• 10:11
  l',
• 10:12
  Oreal,
• 10:12
  Mac
• 10:12
  Cosmetics,
• 10:13
  P
• 10:14
  and
• 10:14
  G,
• 10:15
  Shark
• 10:15
  Ninja,
• 10:15
  you
• 10:16
  name
• 10:16
  them,
• 10:16
  right?
• 10:16
  Qvc.
• 10:18
  And
• 10:18
  I
• 10:18
  think
• 10:18
  there
• 10:19
  is
• 10:19
  something
• 10:19
  really
• 10:19
  in
• 10:20
  common.
• 10:20
  So
• 10:22
  this
• 10:23
  ability
• 10:23
  of
• 10:24
  those
• 10:24
  successful
• 10:24
  sellers
• 10:25
  to
• 10:26
  leverage
• 10:27
  content
• 10:27
  and
• 10:27
  content
• 10:28
  is
• 10:28
  at
• 10:28
  the
• 10:28
  core
• 10:28
  of
• 10:29
  the
• 10:29
  platform.
• 10:29
  So
• 10:30
  we
• 10:30
  really
• 10:30
  do
• 10:30
  see
• 10:30
  that
• 10:31
  also
• 10:31
  in
• 10:32
  Germany,
• 10:33
  sellers
• 10:33
  generate
• 10:34
  around
• 10:34
  60%
• 10:35
  of
• 10:35
  their
• 10:35
  revenue
• 10:36
  through
• 10:36
  shoppable,
• 10:36
  video
• 10:37
  and
• 10:37
  live
• 10:37
  shopping
• 10:38
  and
• 10:38
  some
• 10:39
  enterprise
• 10:39
  brands,
• 10:40
  which
• 10:40
  might
• 10:40
  be
• 10:40
  quite
• 10:41
  surprising.
• 10:41
  Enterprise
• 10:42
  brands,
• 10:42
  as
• 10:42
  we
• 10:43
  mentioned,
• 10:43
  they
• 10:43
  are
• 10:43
  more
• 10:43
  established.
• 10:44
  You
• 10:44
  might
• 10:44
  think
• 10:45
  they
• 10:45
  move
• 10:45
  a
• 10:45
  bit
• 10:45
  slower.
• 10:46
  You
• 10:46
  might
• 10:46
  think
• 10:47
  that
• 10:47
  adopting
• 10:48
  something
• 10:48
  like
• 10:49
  content
• 10:49
  commerce
• 10:49
  is
• 10:50
  a
• 10:50
  bit
• 10:50
  more
• 10:50
  difficult
• 10:51
  for
• 10:51
  them.
• 10:51
  But
• 10:51
  we
• 10:51
  see
• 10:52
  enterprise
• 10:52
  brands
• 10:52
  that
• 10:53
  achieve
• 10:53
  up
• 10:53
  to
• 10:54
  70%
• 10:55
  already
• 10:55
  of
• 10:57
  their
• 10:57
  revenue
• 10:58
  via
• 10:58
  content
• 10:58
  formats.
• 10:59
  I'd
• 11:00
  say
• 11:01
  the
• 11:01
  biggest
• 11:02
  areas
• 11:03
  where
• 11:03
  we
• 11:03
  want
• 11:04
  to
• 11:04
  further
• 11:04
  accelerate
• 11:05
  and
• 11:05
  where
• 11:06
  the
• 11:06
  UK
• 11:06
  is
• 11:06
  still
• 11:07
  a
• 11:07
  bit
• 11:07
  ahead
• 11:07
  of
• 11:07
  us
• 11:08
  is
• 11:08
  clearly.
• 11:09
  I
• 11:09
  mean,
• 11:09
  I
• 11:09
  mentioned
• 11:10
  the
• 11:10
  number
• 11:10
  of
• 11:11
  sellers,
• 11:11
  right,
• 11:12
  Mix
• 11:12
  of
• 11:13
  sellers
• 11:13
  I
• 11:13
  mentioned
• 11:13
  we
• 11:14
  are
• 11:14
  already
• 11:14
  getting
• 11:14
  there
• 11:14
  also
• 11:15
  with
• 11:15
  not
• 11:16
  only
• 11:16
  smaller
• 11:16
  sellers,
• 11:17
  but
• 11:17
  also
• 11:17
  established
• 11:18
  brands,
• 11:18
  but
• 11:18
  then
• 11:18
  also
• 11:19
  like
• 11:20
  on
• 11:21
  the
• 11:21
  creator
• 11:21
  ecosystem.
• 11:22
  Right.
• 11:22
  Obviously
• 11:23
  the
• 11:24
  UK
• 11:24
  creator
• 11:25
  ecosystem
• 11:25
  has
• 11:26
  matured
• 11:27
  already
• 11:28
  a
• 11:28
  bit
• 11:28
  more
• 11:28
  than
• 11:28
  here
• 11:29
  in
• 11:29
  Germany.
• 11:29
  We
• 11:29
  are
• 11:30
  getting
• 11:30
  there
• 11:30
  by
• 11:31
  building
• 11:31
  vertically
• 11:32
  creator
• 11:32
  pool
• 11:32
  tools.
• 11:32
  So
• 11:33
  creators
• 11:33
  who
• 11:33
  specialize
• 11:34
  on
• 11:34
  certain
• 11:34
  categories,
• 11:35
  subcategories,
• 11:36
  even
• 11:36
  the
• 11:37
  UK
• 11:37
  is
• 11:37
  a
• 11:37
  bit
• 11:38
  a
• 11:38
  step
• 11:38
  ahead
• 11:39
  in
• 11:39
  that.
• 11:39
  But
• 11:39
  I'm
• 11:40
  quite
• 11:40
  confident
• 11:40
  in
• 11:40
  that
• 11:41
  we
• 11:41
  are
• 11:41
  getting
• 11:41
  there
• 11:41
  quite
• 11:42
  soon
• 11:42
  too.
• 11:44
  And
• 11:44
  then.
• 11:44
  Sorry,
• 11:44
  one,
• 11:44
  sorry
• 11:45
  to
• 11:45
  interrupt
• 11:46
  you.
• 11:46
  One
• 11:46
  thing
• 11:46
  that
• 11:46
  just
• 11:47
  I
• 11:47
  want
• 11:47
  to
• 11:47
  call
• 11:47
  out
• 11:48
  is
• 11:48
  also,
• 11:48
  I
• 11:48
  think
• 11:48
  there
• 11:48
  is
• 11:49
  one
• 11:49
  key
• 11:49
  difference
• 11:50
  in
• 11:51
  the
• 11:51
  way
• 11:51
  we
• 11:52
  now
• 11:52
  launched
• 11:53
  in
• 11:53
  Europe
• 11:54
  versus
• 11:55
  the
• 11:55
  way
• 11:56
  the
• 11:56
  UK
• 11:56
  business
• 11:56
  is
• 11:57
  being
• 11:57
  operated,
• 11:57
  which
• 11:58
  is
• 11:58
  the
• 11:59
  Great
• 11:59
  thing
• 11:59
  about
• 12:00
  the
• 12:00
  EU
• 12:00
  is
• 12:01
  that
• 12:01
  you
• 12:01
  can
• 12:02
  help
• 12:02
  sellers
• 12:03
  grow
• 12:03
  across
• 12:04
  many
• 12:04
  countries.
• 12:05
  Right.
• 12:05
  While
• 12:06
  when
• 12:06
  we
• 12:06
  launched,
• 12:06
  as
• 12:06
  you
• 12:07
  rightly
• 12:07
  said,
• 12:08
  UK
• 12:08
  in
• 12:08
  2021,
• 12:09
  it
• 12:10
  was
• 12:10
  that
• 12:10
  island.
• 12:10
  Right.
• 12:11
  And
• 12:11
  sellers
• 12:12
  sold
• 12:12
  on
• 12:13
  that
• 12:13
  island.
• 12:13
  And
• 12:15
  what
• 12:16
  we
• 12:16
  actually
• 12:16
  do
• 12:16
  see
• 12:17
  in
• 12:17
  the
• 12:17
  markets
• 12:18
  that
• 12:18
  we
• 12:18
  launched
• 12:18
  now
• 12:19
  last
• 12:19
  year,
• 12:20
  like
• 12:20
  Italy,
• 12:21
  France,
• 12:21
  Germany,
• 12:22
  a
• 12:22
  couple
• 12:22
  of
• 12:22
  months
• 12:22
  before
• 12:22
  that,
• 12:23
  Spain,
• 12:24
  we
• 12:24
  see
• 12:24
  that
• 12:25
  there
• 12:25
  are
• 12:25
  many,
• 12:25
  many
• 12:25
  sellers
• 12:26
  who
• 12:27
  open
• 12:27
  up
• 12:27
  a
• 12:27
  shop
• 12:28
  in
• 12:28
  one
• 12:29
  country
• 12:29
  and
• 12:30
  then
• 12:30
  they
• 12:30
  successfully
• 12:31
  expand
• 12:31
  from
• 12:32
  that
• 12:32
  one
• 12:32
  shop
• 12:32
  registration
• 12:33
  to
• 12:33
  the
• 12:33
  other
• 12:33
  countries.
• 12:33
  And
• 12:34
  I
• 12:34
  think
• 12:34
  that's
• 12:34
  a
• 12:34
  bit
• 12:35
  special
• 12:35
  about.
• 12:36
  And
• 12:36
  different
• 12:37
  versus
• 12:38
  how
• 12:38
  we
• 12:38
  launched
• 12:39
  in
• 12:39
  the
• 12:39
  uk.
• 12:40
  Yeah.
• 12:40
  It's
• 12:41
  now
• 12:41
  more
• 12:42
  nearer
• 12:42
  to
• 12:42
  each
• 12:42
  other.
• 12:43
  Right.
• 12:43
  In
• 12:43
  terms
• 12:44
  of
• 12:44
  region,
• 12:45
  but
• 12:45
  also
• 12:46
  in
• 12:46
  terms
• 12:46
  of
• 12:46
  timing.
• 12:48
  And
• 12:48
  you
• 12:48
  can
• 12:49
  exactly
• 12:49
  what
• 12:49
  you
• 12:49
  learned
• 12:50
  in
• 12:50
  Germany
• 12:50
  right
• 12:51
  now
• 12:51
  adapt
• 12:51
  to
• 12:51
  the
• 12:51
  other
• 12:52
  countries.
• 12:52
  I
• 12:52
  mean,
• 12:52
  obviously
• 12:53
  you
• 12:53
  need
• 12:53
  to
• 12:53
  adapt
• 12:53
  it,
• 12:55
  but
• 12:55
  language
• 12:55
  w.
• 12:56
  I
• 12:56
  mean,
• 12:56
  in
• 12:57
  live
• 12:57
  commerce,
• 12:57
  how
• 12:58
  do
• 12:58
  you.
• 12:58
  How
• 12:58
  do
• 12:58
  they
• 12:59
  deal
• 12:59
  with
• 12:59
  that
• 12:59
  one?
• 13:00
  It's
• 13:00
  a.
• 13:01
  It's
• 13:01
  a
• 13:01
  brilliant
• 13:01
  question.
• 13:02
  So.
• 13:04
  And
• 13:04
  you
• 13:04
  are
• 13:04
  completely
• 13:05
  right.
• 13:05
  If,
• 13:05
  if
• 13:06
  I'm
• 13:06
  a
• 13:06
  brand
• 13:06
  that
• 13:07
  has
• 13:08
  mostly
• 13:09
  one
• 13:09
  host
• 13:10
  to
• 13:10
  do
• 13:10
  live
• 13:10
  shopping
• 13:11
  and
• 13:11
  that
• 13:11
  host
• 13:11
  happens
• 13:12
  to
• 13:12
  be,
• 13:12
  for
• 13:12
  example,
• 13:13
  the
• 13:13
  founder
• 13:13
  or
• 13:13
  just
• 13:14
  a
• 13:14
  key
• 13:15
  figure
• 13:15
  on
• 13:16
  that
• 13:16
  company,
• 13:17
  then
• 13:18
  that
• 13:18
  is
• 13:19
  difficult
• 13:19
  to
• 13:20
  translate
• 13:21
  directly
• 13:21
  into
• 13:22
  other
• 13:22
  languages.
• 13:22
  What
• 13:23
  we
• 13:23
  do
• 13:23
  see
• 13:23
  so
• 13:24
  is
• 13:24
  that
• 13:25
  we
• 13:25
  also
• 13:25
  have
• 13:26
  a
• 13:27
  flourishing
• 13:27
  ecosystem
• 13:28
  of
• 13:28
  agencies.
• 13:32
  Absolutely.
• 13:32
  And
• 13:33
  those
• 13:33
  agencies,
• 13:34
  increasingly
• 13:35
  we've
• 13:35
  got
• 13:35
  local
• 13:35
  agencies,
• 13:36
  but
• 13:36
  also
• 13:36
  agencies
• 13:37
  who
• 13:37
  set
• 13:37
  themselves
• 13:38
  up
• 13:38
  also
• 13:38
  in
• 13:38
  a
• 13:39
  pan
• 13:39
  European
• 13:40
  way.
• 13:41
  So
• 13:41
  we
• 13:41
  see
• 13:41
  many
• 13:41
  of
• 13:42
  those
• 13:42
  agencies
• 13:42
  also
• 13:43
  helping
• 13:43
  sellers
• 13:43
  to
• 13:44
  expand
• 13:44
  to
• 13:44
  other
• 13:44
  countries,
• 13:45
  finding
• 13:45
  live
• 13:45
  hosts
• 13:46
  there.
• 13:47
  And
• 13:48
  then
• 13:48
  when
• 13:48
  you
• 13:49
  go
• 13:50
  beyond
• 13:50
  life.
• 13:50
  Right.
• 13:51
  The
• 13:52
  biggest
• 13:52
  GMV
• 13:52
  contributor
• 13:53
  when
• 13:53
  it
• 13:53
  comes
• 13:53
  to
• 13:53
  content
• 13:54
  is
• 13:55
  still
• 13:56
  video.
• 13:56
  And
• 13:56
  video
• 13:56
  is
• 13:57
  mostly
• 13:57
  driven
• 13:57
  by
• 13:57
  creators
• 13:59
  in
• 13:59
  that
• 13:59
  affiliate
• 14:00
  collaboration
• 14:01
  model
• 14:02
  and
• 14:03
  creator
• 14:03
  pools.
• 14:04
  Affiliate
• 14:05
  pools
• 14:05
  have
• 14:05
  been
• 14:06
  developed
• 14:06
  by
• 14:07
  TikTok
• 14:07
  shop
• 14:07
  in
• 14:08
  all
• 14:08
  the
• 14:08
  markets
• 14:08
  that
• 14:08
  we're
• 14:08
  in.
• 14:09
  So
• 14:09
  if
• 14:09
  you
• 14:09
  are
• 14:09
  a
• 14:09
  German
• 14:09
  brand,
• 14:10
  you
• 14:10
  want
• 14:10
  to
• 14:10
  expand
• 14:11
  to
• 14:11
  France,
• 14:11
  you
• 14:12
  can
• 14:12
  connect
• 14:12
  with
• 14:13
  French
• 14:13
  creators
• 14:14
  who
• 14:14
  can
• 14:14
  promote
• 14:15
  your
• 14:15
  products.
