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TikTok Shop - A New Era in E-commerce? #LTM125 · Let's talk Marketplace

• 0:00
  TikTok
• 0:00
  is
• 0:00
  really
• 0:00
  the
• 0:01
  first
• 0:02
  one
• 0:02
  now
• 0:02
  who's
• 0:03
  like
• 0:03
  offering
• 0:04
  the
• 0:04
  whole
• 0:04
  ecosystem,
• 0:05
  from
• 0:06
  fulfillment
• 0:07
  to
• 0:08
  support
• 0:09
  to
• 0:10
  a
• 0:10
  marketplace
• 0:11
  infrastructure.
• 0:12
  So
• 0:12
  they
• 0:13
  really
• 0:13
  came
• 0:13
  prepared,
• 0:14
  I
• 0:14
  would
• 0:14
  say.
• 0:14
  So
• 0:14
  this
• 0:15
  is
• 0:15
  why
• 0:15
  it's
• 0:15
  cooking
• 0:15
  up
• 0:15
  again.
• 0:16
  And
• 0:16
  of
• 0:16
  course,
• 0:16
  because
• 0:17
  TikTok
• 0:17
  has
• 0:17
  such
• 0:18
  a
• 0:18
  hype
• 0:18
  since
• 0:19
  a
• 0:19
  few
• 0:19
  years
• 0:19
  now
• 0:19
  already.
• 0:24
  Let's
• 0:24
  Talk
• 0:25
  Marketplace.
• 0:25
  The
• 0:26
  Marketplace
• 0:26
  podcast
• 0:27
  with
• 0:27
  Ingrid
• 0:28
  Lohmer
• 0:28
  and
• 0:28
  Vanneri
• 0:29
  Dichter.
• 0:33
  Hello
• 0:33
  everyone,
• 0:34
  and
• 0:34
  welcome
• 0:34
  back
• 0:34
  to
• 0:35
  let's
• 0:35
  Talk
• 0:35
  Marketplace.
• 0:36
  I'm
• 0:36
  Ingrid
• 0:36
  and
• 0:36
  I'm
• 0:37
  glad
• 0:37
  you
• 0:37
  tuned
• 0:37
  in
• 0:38
  to
• 0:38
  our
• 0:38
  second
• 0:39
  summer
• 0:39
  Deep
• 0:40
  Dive
• 0:40
  episode.
• 0:41
  If
• 0:41
  you
• 0:41
  were
• 0:42
  with
• 0:42
  us
• 0:42
  two
• 0:42
  weeks
• 0:42
  ago,
• 0:43
  you
• 0:43
  might
• 0:43
  remember
• 0:44
  Stefan
• 0:44
  Wenzel,
• 0:45
  a
• 0:