• 14:15
  Right.
• 14:15
  So
• 14:16
  the
• 14:16
  whole
• 14:16
  point
• 14:16
  around
• 14:17
  creators,
• 14:18
  actually
• 14:19
  creator
• 14:20
  collaboration
• 14:20
  makes
• 14:20
  it
• 14:20
  quite
• 14:21
  easy
• 14:21
  to
• 14:21
  expand.
• 14:22
  And
• 14:22
  then
• 14:22
  last,
• 14:23
  not
• 14:23
  least,
• 14:24
  we
• 14:25
  help
• 14:26
  where
• 14:26
  we
• 14:26
  can
• 14:26
  with
• 14:27
  translation
• 14:28
  tools,
• 14:28
  obviously
• 14:29
  helping
• 14:29
  to
• 14:29
  translate,
• 14:30
  for
• 14:30
  example,
• 14:31
  product
• 14:31
  detail
• 14:31
  pages,
• 14:32
  et
• 14:32
  cetera.
• 14:35
  Yeah,
• 14:36
  interesting.
• 14:37
  I
• 14:38
  also
• 14:38
  find
• 14:38
  it
• 14:38
  really
• 14:39
  interesting
• 14:39
  what
• 14:39
  you
• 14:39
  said
• 14:39
  about
• 14:40
  how
• 14:40
  fast
• 14:41
  you're
• 14:41
  moving
• 14:41
  in
• 14:41
  the
• 14:41
  German
• 14:42
  market,
• 14:42
  because
• 14:43
  after
• 14:43
  all,
• 14:44
  Germany
• 14:44
  has
• 14:44
  always
• 14:44
  been
• 14:45
  the
• 14:45
  place
• 14:45
  where
• 14:45
  people
• 14:46
  said,
• 14:46
  yeah,
• 14:46
  live
• 14:46
  commerce
• 14:47
  won't
• 14:47
  work
• 14:47
  here.
• 14:48
  That's
• 14:48
  just
• 14:48
  not
• 14:49
  the
• 14:49
  culture.
• 14:50
  We're
• 14:50
  not
• 14:51
  ready
• 14:51
  for
• 14:51
  that.
• 14:54
  I
• 14:54
  can
• 14:54
  understand
• 14:54
  what
• 14:54
  you're
• 14:55
  saying
• 14:55
  because
• 14:55
  there
• 14:55
  was
• 14:55
  a
• 14:56
  lot
• 14:56
  of
• 14:56
  hype
• 14:56
  created
• 14:57
  around
• 14:57
  TikTok
• 14:57
  shop
• 14:58
  because
• 14:58
  everyone
• 14:58
  was
• 14:58
  looking
• 14:58
  to
• 14:59
  the
• 14:59
  UK
• 14:59
  and
• 14:59
  going
• 14:59
  like,
• 15:00
  what
• 15:00
  these
• 15:00
  guys
• 15:00
  are
• 15:00
  doing
• 15:00
  There,
• 15:01
  this
• 15:01
  looks
• 15:01
  interesting.
• 15:03
  And
• 15:03
  the
• 15:03
  numbers
• 15:03
  were
• 15:04
  soaring
• 15:04
  and
• 15:04
  so
• 15:04
  everyone
• 15:05
  was
• 15:05
  quite
• 15:05
  ready
• 15:06
  to
• 15:06
  try
• 15:06
  it
• 15:07
  out,
• 15:07
  I
• 15:07
  guess.
• 15:08
  Yeah,
• 15:09
  but.
• 15:10
  Well,
• 15:10
  Valerie,
• 15:10
  let's
• 15:11
  maybe
• 15:11
  move
• 15:11
  a
• 15:12
  bit
• 15:12
  to
• 15:13
  the
• 15:13
  side
• 15:13
  of
• 15:14
  how
• 15:14
  brands
• 15:14
  are
• 15:15
  doing
• 15:15
  on
• 15:15
  the
• 15:15
  platform.
• 15:16
  I
• 15:17
  mean,
• 15:17
  as
• 15:17
  you
• 15:17
  said,
• 15:18
  right,
• 15:18
  next
• 15:18
  you've
• 15:19
  got
• 15:19
  all
• 15:19
  the
• 15:19
  types
• 15:20
  on
• 15:20
  the
• 15:20
  platform
• 15:21
  like
• 15:21
  DTC
• 15:22
  startups,
• 15:23
  big
• 15:23
  global
• 15:23
  established
• 15:24
  brands,
• 15:26
  resellers,
• 15:27
  what
• 15:27
  would
• 15:27
  you
• 15:27
  say,
• 15:28
  who
• 15:28
  are
• 15:29
  actually
• 15:29
  doing
• 15:30
  well?
• 15:30
  And
• 15:30
  I
• 15:31
  mean,
• 15:31
  you
• 15:31
  already
• 15:31
  shared
• 15:32
  some
• 15:32
  numbers
• 15:33
  and
• 15:34
  who's
• 15:34
  still
• 15:34
  struggling
• 15:35
  even
• 15:35
  when
• 15:35
  they
• 15:36
  put
• 15:36
  real
• 15:36
  money
• 15:36
  in?
• 15:37
  Yeah,
• 15:38
  so
• 15:39
  that's
• 15:40
  a
• 15:40
  great
• 15:40
  question.
• 15:42
  I
• 15:42
  think
• 15:42
  the
• 15:43
  type
• 15:43
  of
• 15:44
  brand
• 15:44
  or
• 15:44
  the
• 15:44
  type
• 15:45
  of
• 15:45
  organization
• 15:46
  you
• 15:46
  are,
• 15:47
  of
• 15:47
  course
• 15:48
  it
• 15:48
  plays
• 15:48
  a
• 15:48
  role,
• 15:49
  but
• 15:50
  I
• 15:51
  do
• 15:51
  think
• 15:51
  actually
• 15:51
  it's
• 15:52
  much
• 15:52
  more
• 15:52
  important
• 15:53
  how
• 15:53
  the
• 15:53
  organization
• 15:55
  sets
• 15:55
  itself
• 15:56
  up
• 15:56
  for
• 15:57
  TikTok
• 15:57
  shop
• 15:57
  and
• 15:58
  how
• 15:58
  fast
• 15:58
  they
• 15:59
  can
• 15:59
  act.
• 15:59
  So
• 16:00
  obviously
• 16:02
  you'll
• 16:02
  see
• 16:03
  like
• 16:03
  really
• 16:03
  social
• 16:03
  native
• 16:04
  sellers
• 16:04
  who
• 16:04
  are
• 16:05
  naturally
• 16:06
  strong.
• 16:06
  Right.
• 16:07
  But
• 16:07
  it's
• 16:08
  not,
• 16:08
  maybe
• 16:09
  not
• 16:09
  so
• 16:09
  much
• 16:10
  because
• 16:10
  of
• 16:11
  whatever
• 16:11
  factor,
• 16:12
  it's
• 16:12
  just
• 16:12
  that
• 16:12
  they've
• 16:13
  been
• 16:13
  used
• 16:13
  to
• 16:13
  this
• 16:14
  kind
• 16:14
  of
• 16:14
  working
• 16:15
  in
• 16:15
  a
• 16:15
  quick
• 16:16
  agile
• 16:16
  mode.
• 16:16
  Right.
• 16:17
  They
• 16:18
  understand
• 16:18
  TikTok
• 16:19
  to
• 16:19
  some
• 16:19
  degree,
• 16:19
  have
• 16:19
  used
• 16:20
  it
• 16:20
  before
• 16:20
  as
• 16:20
  an
• 16:20
  awareness
• 16:21
  channel.
• 16:21
  And
• 16:22
  brands
• 16:22
  like,
• 16:22
  like
• 16:23
  Pumice
• 16:23
  or
• 16:24
  cfap,
• 16:25
  they
• 16:25
  have
• 16:25
  these
• 16:26
  viral
• 16:26
  trends
• 16:27
  that
• 16:27
  they
• 16:27
  can
• 16:27
  trigger.
• 16:29
  They
• 16:30
  actually
• 16:30
  are
• 16:30
  leaning
• 16:31
  into
• 16:31
  building
• 16:31
  their
• 16:31
  strong
• 16:32
  creator
• 16:32
  networks
• 16:34
  and
• 16:34
  they
• 16:34
  are
• 16:35
  absolutely
• 16:35
  ready
• 16:36
  to
• 16:36
  generate
• 16:37
  90%
• 16:37
  of
• 16:38
  their
• 16:38
  sales
• 16:38
  via
• 16:38
  video
• 16:39
  and
• 16:39
  live
• 16:39
  formats.
• 16:39
  And
• 16:40
  they
• 16:40
  understand
• 16:40
  that
• 16:40
  content
• 16:41
  is
• 16:41
  the
• 16:41
  core
• 16:41
  of
• 16:42
  the
• 16:42
  platform.
• 16:42
  But
• 16:43
  as
• 16:43
  I
• 16:43
  mentioned,
• 16:44
  there
• 16:44
  are
• 16:44
  also
• 16:44
  quite
• 16:45
  established
• 16:45
  brands.
• 16:46
  Right.
• 16:46
  I
• 16:46
  mean,
• 16:47
  you
• 16:47
  were
• 16:47
  mentioning
• 16:48
  Philips,
• 16:49
  that's
• 16:49
  a
• 16:49
  great
• 16:49
  example.
• 16:51
  It's
• 16:52
  not
• 16:52
  a
• 16:52
  social
• 16:52
  native
• 16:53
  brand.
• 16:54
  They
• 16:54
  weren't
• 16:54
  born
• 16:54
  as
• 16:55
  this,
• 16:56
  but
• 16:56
  they
• 16:57
  just
• 16:57
  really
• 16:57
  have,
• 16:57
  I
• 16:58
  think,
• 16:58
  a
• 16:58
  strong
• 16:59
  team
• 16:59
  and
• 16:59
  they
• 16:59
  really
• 17:00
  buy
• 17:00
  into
• 17:00
  the
• 17:00
  vision.
• 17:02
  So
• 17:03
  I
• 17:03
  do
• 17:03
  think
• 17:04
  that
• 17:04
  it's
• 17:05
  really
• 17:05
  much
• 17:05
  more
• 17:06
  how
• 17:07
  an
• 17:07
  organization
• 17:08
  sets
• 17:08
  itself
• 17:09
  up
• 17:09
  and
• 17:09
  it's
• 17:09
  also
• 17:09
  not
• 17:10
  so
• 17:10
  much
• 17:10
  dependent
• 17:10
  on
• 17:11
  a
• 17:11
  single
• 17:11
  category.
• 17:12
  We've
• 17:12
  got
• 17:13
  Pepsi,
• 17:14
  who
• 17:14
  uses
• 17:15
  TikTok
• 17:15
  shop
• 17:15
  as
• 17:15
  a
• 17:16
  test
• 17:16
  laboratory,
• 17:17
  like
• 17:17
  as
• 17:17
  of
• 17:17
  to
• 17:18
  pilot
• 17:18
  product
• 17:19
  launches.
• 17:19
  We
• 17:20
  do
• 17:20
  have
• 17:20
  electronics
• 17:21
  brands
• 17:21
  like
• 17:21
  Shark
• 17:22
  Ninja.
• 17:22
  They're
• 17:23
  going
• 17:23
  all
• 17:23
  in
• 17:23
  with
• 17:24
  live
• 17:24
  with
• 17:24
  collaboration
• 17:25
  with
• 17:25
  creators.
• 17:26
  We've
• 17:26
  got
• 17:26
  even
• 17:26
  heritage
• 17:27
  brands
• 17:27
  like
• 17:27
  Czech
• 17:28
  Wolfskin.
• 17:28
  Right.
• 17:29
  So
• 17:30
  it's
• 17:30
  not
• 17:30
  so
• 17:31
  much,
• 17:31
  I
• 17:31
  wouldn't
• 17:31
  say,
• 17:32
  it's
• 17:32
  like
• 17:33
  you
• 17:34
  should
• 17:34
  look
• 17:34
  at
• 17:34
  your
• 17:34
  brand
• 17:35
  and
• 17:35
  say,
• 17:35
  well,
• 17:35
  we
• 17:36
  were
• 17:36
  just
• 17:36
  not
• 17:37
  born
• 17:37
  for
• 17:37
  TikTok
• 17:38
  shop.
• 17:38
  Right.
• 17:38
  It's
• 17:39
  more
• 17:39
  what
• 17:39
  you
• 17:39
  make
• 17:39
  of
• 17:39
  it.
• 17:40
  Yeah.
• 17:40
  What
• 17:41
  I
• 17:41
  also
• 17:41
  sometimes
• 17:41
  see
• 17:42
  is
• 17:42
  really
• 17:42
  when
• 17:43
  I
• 17:43
  talk
• 17:43
  to
• 17:43
  brands,
• 17:44
  they
• 17:44
  were
• 17:44
  like,
• 17:44
  oh
• 17:44
  yeah,
• 17:44
  we
• 17:44
  got
• 17:45
  connected
• 17:45
  on
• 17:45
  Shopify
• 17:46
  and
• 17:47
  then
• 17:47
  we
• 17:47
  don't
• 17:47
  have
• 17:48
  sales
• 17:48
  now.
• 17:48
  And
• 17:49
  I'm
• 17:49
  like,
• 17:49
  yeah,
• 17:49
  but
• 17:49
  do
• 17:50
  you
• 17:50
  do
• 17:50
  anything
• 17:50
  else?
• 17:51
  And
• 17:51
  he's
• 17:51
  like,
• 17:51
  no.
• 17:51
  I
• 17:51
  was
• 17:52
  like,
• 17:52
  yeah,
• 17:53
  yeah,
• 17:53
  it's
• 17:53
  not.
• 17:54
  Working
• 17:54
  like
• 17:54
  any
• 17:54
  other
• 17:55
  marketplace.
• 17:55
  There
• 17:56
  is
• 17:56
  this
• 17:56
  big
• 17:56
  difference
• 17:57
  also,
• 17:57
  which
• 17:57
  I
• 17:57
  realized
• 17:58
  in
• 17:58
  the
• 17:58
  talk
• 17:58
  with
• 17:59
  Stephanie
• 18:00
  is
• 18:00
  that
• 18:01
  the
• 18:01
  need
• 18:02
  of
• 18:02
  agencies
• 18:03
  who
• 18:03
  supporting
• 18:04
  you
• 18:04
  with
• 18:04
  the
• 18:04
  right
• 18:05
  knowledge,
• 18:06
  the
• 18:06
  speed,
• 18:06
  the
• 18:07
  people
• 18:08
  is
• 18:08
  really
• 18:08
  necessary.
• 18:10
  And
• 18:10
  I
• 18:10
  think
• 18:10
  this
• 18:10
  is
• 18:11
  also
• 18:11
  something
• 18:11
  which
• 18:11
  is
• 18:12
  really
• 18:13
  common
• 18:13
  for
• 18:13
  also
• 18:15
  Chinese
• 18:15
  platforms
• 18:16
  is
• 18:17
  this
• 18:17
  partner
• 18:18
  setup.
• 18:19
  Right.
• 18:20
  So
• 18:21
  that's,
• 18:21
  I
• 18:21
  think,
• 18:22
  quite
• 18:23
  necessary.
• 18:24
  And
• 18:24
  as
• 18:24
  well
• 18:24
  the
• 18:25
  willingness
• 18:25
  of
• 18:25
  the
• 18:26
  C
• 18:26
  level
• 18:26
  to
• 18:27
  really
• 18:27
  get
• 18:28
  things
• 18:28
  going
• 18:29
  and
• 18:29
  believe
• 18:29
  in
• 18:30
  it.
• 18:30
  And
• 18:30
  also
• 18:31
  let
• 18:32
  the
• 18:32
  team
• 18:32
  try
• 18:33
  out
• 18:33
  this,
• 18:33
  like
• 18:34
  six
• 18:34
  months
• 18:35
  till
• 18:36
  they
• 18:36
  realize,
• 18:36
  okay,
• 18:37
  now
• 18:37
  it's
• 18:37
  working.
• 18:38
  And
• 18:38
  now
• 18:38
  it's
• 18:38
  like,
• 18:38
  you
• 18:39
  know
• 18:39
  that
• 18:39
  because
• 18:39
  sometimes
• 18:40
  that's
• 18:40
  also
• 18:40
  like,
• 18:40
  oh,
• 18:41
  we're
• 18:41
  three
• 18:41
  months
• 18:41
  doing
• 18:42
  it,
• 18:42
  there's
• 18:42
  nothing
• 18:42
  happen.
• 18:43
  So
• 18:44
  like,
• 18:44
  let's
• 18:45
  cut
• 18:45
  it
• 18:45
  down.
• 18:45
  So
• 18:45
  like,
• 18:46
  yeah,
• 18:46
  okay.
• 18:46
  But
• 18:46
  they
• 18:47
  need
• 18:47
  to
• 18:47
  trust
• 18:47
  the
• 18:48
  investor.
• 18:48
  Time
• 18:49
  to
• 18:49
  really
• 18:49
  prove
• 18:50
  and
• 18:51
  learn
• 18:51
  and
• 18:51
  adapt
• 18:52
  how
• 18:53
  it
• 18:53
  works.
• 18:53
  Right?
• 18:55
  Yeah,
• 18:56
  I
• 18:56
  think
• 18:56
  maybe.
• 18:57
  Sorry,
• 18:57
  just
• 18:57
  to
• 18:57
  add
• 18:58
  here,
• 18:58
  I
• 18:58
  think
• 18:59
  you're
• 19:00
  spot
• 19:00
  on
• 19:00
  with
• 19:00
  that
• 19:01
  also
• 19:01
  regarding
• 19:02
  the
• 19:02
  time
• 19:02
  horizon.
• 19:03
  Right.
• 19:03
  And
• 19:04
  I
• 19:04
  think,
• 19:04
  for
• 19:04
  example,
• 19:05
  TikTok
• 19:05
  shop
• 19:05
  is
• 19:05
  a
• 19:05
  lot
• 19:05
  about
• 19:06
  visibility,
• 19:07
  also
• 19:07
  awareness.
• 19:08
  Now,
• 19:09
  if
• 19:10
  you
• 19:10
  think
• 19:10
  of
• 19:10
  other
• 19:10
  awareness
• 19:11
  channels,
• 19:11
  right.
• 19:12
  I
• 19:12
  mean,
• 19:12
  I
• 19:12
  think
• 19:12
  if
• 19:12
  you,
• 19:13
  if
• 19:13
  you
• 19:13
  think
• 19:13
  of
• 19:13
  SEO,
• 19:14
  for
• 19:14
  example,
• 19:14
  search
• 19:15
  engine
• 19:15
  optimization,
• 19:16
  there
• 19:16
  are,
• 19:17
  I
• 19:17
  think
• 19:17
  there
• 19:17
  are,
• 19:18
  there
• 19:18
  are
• 19:18
  a
• 19:18
  few
• 19:19
  out
• 19:19
  there
• 19:19
  who
• 19:19
  say,
• 19:20
  no,
• 19:20
  I'm
• 19:20
  going
• 19:20
  to
• 19:21
  create
• 19:21
  that
• 19:21
  website.
• 19:21
  Right.
• 19:22
  And
• 19:22
  I
• 19:22
  expect
• 19:23
  to
• 19:24
  show
• 19:24
  up
• 19:24
  in
• 19:25
  say
• 19:25
  your
• 19:26
  favorite
• 19:26
  search
• 19:27
  and
• 19:27
  in
• 19:27
  top
• 19:27
  10
• 19:28
  tomorrow.
• 19:29
  Right.
• 19:29
  So
• 19:29
  you
• 19:30
  really
• 19:30
  have
• 19:30
  to
• 19:30
  invest
• 19:31
  and
• 19:31
  build
• 19:31
  it.
• 19:31
  Right.
• 19:32
  I
• 19:32
  mean,
• 19:32
  the
• 19:32
  price
• 19:32
  is
• 19:33
  really
• 19:33
  high
• 19:33
  because
• 19:33
  the
• 19:34
  platform
• 19:34
  reach
• 19:34
  is
• 19:34
  huge,
• 19:35
  as
• 19:35
  I
• 19:35
  mentioned.
• 19:36
  But
• 19:36
  it's
• 19:36
  clearly
• 19:37
  something
• 19:37
  that
• 19:37
  you
• 19:37
  need
• 19:37
  to,
• 19:38
  like,
• 19:38
  you
• 19:39
  need
• 19:39
  to
• 19:39
  lean
• 19:39
  in
• 19:39
  and
• 19:40
  you
• 19:40
  need
• 19:40
  to
• 19:40
  lean
• 19:41
  in
• 19:41
  for
• 19:41
  more
• 19:41
  than
• 19:41
  a
• 19:42
  week.
• 19:42
  Right.
• 19:42
  It's
• 19:43
  something
• 19:43
  that
• 19:43
  also
• 19:44
  grows
• 19:45
  as
• 19:45
  you
• 19:45
  continuously
• 19:46
  invest
• 19:46
  and
• 19:47
  build
• 19:47
  your
• 19:47
  presence
• 19:47
  on
• 19:48
  TikTok
• 19:48
  shop.
• 19:49
  Yeah.
• 19:50
  And
• 19:50
  that's
• 19:50
  also
• 19:50
  comparable
• 19:51
  to
• 19:51
  the
• 19:51
  marketplace
• 19:52
  business,
• 19:52
  right.
• 19:52
  If
• 19:53
  we
• 19:53
  tell
• 19:53
  someone
• 19:54
  like,
• 19:54
  hey,
• 19:54
  yeah,
• 19:54
  start
• 19:54
  with
• 19:55
  this
• 19:55
  new
• 19:55
  channel,
• 19:55
  then
• 19:56
  you
• 19:56
  also
• 19:56
  need
• 19:56
  to
• 19:56
  give
• 19:56
  it
• 19:57
  like
• 19:57
  time,
• 19:57
  three
• 19:58
  to
• 19:58
  six
• 19:58
  months
• 19:59
  to
• 19:59
  get
• 20:00
  things
• 20:00
  going
• 20:00
  and
• 20:01
  online
• 20:01
  before
• 20:02
  you
• 20:02
  can
• 20:02
  even.
• 20:02
  Say
• 20:02
  that
• 20:03
  channel
• 20:03
  is
• 20:03
  working
• 20:03
  for
• 20:04
  me
• 20:04
  or
• 20:04
  it
• 20:04
  is
• 20:04
  not.
• 20:07
  Yeah,
• 20:07
  but
• 20:07
  I
• 20:07
  mean,
• 20:08
  speaking
• 20:08
  on
• 20:08
  that,
• 20:09
  because
• 20:09
  we
• 20:09
  had,
• 20:10
  especially
• 20:10
  in
• 20:10
  the
• 20:10
  German
• 20:11
  market,
• 20:11
  there
• 20:11
  were
• 20:11
  a
• 20:11
  few
• 20:13
  brands
• 20:14
  that
• 20:14
  went
• 20:14
  out
• 20:14
  again
• 20:14
  after
• 20:15
  a
• 20:15
  very
• 20:15
  short
• 20:15
  period
• 20:16
  of
• 20:16
  time,
• 20:17
  say,
• 20:17
  yeah,
• 20:17
  it's
• 20:17
  not
• 20:17
  working
• 20:18
  for
• 20:18
  us.
• 20:19
  Have
• 20:19
  you
• 20:19
  been.
• 20:20
  How
• 20:20
  are
• 20:20
  you
• 20:21
  reacting
• 20:21
  to
• 20:22
  these
• 20:22
  kind
• 20:22
  of
• 20:23
  very
• 20:23
  short
• 20:23
  dropouts?
• 20:24
  Are
• 20:24
  you
• 20:24
  getting
• 20:25
  back
• 20:25
  into
• 20:25
  contact
• 20:26
  or
• 20:26
  you.
• 20:27
  How
• 20:27
  can
• 20:27
  you
• 20:28
  convince
• 20:28
  those
• 20:29
  maybe
• 20:29
  that
• 20:30
  maybe
• 20:30
  tried
• 20:30
  it
• 20:31
  out
• 20:31
  but
• 20:31
  then
• 20:32
  found
• 20:32
  out
• 20:32
  that
• 20:32
  it
• 20:33
  didn't
• 20:33
  work
• 20:33
  for
• 20:33
  them
• 20:33
  the
• 20:34
  first
• 20:35
  two
• 20:35
  months
• 20:35
  or
• 20:35
  something?
• 20:36
  Yeah,
• 20:37
  I
• 20:38
  think
• 20:38
  the
• 20:39
  most
• 20:39
  fundamental
• 20:40
  question
• 20:41
  is,
• 20:42
  I
• 20:42
  guess,
• 20:43
  are
• 20:43
  your
• 20:43
  customers
• 20:44
  on
• 20:44
  TikTok?
• 20:45
  And
• 20:46
  if
• 20:46
  I
• 20:46
  look
• 20:46
  at
• 20:46
  the
• 20:47
  reach
• 20:48
  again,
• 20:48
  27
• 20:49
  million
• 20:49
  monthly
• 20:50
  active
• 20:50
  users,
• 20:51
  the
• 20:51
  likelihood
• 20:52
  that
• 20:53
  your
• 20:53
  customers
• 20:53
  are
• 20:54
  among
• 20:54
  those
• 20:54
  27
• 20:55
  million
• 20:55
  is
• 20:56
  just
• 20:56
  very,
• 20:57
  very,
• 20:57
  very
• 20:57
  high.
• 20:58
  So
• 20:58
  your
• 20:59
  target
• 21:00
  audience
• 21:00
  is
• 21:00
  there.
• 21:01
  And
• 21:02
  then
• 21:02
  I
• 21:03
  think
• 21:03
  it
• 21:03
  really
• 21:03
  depends
• 21:04
  on
• 21:05
  what
• 21:06
  operating
• 21:06
  model
• 21:07
  do
• 21:07
  you
• 21:07
  choose.
• 21:08
  Right.
• 21:08
  Do
• 21:09
  you
• 21:09
  have
• 21:09
  a
• 21:09
  clear
• 21:09
  strategy
• 21:10
  for
• 21:11
  your
• 21:12
  assortment?
• 21:12
  Do
• 21:13
  you
• 21:13
  have
• 21:13
  a
• 21:13
  clear
• 21:13
  strategy
• 21:13
  for
• 21:14
  content?
• 21:14
  And
• 21:15
  then
• 21:16
  do
• 21:16
  you
• 21:17
  leverage
• 21:18
  our
• 21:18
  campaigns?
• 21:19
  And
• 21:20
  yes,
• 21:21
  we
• 21:21
  are
• 21:21
  in
• 21:21
  touch
• 21:22
  with
• 21:22
  many
• 21:23
  who
• 21:24
  actually
• 21:25
  are
• 21:25
  considering
• 21:25
  to
• 21:25
  onboard.
• 21:26
  And
• 21:27
  sometimes
• 21:27
  this
• 21:27
  really
• 21:27
  takes
• 21:28
  a
• 21:28
  bit.
• 21:28
  Right.
• 21:28
  Because
• 21:28
  organizations
• 21:29
  really
• 21:29
  have
• 21:29
  to
• 21:30
  figure
• 21:30
  out
• 21:30
  who
• 21:30
  should
• 21:30
  be
• 21:31
  the
• 21:31
  best
• 21:31
  owner
• 21:31
  in
• 21:31
  the
• 21:32
  company.
• 21:32
  What
• 21:32
  would
• 21:33
  be
• 21:33
  their
• 21:33
  product
• 21:34
  strategy,
• 21:35
  where
• 21:35
  should
• 21:35
  they
• 21:35
  put
• 21:36
  it?
• 21:36
  Marketing,
• 21:37
  E
• 21:37
  commerce.
• 21:38
  You
• 21:39
  already
• 21:39
  indicated
• 21:40
  that
• 21:40
  question.
• 21:41
  And
• 21:41
  then
• 21:43
  if
• 21:43
  someone
• 21:44
  failed,
• 21:45
  it's
• 21:45
  also
• 21:46
  good
• 21:46
  to
• 21:46
  just
• 21:46
  do
• 21:47
  a
• 21:47
  check
• 21:48
  which
• 21:48
  of
• 21:48
  those
• 21:49
  things
• 21:49
  actually
• 21:49
  was
• 21:49
  missing?
• 21:50
  Did
• 21:50
  you
• 21:51
  go
• 21:51
  in
• 21:51
  without
• 21:52
  a
• 21:52
  clear
• 21:52
  idea
• 21:53
  what
• 21:53
  your
• 21:54
  we
• 21:54
  call
• 21:54
  it
• 21:54
  hero
• 21:55
  product
• 21:55
  should
• 21:55
  be?
• 21:55
  Right.
• 21:56
  Products
• 21:56
  that
• 21:56
  you
• 21:56
  focus
• 21:57
  on
• 21:57
  and
• 21:57
  that
• 21:57
  you
• 21:58
  try
• 21:58
  to
• 21:58
  push
• 21:59
  a
• 21:59
  lot
• 21:59
  via
• 21:59
  content?
• 22:00
  Or
• 22:01
  did
• 22:01
  you
• 22:01
  have
• 22:02
  a
• 22:03
  content
• 22:03
  strategy
• 22:04
  that
• 22:04
  really
• 22:04
  was
• 22:04
  built
• 22:04
  on
• 22:05
  a
• 22:05
  strong
• 22:06
  creator
• 22:06
  community
• 22:07
  like
• 22:07
  these
• 22:07
  things?
• 22:07
  And
• 22:08
  we
• 22:08
  reflect
• 22:09
  on
• 22:09
  that
• 22:09
  regularly.
• 22:10
  Also,
• 22:10
  the
• 22:11
  platform
• 22:11
  has,
• 22:11
  even
• 22:12
  though
• 22:12
  we
• 22:12
  are
• 22:12
  only
• 22:12
  here
• 22:13
  for
• 22:13
  a
• 22:13
  bit
• 22:13
  more
• 22:13
  than
• 22:13
  a
• 22:14
  year.
• 22:14
  Right.
• 22:14
  The
• 22:14
  platform
• 22:14
  itself
• 22:15
  has
• 22:15
  further
• 22:15
  developed.
• 22:16
  Right.
• 22:16
  And
• 22:17
  some
• 22:17
  sellers
• 22:18
  who
• 22:18
  joined
• 22:18
  us
• 22:19
  in
• 22:19
  the
• 22:19
  very
• 22:20
  first
• 22:20
  one
• 22:20
  or
• 22:20
  two
• 22:20
  weeks,
• 22:21
  like
• 22:21
  back
• 22:22
  in
• 22:22
  April.
• 22:22
  Right.
• 22:22
  I
• 22:23
  mean
• 22:23
  they
• 22:23
  probably
• 22:24
  had
• 22:24
  a
• 22:24
  very
• 22:24
  different
• 22:24
  experience
• 22:25
  than
• 22:26
  what
• 22:26
  they'll
• 22:26
  find
• 22:26
  now
• 22:27
  in
• 22:27
  terms
• 22:27
  of
• 22:28
  what
• 22:28
  tools
• 22:28
  are
• 22:29
  available,
• 22:29
  how
• 22:29
  many
• 22:30
  users
• 22:30
  are
• 22:30
  buying,
• 22:32
  what's
• 22:32
  the
• 22:32
  majority
• 22:33
  of
• 22:33
  creators
• 22:34
  in
• 22:34
  certain
• 22:34
  vertical
• 22:34
  pools.
• 22:37
  Yeah,
• 22:37
  absolutely.
• 22:38
  And
• 22:40
  we
• 22:40
  do
• 22:40
  have
• 22:40
  obviously
• 22:41
  as
• 22:41
  we
• 22:41
  continue
• 22:42
  to
• 22:42
  grow
• 22:42
  and
• 22:42
  establish
• 22:43
  ourselves
• 22:43
  further,
• 22:44
  we
• 22:44
  collect
• 22:45
  grade
• 22:45
  cases.
• 22:46
  Right.
• 22:46
  That's
• 22:47
  also
• 22:47
  something.
• 22:47
  And
• 22:48
  those
• 22:48
  cases
• 22:49
  actually
• 22:49
  then
• 22:50
  inspire
• 22:50
  again
• 22:51
  other
• 22:51
  sellers.
• 22:51
  Right.
• 22:54
  I
• 22:55
  think
• 22:55
  it
• 22:55
  was
• 22:55
  very
• 22:56
  nicely
• 22:56
  put
• 22:56
  at
• 22:57
  K5
• 22:58
  two
• 22:58
  weeks
• 22:58
  ago,
• 22:59
  like
• 22:59
  Francisca
• 23:00
  from
• 23:01
  Glow25
• 23:02
  said
• 23:02
  when
• 23:02
  they
• 23:02
  started
• 23:03
  it
• 23:03
  was
• 23:03
  really
• 23:04
  difficult
• 23:04
  in
• 23:04
  Germany,
• 23:05
  like
• 23:05
  right
• 23:05
  after
• 23:05
  launch
• 23:06
  because
• 23:06
  there
• 23:06
  was
• 23:07
  no
• 23:07
  clear
• 23:07
  playbook.
• 23:08
  Right.
• 23:08
  And
• 23:08
  she
• 23:08
  says
• 23:09
  it's
• 23:09
  actually
• 23:10
  much
• 23:10
  easier
• 23:10
  now
• 23:10
  to
• 23:10
  start
• 23:12
  because
• 23:12
  there
• 23:12
  are
• 23:12
  successful
• 23:13
  examples
• 23:15
  in
• 23:15
  almost
• 23:15
  all
• 23:16
  categories.
• 23:18
  That's
• 23:19
  interesting.
• 23:19
  I
• 23:20
  mean,
• 23:20
  focusing
• 23:21
  up
• 23:21
  on
• 23:21
  that
• 23:22
  because
• 23:22
  you
• 23:23
  mentioned
• 23:23
  now
• 23:23
  a
• 23:23
  few
• 23:24
  things
• 23:24
  that
• 23:24
  brands
• 23:26
  can
• 23:26
  do
• 23:26
  wrong
• 23:27
  in
• 23:27
  the
• 23:27
  beginning.
• 23:27
  And
• 23:28
  one
• 23:28
  might
• 23:28
  be
• 23:28
  don't
• 23:29
  not
• 23:29
  give
• 23:29
  it
• 23:30
  enough
• 23:30
  time
• 23:30
  to
• 23:31
  develop
• 23:31
  because
• 23:32
  that
• 23:32
  is
• 23:33
  just
• 23:33
  one
• 23:33
  of
• 23:33
  the
• 23:33
  rules
• 23:34
  for
• 23:34
  social
• 23:34
  commerce,
• 23:34
  that
• 23:35
  it
• 23:35
  needs
• 23:35
  to
• 23:35
  add
• 23:35
  a
• 23:36
  bit
• 23:36
  of
• 23:36
  time
• 23:36
  to
• 23:36
  simmer
• 23:37
  in
• 23:37
  a
• 23:37
  way.
• 23:38
  The
• 23:38
  other
• 23:38
  might
• 23:38
  be
• 23:39
  not
• 23:40
  really
• 23:40
  focusing
• 23:40
  on
• 23:40
  the
• 23:41
  content
• 23:41
  or
• 23:41
  not
• 23:41
  understanding
• 23:42
  that
• 23:42
  this
• 23:42
  is
• 23:42
  a
• 23:43
  content,
• 23:43
  content
• 23:43
  based
• 23:43
  platform
• 23:44
  and
• 23:44
  that
• 23:45
  shopping
• 23:45
  is
• 23:45
  sort
• 23:45
  of
• 23:46
  the
• 23:46
  aftermath
• 23:47
  of
• 23:47
  that.
• 23:49
  What
• 23:49
  else
• 23:50
  have
• 23:50
  you
• 23:51
  encountered
• 23:51
  what
• 23:52
  kind
• 23:52
  of
• 23:52
  mistakes
• 23:52
  do
• 23:53
  brands
• 23:54
  make,
• 23:54
  especially
• 23:54
  brands
• 23:55
  that
• 23:55
  might
• 23:55
  be,
• 23:56
  you
• 23:56
  know,
• 23:56
  strong
• 23:56
  in
• 23:57
  their
• 23:57
  marketplace
• 23:57
  business
• 23:58
  and
• 23:58
  now
• 23:58
  come
• 23:58
  to
• 23:58
  TikTok
• 23:59
  shop
• 23:59
  and
• 23:59
  don't
• 24:00
  know
• 24:00
  how
• 24:00
  to
• 24:00
  adapt
• 24:01
  to
• 24:01
  this
• 24:01
  new
• 24:01
  platform
• 24:02
  and
• 24:02
  its
• 24:02
  new
• 24:02
  neurals.
• 24:03
  Yeah.
• 24:04
  So
• 24:04
  I
• 24:04
  think
• 24:05
  two
• 24:05
  things
• 24:05
  you
• 24:05
  mentioned,
• 24:05
  and
• 24:06
  I'm
• 24:06
  just
• 24:06
  going
• 24:06
  to
• 24:06
  recap
• 24:07
  because
• 24:07
  they
• 24:07
  are
• 24:08
  really
• 24:08
  important,
• 24:08
  they
• 24:08
  are
• 24:08
  spot
• 24:09
  on.
• 24:09
  So
• 24:09
  one
• 24:09
  is
• 24:10
  to
• 24:10
  be
• 24:10
  very
• 24:10
  well
• 24:11
  aware
• 24:11
  it's
• 24:11
  not
• 24:11
  a
• 24:12
  fire
• 24:12
  and
• 24:12
  forget
• 24:13
  platform.
• 24:13
  It's
• 24:14
  not
• 24:14
  like
• 24:14
  you
• 24:14
  list
• 24:14
  your
• 24:15
  product
• 24:15
  and
• 24:15
  then
• 24:16
  you
• 24:16
  set
• 24:16
  up
• 24:16
  some
• 24:17
  advertising
• 24:18
  campaign
• 24:19
  that
• 24:19
  spends
• 24:20
  and
• 24:20
  that's
• 24:20
  it.
• 24:20
  But
• 24:20
  it's
• 24:21
  really
• 24:21
  about
• 24:21
  content.
• 24:22
  That's
• 24:22
  what
• 24:22
  you
• 24:22
  just
• 24:23
  said.
• 24:23
  It's
• 24:23
  really
• 24:24
  like
• 24:25
  the
• 24:26
  reason
• 24:26
  why
• 24:26
  users
• 24:28
  go
• 24:28
  to
• 24:28
  TikTok
• 24:29
  is
• 24:30
  because
• 24:30
  they
• 24:30
  love
• 24:30
  the
• 24:31
  content
• 24:31
  and
• 24:32
  that's
• 24:32
  a
• 24:32
  huge
• 24:32
  opportunity.
• 24:33
  But
• 24:33
  that
• 24:33
  also
• 24:34
  implies
• 24:34
  that
• 24:34
  there's
• 24:35
  a
• 24:35
  task
• 24:35
  to
• 24:35
  have
• 24:35
  a
• 24:36
  content
• 24:36
  strategy.
• 24:37
  The
• 24:37
  second
• 24:37
  one,
• 24:37
  exactly,
• 24:38
  as
• 24:38
  you
• 24:38
  also
• 24:38
  said,
• 24:39
  is
• 24:39
  like,
• 24:39
  what's
• 24:40
  your
• 24:40
  time
• 24:40
  horizon
• 24:41
  to
• 24:41
  come
• 24:41
  up
• 24:41
  with
• 24:41
  a
• 24:41
  strategy?
• 24:42
  Right.
• 24:42
  You
• 24:42
  build
• 24:43
  something
• 24:43
  strategically.
• 24:44
  You
• 24:44
  don't
• 24:44
  go
• 24:44
  in
• 24:44
  after
• 24:45
  and
• 24:45
  after
• 24:45
  a
• 24:45
  week,
• 24:45
  you
• 24:46
  judge,
• 24:46
  but
• 24:46
  you
• 24:46
  build.
• 24:46
  You
• 24:47
  create
• 24:47
  a
• 24:47
  community.
• 24:48
  You
• 24:49
  test
• 24:49
  what
• 24:49
  the
• 24:49
  hero
• 24:49
  products
• 24:50
  are.
• 24:50
  And
• 24:50
  there
• 24:50
  are
• 24:50
  two
• 24:51
  more
• 24:51
  things
• 24:51
  that
• 24:52
  I
• 24:52
  think
• 24:53
  some
• 24:53
  brands
• 24:54
  underestimate
• 24:55
  when
• 24:55
  they
• 24:55
  start.
• 24:55
  One
• 24:56
  is
• 24:58
  community
• 24:59
  really
• 24:59
  is
• 25:00
  a
• 25:00
  trust
• 25:00
  layer
• 25:00
  and
• 25:01
  community.
• 25:02
  And
• 25:02
  I'm,
• 25:03
  I'm
• 25:04
  referring
• 25:04
  to
• 25:04
  both
• 25:04
  the
• 25:05
  end
• 25:06
  customer
• 25:06
  community
• 25:06
  that
• 25:07
  you
• 25:07
  built
• 25:07
  on
• 25:07
  TikTok
• 25:08
  shop,
• 25:08
  right?
• 25:08
  Your
• 25:08
  followers,
• 25:09
  on
• 25:09
  your
• 25:09
  account,
• 25:10
  your
• 25:10
  fans.
• 25:11
  But
• 25:11
  I'm
• 25:12
  also
• 25:12
  particularly
• 25:12
  referring
• 25:13
  to
• 25:13
  the
• 25:13
  creators,
• 25:15
  also
• 25:15
  your
• 25:15
  creator
• 25:16
  community,
• 25:16
  they're
• 25:16
  really
• 25:17
  an
• 25:17
  asset.
• 25:18
  And
• 25:18
  those
• 25:18
  brands
• 25:19
  that
• 25:19
  we
• 25:19
  see
• 25:20
  that
• 25:21
  grow
• 25:21
  strongly,
• 25:22
  they've
• 25:22
  understood
• 25:23
  it
• 25:23
  and
• 25:23
  they
• 25:23
  build
• 25:24
  a
• 25:24
  pool,
• 25:24
  a
• 25:24
  community
• 25:25
  of
• 25:25
  creators
• 25:26
  and
• 25:29
  they
• 25:29
  keep
• 25:29
  them
• 25:30
  quite
• 25:30
  tight,
• 25:30
  right?
• 25:31
  So
• 25:31
  they,
• 25:33
  they
• 25:33
  provide
• 25:33
  them
• 25:33
  with
• 25:34
  new
• 25:34
  information,
• 25:34
  they
• 25:35
  provide
• 25:35
  them
• 25:35
  with
• 25:35
  certain
• 25:36
  challenges,
• 25:37
  incentives
• 25:37
  to
• 25:37
  do
• 25:38
  content
• 25:38
  and
• 25:38
  provide
• 25:38
  them
• 25:39
  with
• 25:39
  briefing,
• 25:39
  they
• 25:39
  provide
• 25:40
  them
• 25:40
  with
• 25:40
  experience,
• 25:41
  can
• 25:41
  even
• 25:41
  be
• 25:41
  offline
• 25:42
  events.
• 25:42
  And
• 25:43
  these
• 25:43
  creators,
• 25:44
  the
• 25:44
  great
• 25:44
  thing
• 25:44
  about
• 25:45
  these
• 25:45
  creators
• 25:45
  is
• 25:46
  they
• 25:46
  sometimes
• 25:47
  know
• 25:47
  more
• 25:48
  about
• 25:48
  the
• 25:49
  brand's
• 25:49
  products
• 25:50
  than
• 25:50
  the
• 25:51
  brand
• 25:51
  team
• 25:51
  actually
• 25:51
  knows.
• 25:52
  They
• 25:52
  know
• 25:52
  exactly
• 25:53
  what
• 25:53
  are
• 25:54
  the
• 25:54
  strengths,
• 25:54
  what
• 25:54
  are
• 25:55
  the
• 25:55
  weaknesses,
• 25:55
  what
• 25:56
  stories
• 25:56
  work
• 25:56
  about
• 25:57
  the
• 25:57
  product,
• 25:57
  what
• 25:58
  stories
• 25:58
  don't
• 25:59
  work.
• 25:59
  And
• 25:59
  they
• 25:59
  are
• 25:59
  often
• 26:00
  much
• 26:00
  closer
• 26:00
  to
• 26:01
  the
• 26:01
  end
• 26:01
  customers,
• 26:02
  to
• 26:02
  the
• 26:02
  fans,
• 26:03
  than
• 26:03
  the
• 26:03
  brand
• 26:03
  team
• 26:03
  is.
• 26:04
  Right.
• 26:04
  Few
• 26:05
  brand
• 26:05
  teams
• 26:05
  interact
• 26:06
  at
• 26:06
  that
• 26:06
  scale
• 26:07
  with
• 26:07
  end
• 26:07
  customers
• 26:08
  and
• 26:08
  get
• 26:08
  at
• 26:08
  that
• 26:09
  scale,
• 26:09
  direct
• 26:10
  feedback
• 26:10
  and
• 26:11
  can
• 26:11
  test
• 26:11
  out
• 26:11
  and
• 26:12
  try
• 26:12
  things.
• 26:12
  So
• 26:13
  the
• 26:13
  creator
• 26:13
  pool
• 26:14
  is
• 26:14
  a
• 26:14
  real
• 26:14
  asset.
• 26:15
  And
• 26:16
  I
• 26:16
  love
• 26:16
  saying
• 26:17
  that.
• 26:17
  I
• 26:18
  think
• 26:18
  over
• 26:18
  the
• 26:18
  past
• 26:18
  10
• 26:19
  years,
• 26:20
  many
• 26:21
  brands
• 26:21
  have
• 26:21
  put
• 26:22
  quite
• 26:22
  some
• 26:22
  thought
• 26:23
  and
• 26:23
  efforts
• 26:24
  in
• 26:24
  building
• 26:25
  really
• 26:26
  very
• 26:26
  strong
• 26:28
  customer
• 26:28
  relationship
• 26:29
  management
• 26:29
  strategies,
• 26:30
  CRM.
• 26:31
  And
• 26:32
  I
• 26:32
  think
• 26:33
  that
• 26:34
  the
• 26:34
  same
• 26:35
  effort,
• 26:35
  the
• 26:35
  same
• 26:35
  ambition,
• 26:36
  the
• 26:36
  same
• 26:36
  thoughtfulness
• 26:37
  they
• 26:37
  should.
• 26:38
  And
• 26:38
  the
• 26:38
  same
• 26:38
  laugh
• 26:38
  they
• 26:39
  should
• 26:39
  put
• 26:39
  into
• 26:41
  the
• 26:41
  relationships
• 26:42
  with
• 26:42
  their
• 26:42
  creators.
• 26:43
  So
• 26:43
  the
• 26:44
  C
• 26:44
  actually
• 26:45
  would
• 26:45
  be
• 26:45
  then
• 26:45
  creator
• 26:46
  relationship
• 26:46
  management.
• 26:47
  That's
• 26:47
  really
• 26:48
  something
• 26:48
  that
• 26:49
  can
• 26:49
  really
• 26:49
  make
• 26:49
  a
• 26:49
  huge
• 26:50
  difference
• 26:50
  today.
• 26:50
  And
• 26:51
  this
• 26:51
  is
• 26:51
  what
• 26:51
  we
• 26:51
  see
• 26:51
  with
• 26:51
  the
• 26:51
  strongest
• 26:52
  brands
• 26:52
  we
• 26:52
  have
• 26:52
  on
• 26:53
  the
• 26:53
  platform
• 26:53
  that
• 26:54
  they
• 26:54
  do.
• 26:55
  That's
• 26:55
  also
• 26:56
  what
• 26:56
  Stephanie
• 26:57
  said.
• 26:58
  And
• 26:59
  also
• 26:59
  to
• 26:59
  trust
• 26:59
  them
• 27:00
  not
• 27:00
  to
• 27:01
  like,
• 27:01
  write
• 27:01
  down
• 27:01
  every
• 27:02
  word
• 27:02
  they
• 27:02
  are
• 27:02
  allowed
• 27:03
  or
• 27:03
  not
• 27:03
  allowed
• 27:03
  to
• 27:03
  really
• 27:04
  trust
• 27:04
  them
• 27:05
  and
• 27:05
  say
• 27:06
  like,
• 27:06
  okay,
• 27:08
  I
• 27:08
  trust
• 27:08
  you
• 27:09
  that
• 27:09
  you
• 27:09
  know
• 27:09
  it
• 27:09
  better
• 27:10
  and
• 27:11
  present
• 27:11
  it
• 27:11
  in
• 27:12
  a
• 27:12
  good
• 27:12
  way.
• 27:12
  Right.
• 27:13
  Because.
• 27:14
  Absolutely,
• 27:14
  absolutely.
• 27:15
  I
• 27:15
  mean,
• 27:15
  we
• 27:15
  must
• 27:15
  not
• 27:16
  underestimate
• 27:16
  our
• 27:17
  users.
• 27:17
  Right?
• 27:18
  The
• 27:18
  users,
• 27:18
  they've
• 27:19
  been
• 27:19
  in
• 27:19
  the
• 27:19
  Internet,
• 27:20
  depending
• 27:20
  on
• 27:20
  the
• 27:20
  age,
• 27:21
  for
• 27:21
  25
• 27:21
  years
• 27:21
  now,
• 27:22
  right?
• 27:22
  Some
• 27:22
  maybe
• 27:23
  if
• 27:23
  they
• 27:23
  are
• 27:24
  not
• 27:24
  so
• 27:24
  long,
• 27:24
  but
• 27:24
  they've
• 27:25
  been
• 27:25
  at
• 27:25
  least
• 27:26
  they
• 27:26
  didn't
• 27:27
  find
• 27:27
  the
• 27:27
  Internet
• 27:28
  yesterday.
• 27:28
  And
• 27:29
  I
• 27:29
  think
• 27:29
  they
• 27:29
  can
• 27:30
  differentiate
• 27:31
  quite
• 27:31
  a
• 27:31
  bit
• 27:31
  between
• 27:33
  what's
• 27:33
  a
• 27:33
  brand's
• 27:34
  message
• 27:34
  and
• 27:35
  what
• 27:35
  is
• 27:36
  an
• 27:36
  individual
• 27:36
  creator.
• 27:37
  And
• 27:38
  we've
• 27:38
  all
• 27:39
  done
• 27:40
  purchases
• 27:40
  on
• 27:41
  platforms
• 27:41
  based
• 27:41
  on
• 27:42
  customer
• 27:42
  reviews,
• 27:42
  right.
• 27:43
  And
• 27:43
  we
• 27:44
  are
• 27:44
  able
• 27:44
  to
• 27:44
  read
• 27:44
  customer
• 27:45
  reviews.
• 27:45
  We
• 27:45
  understand
• 27:46
  it's
• 27:46
  not
• 27:46
  the
• 27:46
  brand
• 27:47
  writing
• 27:47
  a
• 27:47
  customer
• 27:47
  review.
• 27:49
  Actually
• 27:49
  quite
• 27:50
  the
• 27:50
  opposite.
• 27:50
  Right.
• 27:50
  If
• 27:51
  a,
• 27:51
  if
• 27:51
  it's
• 27:52
  too
• 27:52
  polished
• 27:52
  a
• 27:52
  customer
• 27:53
  review,
• 27:53
  if
• 27:54
  it's
• 27:54
  too
• 27:54
  much
• 27:55
  in
• 27:55
  line
• 27:55
  with
• 27:55
  what
• 27:55
  the
• 27:56
  brand
• 27:56
  would
• 27:56
  say,
• 27:56
  we
• 27:56
  doubt
• 27:57
  its
• 27:57
  authenticity.
• 27:58
  Right.
• 27:58
  And
• 27:58
  this
• 27:58
  is
• 27:58
  how
• 27:59
  our
• 27:59
  users
• 28:00
  have
• 28:00
  learned
• 28:01
  to
• 28:01
  deal
• 28:01
  with
• 28:01
  reviews
• 28:02
  on
• 28:02
  the
• 28:02
  Internet.
• 28:02
  So
• 28:03
  I
• 28:03
  think
• 28:03
  they
• 28:03
  can
• 28:04
  clearly
• 28:04
  differentiate
• 28:04
  between
• 28:05
  what's
• 28:06
  a
• 28:06
  review
• 28:06
  and
• 28:07
  what's
• 28:07
  a
• 28:07
  brand
• 28:07
  message.
• 28:08
  And
• 28:09
  actually
• 28:10
  you
• 28:10
  need
• 28:10
  to
• 28:11
  leave
• 28:11
  a
• 28:11
  bit
• 28:11
  of
• 28:11
  freedom
• 28:12
  to
• 28:13
  the
• 28:13
  creators
• 28:14
  to
• 28:14
  give
• 28:15
  them,
• 28:15
  like
• 28:15
  you
• 28:15
  could
• 28:16
  brief
• 28:16
  them
• 28:16
  with
• 28:16
  what
• 28:16
  are
• 28:17
  the
• 28:17
  core
• 28:17
  messages,
• 28:17
  what's
• 28:18
  the
• 28:18
  USP
• 28:18
  of
• 28:18
  the
• 28:18
  product.
• 28:19
  But
• 28:19
  there
• 28:19
  needs
• 28:20
  to
• 28:20
  be
• 28:20
  enough
• 28:20
  flexibility
• 28:21
  for
• 28:21
  the
• 28:21
  creators
• 28:22
  to
• 28:22
  in
• 28:22
  an
• 28:22
  authentic
• 28:23
  way
• 28:23
  tell
• 28:23
  the
• 28:24
  story
• 28:24
  about
• 28:24
  a
• 28:24
  product.
• 28:25
  And
• 28:25
  if
• 28:25
  you
• 28:25
  work
• 28:25
  with
• 28:25
  200,
• 28:26
  300,
• 28:27
  400,
• 28:27
  500
• 28:27
  creators,
• 28:28
  each
• 28:29
  of
• 28:29
  them
• 28:29
  will
• 28:30
  give
• 28:30
  it
• 28:30
  a
• 28:30
  little
• 28:30
  twist.
• 28:31
  And
• 28:32
  imagine
• 28:32
  working
• 28:33
  with
• 28:33
  500
• 28:34
  creative
• 28:35
  advertising
• 28:35
  agencies
• 28:36
  and
• 28:37
  not
• 28:37
  just
• 28:37
  having
• 28:37
  them
• 28:37
  pitch.
• 28:38
  And
• 28:38
  then
• 28:38
  you
• 28:38
  have
• 28:39
  to
• 28:39
  pick
• 28:39
  the
• 28:39
  best
• 28:39
  one
• 28:40
  because
• 28:40
  you
• 28:40
  can't
• 28:40
  afford
• 28:41
  to
• 28:41
  work
• 28:41
  with
• 28:41
  500,
• 28:42
  obviously,
• 28:43
  regardless
• 28:43
  of
• 28:44
  the
• 28:44
  effort
• 28:44
  of
• 28:44
  managing
• 28:44
  them.
• 28:45
  But
• 28:45
  you
• 28:45
  actually
• 28:45
  tell
• 28:45
  them
• 28:46
  now
• 28:46
  do
• 28:47
  the
• 28:47
  campaign
• 28:47
  and
• 28:47
  let's
• 28:48
  see
• 28:48
  which
• 28:48
  works
• 28:48
  best.
• 28:48
  Right.
• 28:49
  I
• 28:49
  mean,
• 28:50
  that's
• 28:50
  a
• 28:50
  real
• 28:51
  really
• 28:51
  cool
• 28:52
  way
• 28:52
  to
• 28:52
  look
• 28:52
  at
• 28:53
  your
• 28:53
  creator
• 28:54
  collaboration.
• 28:54
  Yeah.
• 28:56
  So
• 28:56
  max,
• 28:56
  you
• 28:56
  said
• 28:57
  TikTok
• 28:57
  shop
• 28:58
  needs
• 28:58
  content,
• 28:59
  creator
• 29:00
  relationships,
• 29:01
  live
• 29:01
  production
• 29:02
  and
• 29:02
  marketplace
• 29:03
  operations,
• 29:04
  logistics,
• 29:05
  actually
• 29:05
  all
• 29:05
  running
• 29:06
  at
• 29:06
  the
• 29:06
  same
• 29:06
  time.
• 29:07
  So
• 29:07
  in
• 29:07
  most
• 29:08
  brands,
• 29:08
  those
• 29:08
  things
• 29:09
  sit
• 29:09
  in
• 29:10
  completely
• 29:10
  different
• 29:10
  teams.
• 29:11
  Maybe
• 29:12
  sometimes
• 29:12
  they
• 29:12
  don't
• 29:13
  even
• 29:13
  have
• 29:13
  those
• 29:13
  teams
• 29:14
  yet.
• 29:15
  Where
• 29:15
  should
• 29:15
  TikTok
• 29:16
  shop
• 29:16
  actually
• 29:17
  live?
• 29:17
  So
• 29:18
  in
• 29:18
  E
• 29:18
  commerce
• 29:18
  or
• 29:19
  in
• 29:19
  marketing
• 29:19
  or
• 29:20
  what
• 29:20
  is
• 29:21
  your
• 29:21
  best
• 29:22
  practice
• 29:22
  experience?
• 29:23
  Let's
• 29:23
  keep
• 29:23
  it
• 29:23
  like
• 29:24
  that
• 29:24
  because
• 29:24
  I.
• 29:24
  Think
• 29:25
  there's
• 29:25
  like
• 29:25
  put
• 29:25
  the
• 29:25
  TikTok
• 29:26
  shop.
• 29:26
  Manager,
• 29:27
  where
• 29:28
  do
• 29:28
  you
• 29:28
  put
• 29:28
  it?
• 29:29
  It's
• 29:29
  such
• 29:29
  a
• 29:29
  great
• 29:30
  question.
• 29:30
  And
• 29:31
  you're
• 29:31
  so
• 29:31
  right
• 29:32
  in
• 29:32
  that
• 29:33
  TikTok
• 29:33
  is
• 29:33
  a
• 29:34
  huge
• 29:34
  awareness
• 29:34
  channel.
• 29:35
  Right.
• 29:35
  That's
• 29:35
  all
• 29:35
  about
• 29:36
  discovery.
• 29:36
  And
• 29:37
  then
• 29:38
  further
• 29:38
  down
• 29:39
  the
• 29:39
  funnel
• 29:39
  there's
• 29:40
  at
• 29:40
  some
• 29:41
  point
• 29:41
  the
• 29:41
  conversion
• 29:42
  and
• 29:42
  you're
• 29:43
  completely
• 29:43
  right.
• 29:44
  All
• 29:44
  these
• 29:44
  different
• 29:45
  things
• 29:45
  need
• 29:46
  to
• 29:46
  work
• 29:46
  together.
• 29:47
  So
• 29:48
  actually
• 29:49
  I'm
• 29:49
  going
• 29:49
  to
• 29:50
  quote
• 29:50
  someone
• 29:50
  who's
• 29:50
  been
• 29:50
  doing
• 29:51
  that
• 29:51
  quite
• 29:51
  successfully,
• 29:52
  right.
• 29:52
  There
• 29:52
  is
• 29:53
  Jack
• 29:54
  Timpani,
• 29:54
  manages
• 29:56
  L'
• 29:57
  Oreal's
• 29:57
  TikTok
• 29:57
  shop
• 29:58
  in
• 29:58
  the
• 29:58
  UK.
• 30:00
  He's
• 30:00
  a
• 30:00
  great
• 30:00
  guy
• 30:01
  and
• 30:01
  I
• 30:02
  recently
• 30:02
  was
• 30:03
  in
• 30:03
  a
• 30:04
  session
• 30:04
  together
• 30:04
  with
• 30:04
  him.
• 30:05
  And
• 30:05
  basically
• 30:06
  what
• 30:06
  checks
• 30:07
  it,
• 30:08
  you
• 30:08
  see
• 30:08
  that
• 30:09
  it
• 30:09
  really
• 30:09
  doesn't
• 30:10
  matter
• 30:10
  where
• 30:11
  this
• 30:11
  team
• 30:11
  sits,
• 30:12
  where
• 30:12
  this
• 30:12
  role
• 30:12
  sits.
• 30:13
  Right.
• 30:13
  What
• 30:13
  matters
• 30:14
  is
• 30:14
  really
• 30:14
  the
• 30:14
  profiles
• 30:15
  of
• 30:15
  the
• 30:15
  people
• 30:15
  working
• 30:16
  on
• 30:16
  it,
• 30:16
  so.
• 30:16
  Exactly.
• 30:17
  Chuck
• 30:18
  said
• 30:18
  you
• 30:18
  need
• 30:18
  people
• 30:18
  working
• 30:19
  on
• 30:19
  content,
• 30:19
  like
• 30:20
  experts
• 30:20
  on
• 30:20
  content.
• 30:20
  You
• 30:21
  need
• 30:21
  people
• 30:22
  who
• 30:22
  are
• 30:23
  like
• 30:23
  experts
• 30:23
  on
• 30:24
  relationship
• 30:24
  management
• 30:25
  with
• 30:25
  creators.
• 30:25
  You
• 30:26
  need
• 30:26
  really
• 30:26
  good
• 30:26
  E
• 30:27
  commerce
• 30:27
  people
• 30:27
  and
• 30:28
  people
• 30:28
  who
• 30:28
  understand
• 30:29
  all
• 30:29
  the
• 30:30
  physical
• 30:30
  distribution
• 30:31
  and
• 30:31
  fulfillment
• 30:31
  part.
• 30:32
  But
• 30:32
  the
• 30:32
  hardest
• 30:33
  thing,
• 30:33
  the
• 30:33
  hardest
• 30:34
  thing,
• 30:34
  and
• 30:34
  this
• 30:34
  is,
• 30:34
  I
• 30:35
  think
• 30:35
  where
• 30:35
  Jack
• 30:36
  really
• 30:36
  had
• 30:36
  a
• 30:36
  point
• 30:37
  is
• 30:37
  you
• 30:38
  need
• 30:38
  someone
• 30:38
  who
• 30:39
  leads
• 30:39
  that
• 30:39
  team
• 30:40
  and
• 30:40
  who
• 30:40
  has
• 30:40
  an
• 30:40
  appreciation
• 30:41
  for
• 30:42
  all
• 30:42
  of
• 30:42
  those
• 30:43
  different
• 30:43
  functions
• 30:44
  and
• 30:44
  the
• 30:44
  ability
• 30:44
  to
• 30:45
  pull
• 30:45
  them
• 30:45
  together.
• 30:46
  That's
• 30:46
  the
• 30:46
  hard
• 30:46
  part.
• 30:47
  And
• 30:48
  the
• 30:49
  hardest
• 30:49
  part
• 30:49
  is
• 30:51
  finding
• 30:51
  that
• 30:51
  person,
• 30:53
  giving
• 30:53
  that
• 30:53
  person
• 30:54
  the
• 30:54
  mandate
• 30:55
  and
• 30:55
  then
• 30:57
  it
• 30:57
  doesn't
• 30:57
  really
• 30:57
  matter
• 30:58
  so
• 30:58
  much
• 30:58
  where
• 30:59
  that
• 30:59
  person
• 31:00
  sits
• 31:00
  actually.
• 31:00
  Right.
• 31:01
  It's
• 31:01
  really
• 31:01
  someone
• 31:01
  who
• 31:02
  can
• 31:02
  coordinate
• 31:03
  and
• 31:03
  work
• 31:04
  across
• 31:04
  these
• 31:04
  different
• 31:04
  functions.
• 31:05
  Yeah.
• 31:06
  And
• 31:07
  then
• 31:07
  to
• 31:07
  find
• 31:07
  also
• 31:07
  the
• 31:08
  other
• 31:08
  people.
• 31:08
  Right.
• 31:08
  Because
• 31:09
  you
• 31:09
  don't
• 31:09
  find
• 31:09
  like,
• 31:10
  I
• 31:10
  don't
• 31:10
  know,
• 31:10
  like
• 31:11
  xmi,
• 31:12
  like
• 31:12
  really
• 31:14
  trained
• 31:14
  people
• 31:14
  where
• 31:15
  you
• 31:15
  can
• 31:15
  say
• 31:15
  like,
• 31:15
  oh,
• 31:15
  they
• 31:16
  have
• 31:16
  like
• 31:16
  a
• 31:16
  good,
• 31:16
  they
• 31:16
  studied
• 31:17
  this
• 31:18
  social
• 31:18
  commerce
• 31:19
  so
• 31:19
  you
• 31:20
  can
• 31:20
  find
• 31:20
  this.
• 31:20
  Right.
• 31:20
  You
• 31:21
  really
• 31:21
  need
• 31:21
  to
• 31:21
  have
• 31:22
  people
• 31:22
  who,
• 31:22
  yeah,
• 31:23
  worked
• 31:23
  in
• 31:23
  the.
• 31:25
  Already
• 31:26
  in
• 31:26
  the
• 31:27
  business
• 31:27
  and
• 31:27
  learned
• 31:28
  from
• 31:28
  themselves
• 31:28
  or
• 31:28
  are
• 31:29
  themselves
• 31:29
  creators.
• 31:30
  Right.
• 31:30
  So
• 31:31
  I
• 31:31
  think
• 31:31
  that's
• 31:31
  also
• 31:32
  a
• 31:32
  challenge
• 31:32
  because
• 31:33
  those
• 31:33
  profiles
• 31:34
  are
• 31:34
  still
• 31:34
  like
• 31:36
  growing
• 31:36
  themselves.
• 31:37
  Right.
• 31:37
  I
• 31:38
  mean,
• 31:38
  let's.
• 31:38
  Like
• 31:38
  In
• 31:38
  e
• 31:39
  commerce,
• 31:40
  15,
• 31:40
  20
• 31:40
  years
• 31:41
  ago,
• 31:41
  there
• 31:41
  was
• 31:41
  also
• 31:41
  like
• 31:42
  no
• 31:42
  E
• 31:42
  commerce
• 31:43
  management
• 31:44
  apprenticeship
• 31:45
  or
• 31:45
  something.
• 31:47
  So
• 31:47
  I
• 31:48
  think
• 31:48
  it's
• 31:48
  a
• 31:48
  bit
• 31:48
  comparable.
• 31:50
  Yeah,
• 31:50
  no,
• 31:50
  it's,
• 31:52
  it's
• 31:52
  a
• 31:52
  great
• 31:52
  comp.
• 31:52
  It's
• 31:53
  a
• 31:53
  great
• 31:53
  comparison.
• 31:54
  Valerie.
• 31:54
  I,
• 31:54
  I
• 31:55
  really
• 31:55
  think
• 31:55
  if
• 31:55
  you.
• 31:56
  Exactly.
• 31:56
  If
• 31:56
  you.
• 31:57
  I
• 31:57
  have
• 31:57
  to
• 31:57
  think
• 31:57
  back
• 31:58
  of
• 31:58
  like
• 31:58
  10,
• 31:59
  15
• 31:59
  years
• 31:59
  ago
• 32:00
  when,
• 32:01
  when
• 32:02
  I
• 32:02
  was
• 32:02
  sitting
• 32:03
  with
• 32:03
  vendors
• 32:03
  and
• 32:04
  nobody
• 32:04
  really
• 32:05
  knew
• 32:05
  how
• 32:05
  that
• 32:05
  E
• 32:05
  commerce
• 32:06
  game
• 32:06
  worked,
• 32:06
  but
• 32:07
  there
• 32:07
  were
• 32:07
  some
• 32:07
  people
• 32:08
  who
• 32:08
  just
• 32:09
  thought,
• 32:09
  okay,
• 32:10
  this
• 32:10
  is
• 32:10
  something
• 32:11
  maybe
• 32:11
  That
• 32:11
  I
• 32:12
  can
• 32:12
  really
• 32:12
  build
• 32:12
  a
• 32:12
  career
• 32:13
  in
• 32:14
  the
• 32:14
  capabilities
• 32:15
  that,
• 32:15
  the
• 32:15
  skills,
• 32:15
  the
• 32:16
  experience.
• 32:16
  I
• 32:16
  gather
• 32:16
  they
• 32:17
  are
• 32:17
  an
• 32:17
  asset
• 32:20
  in
• 32:20
  my
• 32:20
  skill
• 32:21
  set,
• 32:21
  in
• 32:21
  my
• 32:21
  tool
• 32:21
  set.
• 32:22
  And
• 32:22
  they
• 32:23
  really
• 32:23
  leaned
• 32:23
  in
• 32:24
  because
• 32:24
  they
• 32:24
  felt
• 32:24
  like
• 32:25
  they
• 32:25
  can
• 32:26
  be
• 32:26
  part
• 32:26
  of
• 32:27
  something
• 32:27
  new
• 32:28
  that's
• 32:28
  going
• 32:28
  to
• 32:28
  stay
• 32:28
  right.
• 32:30
  I
• 32:30
  see
• 32:30
  the
• 32:30
  same
• 32:31
  with
• 32:32
  successful
• 32:32
  TikTok
• 32:33
  shop
• 32:33
  operator
• 32:33
  these
• 32:34
  days.
• 32:34
  They
• 32:34
  really
• 32:35
  believe
• 32:35
  in,
• 32:35
  like,
• 32:35
  if
• 32:36
  you
• 32:36
  look
• 32:36
  at
• 32:36
  the
• 32:36
  brand
• 32:36
  side,
• 32:37
  right,
• 32:37
  they
• 32:37
  really
• 32:37
  believe
• 32:37
  in
• 32:38
  the
• 32:38
  vision.
• 32:38
  They
• 32:38
  really
• 32:38
  understand
• 32:39
  they
• 32:39
  can
• 32:39
  build
• 32:40
  something
• 32:40
  big
• 32:40
  and
• 32:41
  they
• 32:41
  really
• 32:41
  understand
• 32:41
  it's
• 32:42
  not
• 32:42
  a
• 32:42
  side
• 32:42
  job.
• 32:42
  It's
• 32:42
  not
• 32:43
  like
• 32:43
  they're
• 32:43
  doing
• 32:44
  this,
• 32:44
  this,
• 32:44
  this,
• 32:45
  this
• 32:45
  and
• 32:45
  this
• 32:45
  and,
• 32:46
  and
• 32:46
  then
• 32:46
  there
• 32:46
  is
• 32:46
  another
• 32:46
  channel.
• 32:47
  But
• 32:47
  they
• 32:47
  really
• 32:48
  think
• 32:48
  they
• 32:48
  want
• 32:48
  to
• 32:48
  do
• 32:48
  it,
• 32:49
  they
• 32:49
  really
• 32:49
  want
• 32:50
  to
• 32:50
  learn
• 32:50
  it,
• 32:50
  they
• 32:50
  will
• 32:50
  understand
• 32:51
  it,
• 32:51
  they
• 32:51
  want
• 32:51
  to
• 32:51
  test
• 32:52
  and
• 32:52
  iterate
• 32:52
  and
• 32:53
  also
• 32:53
  lift
• 32:53
  the
• 32:53
  frustrations
• 32:54
  if
• 32:54
  something
• 32:54
  doesn't
• 32:55
  work.
• 32:55
  But
• 32:55
  then
• 32:56
  also
• 32:58
  draw
• 32:58
  the
• 32:58
  lessons
• 32:59
  learned
• 32:59
  and
• 32:59
  try
• 33:00
  one
• 33:00
  more
• 33:00
  time
• 33:01
  and
• 33:01
  find
• 33:01
  out
• 33:01
  what
• 33:02
  works.
• 33:04
  Absolutely.
• 33:06
  Looking
• 33:06
  at
• 33:06
  the
• 33:06
  time,
• 33:07
  I'd
• 33:07
  like
• 33:07
  to
• 33:08
  put
• 33:09
  in
• 33:09
  one
• 33:10
  or
• 33:10
  two
• 33:11
  other
• 33:11
  subjects
• 33:11
  that
• 33:12
  we
• 33:12
  haven't
• 33:12
  touched
• 33:12
  upon
• 33:13
  so
• 33:13
  far,
• 33:13
  and
• 33:14
  one
• 33:14
  of
• 33:14
  them
• 33:14
  is
• 33:14
  cost.
• 33:15
  Because
• 33:16
  in
• 33:16
  January
• 33:17
  26th
• 33:18
  you
• 33:18
  moved
• 33:18
  your
• 33:19
  commissions
• 33:19
  up
• 33:19
  a
• 33:19
  bit.
• 33:19
  They
• 33:20
  had
• 33:20
  been
• 33:20
  at
• 33:21
  5%,
• 33:21
  now
• 33:21
  that
• 33:22
  at
• 33:22
  9%.
• 33:22
  So
• 33:23
  you're
• 33:23
  still
• 33:23
  lower
• 33:23
  than
• 33:23
  most
• 33:24
  marketplaces,
• 33:24
  which
• 33:24
  are
• 33:25
  normally
• 33:25
  run
• 33:25
  around
• 33:26
  15%,
• 33:26
  depending
• 33:27
  on
• 33:27
  the
• 33:27
  category.
• 33:28
  But
• 33:29
  still
• 33:30
  that
• 33:30
  is
• 33:30
  an
• 33:31
  increase.
• 33:33
  The
• 33:33
  question
• 33:33
  is,
• 33:34
  of
• 33:34
  course,
• 33:35
  is
• 33:35
  that
• 33:36
  the
• 33:36
  seeding
• 33:36
  or
• 33:37
  is
• 33:37
  that,
• 33:37
  you
• 33:37
  know,
• 33:37
  just
• 33:37
  another
• 33:38
  step
• 33:38
  along
• 33:38
  the
• 33:38
  way
• 33:39
  and
• 33:39
  where
• 33:39
  is
• 33:39
  the
• 33:40
  goal
• 33:40
  for
• 33:41
  that?
• 33:41
  And
• 33:42
  also,
• 33:42
  what
• 33:42
  does
• 33:43
  it
• 33:43
  actually
• 33:43
  cost
• 33:43
  a
• 33:44
  brand
• 33:44
  to
• 33:44
  sell
• 33:44
  on
• 33:45
  TikTok
• 33:45
  shop,
• 33:45
  apart
• 33:46
  from
• 33:46
  the
• 33:46
  commission?
• 33:46
  I
• 33:47
  mean,
• 33:47
  there's
• 33:48
  content
• 33:48
  and
• 33:49
  agency
• 33:49
  fees
• 33:49
  and,
• 33:50
  I
• 33:50
  don't
• 33:50
  know,
• 33:50
  affiliate
• 33:51
  commissions
• 33:51
  for
• 33:52
  the
• 33:52
  creators,
• 33:53
  all
• 33:54
  of
• 33:54
  that.
• 33:55
  So
• 33:55
  is
• 33:55
  that.
• 33:56
  How
• 33:56
  profitable
• 33:57
  is
• 33:57
  this,
• 33:57
  this
• 33:58
  game,
• 33:58
  so
• 33:58
  to
• 33:58
  speak?
• 33:59
  Yeah,
• 33:59
  so
• 34:00
  I
• 34:00
  mean,
• 34:00
  you're
• 34:00
  right,
• 34:01
  right.
• 34:01
  Current
• 34:02
  commission
• 34:02
  is
• 34:02
  9%.
• 34:03
  In
• 34:03
  electronics,
• 34:04
  it's
• 34:05
  7%.
• 34:06
  And
• 34:07
  you're
• 34:08
  right
• 34:08
  that
• 34:08
  we
• 34:08
  increase
• 34:09
  the
• 34:09
  commission
• 34:09
  from
• 34:10
  the
• 34:10
  initial
• 34:10
  5%.
• 34:12
  And
• 34:12
  this
• 34:13
  basically
• 34:13
  reflects
• 34:14
  the
• 34:15
  growing
• 34:15
  value
• 34:15
  delivery
• 34:16
  on
• 34:16
  the
• 34:16
  platform.
• 34:17
  If
• 34:17
  you
• 34:17
  see
• 34:17
  the
• 34:18
  GMV
• 34:18
  that
• 34:19
  our
• 34:19
  sellers
• 34:19
  can
• 34:19
  generate
• 34:20
  on
• 34:20
  the
• 34:20
  platform,
• 34:21
  it
• 34:21
  actually
• 34:21
  has
• 34:22
  grown
• 34:22
  quite
• 34:22
  strongly.
• 34:23
  So
• 34:23
  between,
• 34:23
  between
• 34:24
  August
• 34:24
  and
• 34:25
  February,
• 34:26
  it
• 34:26
  almost
• 34:27
  doubled
• 34:28
  within
• 34:28
  that
• 34:28
  half
• 34:29
  year.
• 34:30
  And
• 34:32
  at
• 34:32
  the
• 34:32
  same
• 34:33
  time,
• 34:33
  we
• 34:33
  continue
• 34:34
  to
• 34:34
  invest
• 34:35
  in
• 34:35
  the
• 34:35
  ecosystem,
• 34:36
  right?
• 34:36
  Whether
• 34:36
  it's
• 34:37
  building
• 34:37
  creator
• 34:38
  pools,
• 34:38
  whether
• 34:38
  it's
• 34:38
  new
• 34:39
  tools,
• 34:40
  further
• 34:41
  improving
• 34:41
  our
• 34:41
  seller
• 34:42
  support
• 34:42
  systems.
• 34:44
  And
• 34:44
  then
• 34:45
  I
• 34:45
  think
• 34:46
  what's
• 34:47
  a
• 34:47
  great
• 34:47
  question
• 34:47
  also
• 34:48
  is
• 34:49
  how.
• 34:50
  What
• 34:50
  should
• 34:51
  be
• 34:51
  the
• 34:51
  total
• 34:51
  cost
• 34:52
  considerations
• 34:52
  for
• 34:52
  any
• 34:53
  brand
• 34:53
  starting
• 34:54
  on
• 34:54
  TikTok
• 34:54
  shop?
• 34:55
  And
• 34:55
  right
• 34:56
  there
• 34:56
  is
• 34:56
  the
• 34:57
  9%
• 34:57
  commission
• 34:58
  and
• 34:58
  seven
• 34:58
  for
• 34:58
  electronics.
• 34:59
  That's
• 35:00
  universal
• 35:00
  across
• 35:01
  the
• 35:01
  sellers.
• 35:02
  But
• 35:03
  beyond
• 35:03
  that,
• 35:04
  it
• 35:04
  really
• 35:04
  Depends
• 35:05
  on
• 35:06
  your
• 35:06
  strategy
• 35:06
  on
• 35:07
  TikTok
• 35:07
  shop,
• 35:08
  right?
• 35:08
  If
• 35:08
  you
• 35:08
  work
• 35:08
  a
• 35:09
  lot
• 35:09
  with
• 35:10
  affiliates,
• 35:11
  then
• 35:11
  if
• 35:11
  that's
• 35:12
  your
• 35:12
  key
• 35:12
  growth
• 35:13
  channel,
• 35:13
  then
• 35:13
  you
• 35:15
  factor
• 35:15
  in
• 35:15
  cost.
• 35:16
  For
• 35:17
  affiliates,
• 35:17
  which
• 35:17
  are
• 35:18
  commission
• 35:18
  based,
• 35:19
  we
• 35:20
  see
• 35:20
  some
• 35:20
  brands
• 35:20
  who
• 35:21
  are
• 35:21
  strongly
• 35:21
  life
• 35:22
  driven
• 35:23
  for
• 35:23
  life.
• 35:23
  Obviously
• 35:24
  you
• 35:24
  have
• 35:24
  different
• 35:24
  costs.
• 35:24
  There
• 35:25
  are
• 35:25
  no
• 35:25
  extra
• 35:25
  costs,
• 35:26
  typically
• 35:26
  that
• 35:26
  you
• 35:27
  pay
• 35:27
  to
• 35:27
  someone
• 35:27
  else
• 35:28
  unless
• 35:28
  you
• 35:28
  work
• 35:28
  with
• 35:28
  an
• 35:29
  agency,
• 35:29
  right.
• 35:31
  VC
• 35:31
  sellers
• 35:32
  who
• 35:32
  do
• 35:32
  actually
• 35:33
  both.
• 35:34
  And
• 35:34
  then
• 35:36
  I
• 35:37
  think
• 35:37
  it
• 35:37
  also
• 35:37
  comes
• 35:38
  down
• 35:38
  to
• 35:38
  not
• 35:38
  only
• 35:39
  what
• 35:39
  does
• 35:39
  it
• 35:39
  cost
• 35:39
  you.
• 35:40
  So
• 35:40
  you
• 35:41
  have
• 35:41
  the
• 35:42
  9%
• 35:42
  commission
• 35:43
  and
• 35:43
  then
• 35:43
  you
• 35:43
  have
• 35:44
  affiliate
• 35:44
  cost.
• 35:44
  And
• 35:44
  you,
• 35:45
  you
• 35:45
  also
• 35:45
  can
• 35:45
  invest
• 35:46
  in
• 35:46
  advertising
• 35:47
  at
• 35:48
  an
• 35:48
  ROI
• 35:49
  basis,
• 35:49
  but
• 35:50
  also
• 35:50
  in
• 35:50
  like,
• 35:50
  what
• 35:50
  do
• 35:51
  you
• 35:51
  get
• 35:51
  out
• 35:52
  of
• 35:52
  that
• 35:52
  platform
• 35:53
  and
• 35:53
  what
• 35:53
  you
• 35:54
  compare
• 35:54
  it
• 35:54
  against.
• 35:55
  So
• 35:55
  the
• 35:55
  affiliate
• 35:56
  model
• 35:56
  that
• 35:56
  we
• 35:56
  have
• 35:57
  on
• 35:57
  TikTok
• 35:57
  shop,
• 35:57
  right,
• 35:58
  where
• 35:58
  the
• 35:59
  creators
• 35:59
  are
• 35:59
  compensated
• 36:01
  based
• 36:01
  on
• 36:01
  the
• 36:01
  actual
• 36:01
  sales,
• 36:02
  if
• 36:02
  you
• 36:03
  compare
• 36:03
  that
• 36:03
  to
• 36:03
  traditional
• 36:04
  influencer
• 36:04
  marketing,
• 36:05
  that's
• 36:06
  mostly
• 36:06
  based
• 36:06
  on
• 36:08
  flat
• 36:08
  fees,
• 36:08
  right?
• 36:10
  Upfront
• 36:10
  fees,
• 36:11
  it's
• 36:11
  a
• 36:11
  very
• 36:12
  different
• 36:12
  game
• 36:12
  in
• 36:12
  terms
• 36:12
  of
• 36:13
  efficiency.
• 36:15
  And
• 36:15
  we
• 36:16
  also
• 36:16
  do
• 36:16
  have
• 36:17
  some
• 36:18
  ways
• 36:18
  by
• 36:18
  which
• 36:19
  sellers
• 36:19
  can
• 36:19
  optimize
• 36:20
  their
• 36:20
  cost
• 36:21
  base.
• 36:22
  To
• 36:22
  give
• 36:22
  you
• 36:23
  an
• 36:23
  example,
• 36:24
  one
• 36:24
  important
• 36:25
  ingredient
• 36:26
  to
• 36:26
  working
• 36:26
  successfully
• 36:27
  with
• 36:27
  creators
• 36:28
  is
• 36:28
  free
• 36:28
  samples.
• 36:29
  So
• 36:30
  you
• 36:30
  provide
• 36:30
  a
• 36:30
  creator
• 36:31
  who
• 36:32
  produces
• 36:32
  a
• 36:32
  piece
• 36:33
  of
• 36:33
  content
• 36:33
  for
• 36:33
  your
• 36:33
  product
• 36:34
  with
• 36:34
  a
• 36:34
  free
• 36:35
  sample.
• 36:36
  There
• 36:36
  are
• 36:37
  at
• 36:37
  the
• 36:37
  same
• 36:37
  time
• 36:37
  tools
• 36:38
  that,
• 36:38
  for
• 36:39
  example,
• 36:39
  refundable
• 36:40
  sample,
• 36:40
  where
• 36:42
  the
• 36:42
  creator
• 36:43
  buys,
• 36:43
  regularly
• 36:44
  buys
• 36:44
  that
• 36:45
  sample
• 36:45
  from
• 36:45
  you
• 36:45
  via
• 36:46
  TikTok
• 36:46
  shop.
• 36:47
  And
• 36:47
  then
• 36:47
  you
• 36:48
  set
• 36:48
  a
• 36:49
  certain
• 36:49
  number
• 36:49
  of
• 36:50
  videos
• 36:51
  that
• 36:51
  the
• 36:51
  creator
• 36:52
  should
• 36:52
  generate.
• 36:53
  And
• 36:53
  even
• 36:53
  if
• 36:53
  he
• 36:53
  produces
• 36:54
  beyond
• 36:54
  that
• 36:55
  number
• 36:55
  of
• 36:55
  videos
• 36:55
  or
• 36:56
  achieves
• 36:57
  a
• 36:57
  certain
• 36:57
  number
• 36:57
  of
• 36:57
  sales
• 36:58
  only,
• 36:59
  then
• 36:59
  actually
• 37:00
  you
• 37:00
  refund
• 37:01
  the
• 37:01
  cost
• 37:01
  of
• 37:01
  the
• 37:02
  sample.
• 37:02
  So
• 37:02
  there's
• 37:02
  a
• 37:03
  whole
• 37:04
  lot
• 37:04
  of
• 37:04
  ways
• 37:05
  how
• 37:05
  you
• 37:05
  can
• 37:05
  modulate.
• 37:06
  And
• 37:06
  it
• 37:06
  really
• 37:06
  comes
• 37:07
  very
• 37:07
  much
• 37:07
  down
• 37:07
  to
• 37:08
  what
• 37:08
  is
• 37:08
  your
• 37:08
  specific
• 37:09
  strategy.
• 37:10
  Do
• 37:10
  you
• 37:10
  work
• 37:11
  with
• 37:11
  live,
• 37:11
  do
• 37:12
  you
• 37:12
  work
• 37:12
  with
• 37:12
  creators?
• 37:13
  Do
• 37:13
  you
• 37:13
  work
• 37:13
  with
• 37:14
  a
• 37:14
  smaller
• 37:15
  pool
• 37:15
  of
• 37:15
  creators?
• 37:16
  Do
• 37:16
  you
• 37:16
  work
• 37:16
  with
• 37:16
  refundable
• 37:17
  samples?
• 37:17
  All
• 37:17
  these
• 37:18
  things,
• 37:19
  yeah.
• 37:20
  Interesting.
• 37:20
  Okay,
• 37:21
  so
• 37:22
  maybe
• 37:23
  before
• 37:23
  we
• 37:23
  wrap
• 37:23
  up
• 37:24
  our
• 37:25
  next
• 37:25
  Monday
• 37:25
  question
• 37:26
  that
• 37:26
  we
• 37:26
  normally
• 37:27
  place,
• 37:27
  like,
• 37:27
  what
• 37:27
  can
• 37:28
  we
• 37:28
  do?
• 37:28
  Or
• 37:29
  what
• 37:29
  can
• 37:29
  you
• 37:29
  take
• 37:30
  away
• 37:30
  from
• 37:30
  this
• 37:30
  podcast
• 37:31
  for
• 37:31
  our
• 37:32
  team
• 37:32
  meeting
• 37:33
  on
• 37:33
  next
• 37:33
  Monday,
• 37:33
  for
• 37:33
  example?
• 37:34
  So
• 37:35
  if
• 37:35
  you
• 37:35
  consider
• 37:36
  the
• 37:36
  brands
• 37:37
  that
• 37:38
  might
• 37:38
  have
• 37:38
  been,
• 37:38
  you
• 37:38
  know,
• 37:38
  standing
• 37:39
  on
• 37:39
  the
• 37:39
  sidelines
• 37:39
  and
• 37:40
  looking
• 37:40
  at
• 37:40
  TikTok
• 37:40
  shop
• 37:41
  and
• 37:41
  going
• 37:41
  like,
• 37:41
  yeah,
• 37:41
  I'm
• 37:42
  gonna
• 37:42
  wait
• 37:42
  until
• 37:42
  it's
• 37:43
  a
• 37:43
  bit
• 37:43
  more
• 37:43
  grown
• 37:43
  up
• 37:44
  before
• 37:44
  I
• 37:44
  invest
• 37:44
  or
• 37:45
  not,
• 37:46
  I
• 37:46
  guess
• 37:47
  there
• 37:47
  are
• 37:47
  a
• 37:47
  lot
• 37:47
  of
• 37:47
  those,
• 37:48
  especially
• 37:48
  in
• 37:48
  Germany.
• 37:50
  So
• 37:50
  how
• 37:51
  can
• 37:51
  they
• 37:51
  make
• 37:51
  a
• 37:52
  real
• 37:52
  decision
• 37:53
  on
• 37:53
  whether
• 37:54
  to
• 37:54
  keep
• 37:55
  waiting
• 37:55
  or
• 37:55
  investing?
• 37:56
  What
• 37:56
  is
• 37:56
  a
• 37:57
  concrete
• 37:57
  thing
• 37:57
  that
• 37:57
  they
• 37:58
  could
• 37:58
  start
• 37:58
  next
• 37:59
  Monday
• 38:00
  to
• 38:00
  bring
• 38:00
  them
• 38:00
  along?
• 38:02
  I
• 38:02
  think
• 38:02
  it's
• 38:03
  actually
• 38:03
  three
• 38:03
  things.
• 38:04
  One
• 38:04
  is
• 38:06
  there
• 38:06
  are
• 38:06
  great
• 38:06
  cases
• 38:07
  for
• 38:08
  TikTok
• 38:08
  shop
• 38:09
  success
• 38:09
  in
• 38:09
  all
• 38:10
  categories.
• 38:11
  And
• 38:12
  I
• 38:12
  mean
• 38:12
  previously
• 38:13
  you
• 38:13
  would
• 38:13
  have
• 38:14
  looked
• 38:14
  at
• 38:14
  the
• 38:14
  uk.
• 38:15
  These
• 38:15
  days
• 38:16
  you
• 38:16
  can
• 38:16
  look
• 38:16
  over
• 38:16
  at
• 38:17
  like
• 38:17
  a
• 38:17
  number
• 38:18
  of
• 38:18
  German
• 38:18
  examples.
• 38:19
  And
• 38:19
  I
• 38:19
  think
• 38:19
  one
• 38:19
  thing
• 38:19
  you
• 38:20
  really
• 38:20
  should
• 38:20
  do
• 38:20
  is
• 38:21
  if
• 38:21
  you
• 38:21
  are
• 38:21
  a
• 38:21
  brand
• 38:22
  wondering
• 38:22
  if
• 38:22
  you
• 38:23
  should
• 38:23
  start
• 38:23
  on
• 38:23
  TikTok
• 38:24
  shop,
• 38:24
  just
• 38:24
  look
• 38:25
  at
• 38:25
  those
• 38:25
  examples,
• 38:25
  right?
• 38:26
  There
• 38:26
  is
• 38:26
  a
• 38:26
  lot
• 38:26
  of
• 38:26
  case
• 38:27
  studies
• 38:27
  out
• 38:27
  there,
• 38:28
  a
• 38:28
  lot
• 38:28
  of
• 38:28
  LinkedIn
• 38:28
  posts
• 38:29
  by
• 38:29
  people
• 38:30
  about
• 38:30
  their
• 38:30
  journey.
• 38:32
  Try
• 38:33
  to
• 38:33
  understand
• 38:33
  like
• 38:34
  how
• 38:34
  they're
• 38:34
  approaching
• 38:34
  it.
• 38:35
  That
• 38:35
  information
• 38:36
  is
• 38:36
  readily
• 38:36
  available.
• 38:36
  And
• 38:37
  I'm
• 38:37
  really,
• 38:38
  many
• 38:38
  times
• 38:39
  I'm
• 38:39
  really
• 38:39
  amazed
• 38:40
  how
• 38:41
  much
• 38:42
  our
• 38:42
  sellers
• 38:43
  know
• 38:43
  about
• 38:44
  how
• 38:44
  other
• 38:44
  sellers
• 38:45
  are
• 38:45
  doing.
• 38:45
  So
• 38:45
  they're
• 38:46
  like,
• 38:46
  I
• 38:46
  think
• 38:47
  and
• 38:47
  maybe
• 38:47
  you
• 38:47
  even
• 38:47
  connect
• 38:48
  with
• 38:48
  people,
• 38:48
  right.
• 38:49
  I
• 38:49
  found
• 38:49
  that
• 38:50
  some
• 38:50
  people
• 38:50
  really
• 38:51
  are
• 38:51
  absolutely
• 38:52
  happy
• 38:52
  to
• 38:52
  share
• 38:53
  about
• 38:53
  their
• 38:53
  own
• 38:53
  journey.
• 38:55
  So
• 38:55
  you
• 38:55
  can
• 38:55
  reach
• 38:55
  out
• 38:56
  probably
• 38:56
  you
• 38:56
  know
• 38:56
  someone
• 38:57
  in
• 38:57
  your
• 38:57
  category
• 38:57
  if
• 38:57
  you
• 38:58
  even
• 38:58
  who's
• 38:58
  been
• 38:58
  successful.
• 38:59
  The
• 39:00
  second
• 39:00
  one
• 39:00
  is
• 39:04
  think
• 39:04
  how
• 39:05
  you
• 39:05
  could
• 39:05
  make
• 39:05
  TikTok
• 39:06
  shop
• 39:06
  really
• 39:06
  a
• 39:07
  priority
• 39:07
  for
• 39:07
  your
• 39:07
  organization.
• 39:08
  I
• 39:09
  recently
• 39:12
  was
• 39:12
  at
• 39:12
  an
• 39:12
  event
• 39:12
  with
• 39:13
  a
• 39:13
  couple
• 39:13
  of
• 39:13
  brands
• 39:14
  and
• 39:14
  there
• 39:14
  was
• 39:14
  one
• 39:15
  very
• 39:15
  successful
• 39:15
  brand
• 39:16
  and
• 39:17
  there
• 39:17
  was
• 39:17
  a
• 39:17
  lot
• 39:17
  of
• 39:17
  information
• 39:18
  sharing
• 39:18
  and
• 39:19
  after
• 39:19
  that
• 39:20
  many
• 39:20
  of
• 39:20
  the
• 39:20
  brands
• 39:20
  said
• 39:21
  yeah,
• 39:21
  we
• 39:21
  want
• 39:21
  to
• 39:21
  start
• 39:21
  too.
• 39:21
  And
• 39:22
  there
• 39:22
  was
• 39:22
  one
• 39:22
  brand
• 39:23
  who
• 39:23
  was
• 39:23
  not
• 39:23
  so
• 39:24
  clear
• 39:24
  whether
• 39:24
  they
• 39:24
  wanted
• 39:25
  to
• 39:25
  do
• 39:25
  it
• 39:25
  right
• 39:25
  and,
• 39:26
  and
• 39:27
  then
• 39:28
  they
• 39:28
  were
• 39:28
  asked
• 39:28
  why
• 39:29
  and,
• 39:30
  and
• 39:30
  they
• 39:30
  said
• 39:30
  well
• 39:30
  we
• 39:31
  don't
• 39:31
  know,
• 39:31
  we
• 39:31
  was
• 39:32
  still
• 39:32
  a
• 39:32
  very
• 39:32
  small
• 39:32
  company,
• 39:33
  we've
• 39:33
  got
• 39:33
  so
• 39:33
  many
• 39:33
  priorities.
• 39:34
  And
• 39:34
  the
• 39:34
  advice
• 39:35
  by
• 39:35
  that
• 39:35
  successful
• 39:36
  brand,
• 39:36
  they
• 39:36
  also
• 39:37
  were
• 39:37
  not
• 39:37
  a
• 39:37
  big
• 39:37
  player
• 39:38
  but
• 39:38
  the
• 39:38
  advice
• 39:38
  was
• 39:38
  really
• 39:40
  well
• 39:40
  if
• 39:40
  you,
• 39:41
  if
• 39:41
  you're
• 39:41
  not
• 39:41
  100%
• 39:42
  sure
• 39:42
  right
• 39:42
  then,
• 39:42
  then
• 39:43
  you
• 39:43
  won't
• 39:43
  be
• 39:43
  successful.
• 39:44
  It's
• 39:44
  not
• 39:44
  something
• 39:44
  that
• 39:45
  you
• 39:45
  do
• 39:45
  on
• 39:45
  the
• 39:45
  side,
• 39:46
  right?
• 39:47
  You
• 39:47
  need,
• 39:48
  you
• 39:48
  need
• 39:48
  to
• 39:48
  do
• 39:48
  to
• 39:49
  give
• 39:49
  it
• 39:49
  your
• 39:49
  all
• 39:49
  right,
• 39:50
  make
• 39:50
  it
• 39:50
  a
• 39:50
  proper
• 39:50
  channel.
• 39:51
  You
• 39:51
  need
• 39:51
  to
• 39:52
  assign
• 39:52
  someone
• 39:54
  who
• 39:54
  builds
• 39:55
  that.
• 39:57
  And
• 39:57
  I
• 39:57
  think
• 39:58
  the
• 39:58
  last
• 39:59
  thing
• 40:00
  I
• 40:00
  would
• 40:00
  really
• 40:00
  advise
• 40:01
  is
• 40:02
  that
• 40:03
  brands
• 40:03
  get
• 40:03
  in
• 40:04
  touch
• 40:04
  with
• 40:04
  my
• 40:04
  team.
• 40:05
  We
• 40:05
  are
• 40:06
  here
• 40:06
  and
• 40:06
  we
• 40:07
  are
• 40:07
  not
• 40:07
  yet
• 40:07
  in
• 40:07
  self
• 40:08
  service
• 40:08
  mode.
• 40:08
  We
• 40:09
  are
• 40:09
  not
• 40:09
  like
• 40:10
  everybody
• 40:10
  has
• 40:10
  to
• 40:10
  figure
• 40:11
  it
• 40:11
  out
• 40:11
  themselves
• 40:11
  in
• 40:12
  some
• 40:12
  kind
• 40:12
  of
• 40:13
  DIY
• 40:13
  heroism
• 40:14
  way.
• 40:15
  But
• 40:15
  we
• 40:15
  are
• 40:15
  very
• 40:16
  well
• 40:16
  aware
• 40:16
  it's
• 40:16
  a,
• 40:17
  it's
• 40:18
  a
• 40:18
  new
• 40:18
  channel,
• 40:18
  it's
• 40:18
  a
• 40:19
  new
• 40:19
  playbook
• 40:20
  and
• 40:21
  my
• 40:21
  team
• 40:21
  is
• 40:22
  really
• 40:22
  here
• 40:22
  to
• 40:23
  help.
• 40:23
  So
• 40:24
  reaching
• 40:24
  out
• 40:26
  like
• 40:26
  pinging
• 40:26
  me
• 40:26
  on
• 40:27
  LinkedIn
• 40:27
  or
• 40:27
  pinging
• 40:27
  others
• 40:28
  on
• 40:28
  LinkedIn
• 40:29
  or
• 40:29
  whatever,
• 40:30
  finding
• 40:30
  us
• 40:30
  on
• 40:30
  events,
• 40:31
  just
• 40:31
  asking
• 40:32
  all
• 40:32
  those
• 40:32
  questions
• 40:33
  that
• 40:33
  you
• 40:33
  might
• 40:33
  think
• 40:34
  are
• 40:34
  stupid
• 40:34
  but
• 40:34
  that
• 40:35
  probably
• 40:35
  everybody
• 40:35
  else
• 40:35
  has
• 40:36
  been
• 40:36
  wondering
• 40:36
  about,
• 40:37
  probably
• 40:38
  like
• 40:39
  that
• 40:39
  goes
• 40:39
  a
• 40:39
  long
• 40:40
  way.
• 40:42
  Yeah,
• 40:43
  that's
• 40:43
  actually
• 40:44
  quite
• 40:44
  interesting.
• 40:45
  So
• 40:45
  if
• 40:45
  you
• 40:45
  want
• 40:45
  to
• 40:45
  find
• 40:46
  max
• 40:46
  on
• 40:46
  LinkedIn,
• 40:47
  it's
• 40:47
  Maximilian
• 40:48
  Burjanek
• 40:49
  because
• 40:49
  I
• 40:50
  also
• 40:50
  had
• 40:51
  some
• 40:52
  difficulties
• 40:52
  when
• 40:53
  I
• 40:53
  first
• 40:53
  wanted
• 40:54
  to
• 40:54
  find
• 40:54
  you
• 40:54
  because
• 40:54
  you're
• 40:55
  there
• 40:55
  with
• 40:55
  your
• 40:55
  whole
• 40:55
  name
• 40:56
  obviously.
• 40:57
  So
• 40:57
  yeah,
• 40:58
  I
• 40:58
  think
• 40:58
  a
• 40:58
  huge
• 40:59
  thank
• 40:59
  you,
• 41:00
  Max,
• 41:00
  for
• 41:00
  joining
• 41:01
  us
• 41:01
  today
• 41:01
  and
• 41:01
  for
• 41:01
  being
• 41:02
  so
• 41:02
  direct
• 41:02
  about
• 41:03
  where
• 41:03
  things
• 41:04
  actually
• 41:04
  stand
• 41:05
  and
• 41:05
  what
• 41:06
  and
• 41:06
  how
• 41:06
  brands
• 41:07
  can
• 41:07
  actually
• 41:07
  work
• 41:07
  with
• 41:08
  TikTok
• 41:08
  shop
• 41:08
  shop.
• 41:09
  It
• 41:10
  was
• 41:10
  a
• 41:10
  pleasure.
• 41:11
  Thank
• 41:11
  you
• 41:11
  very
• 41:11
  much.
• 41:12
  Thank
• 41:13
  you.
• 41:14
  And
• 41:14
  thank
• 41:14
  you
• 41:14
  to
• 41:14
  all,
• 41:15
  all
• 41:15
  of
• 41:15
  you
• 41:15
  for
• 41:15
  listening
• 41:16
  today.
• 41:16
  I
• 41:16
  hope
• 41:17
  you
• 41:17
  enjoyed
• 41:17
  this
• 41:18
  episode
• 41:18
  and
• 41:18
  maybe
• 41:19
  got
• 41:19
  a
• 41:19
  few
• 41:19
  ideas
• 41:19
  on
• 41:20
  what
• 41:20
  to
• 41:20
  do
• 41:20
  on
• 41:20
  TikTok
• 41:21
  shop
• 41:21
  in
• 41:21
  the
• 41:21
  future.
• 41:22
  Please
• 41:23
  follow
• 41:23
  subscribe
• 41:24
  to
• 41:24
  let's
• 41:25
  Talk
• 41:25
  Marketplace.
• 41:25
  Always
• 41:26
  helpful
• 41:26
  if
• 41:26
  you
• 41:26
  are
• 41:27
  there
• 41:27
  on
• 41:27
  Spotify,
• 41:28
  Apple
• 41:28
  Podcasts,
• 41:29
  YouTube,
• 41:29
  wherever.
• 41:30
  And
• 41:31
  yeah,
• 41:31
  it
• 41:31
  was
• 41:32
  great
• 41:32
  to
• 41:33
  have
• 41:33
  had
• 41:33
  you
• 41:33
  for
• 41:33
  another
• 41:34
  episode.
• 41:36
  Okay.
• 41:37
  Right.
• 41:37
  And
• 41:37
  then
• 41:37
  hopefully
• 41:38
  tune
• 41:39
  in
• 41:39
  next
• 41:39
  time
• 41:39
  again.
• 41:40
  So
• 41:40
  thank
• 41:40
  you.
• 41:41
  Bye
• 41:41
  bye.
• 41:41
  Bye
• 41:42
  bye
• 41:42
  bye.
• 41:48
  You
• 41:48
  listen
• 41:48
  to
• 41:49
  let's
• 41:49
  Talk
• 41:49
  Marketplace,
• 41:50
  the.
• 41:50
  Marketplace
• 41:51
  podcast
• 41:52
  with
• 41:52
  Ingrid
• 41:52
  Lommer
• 41:53
  and
• 41:53
  Valerie
• 41:53
  Dichtel.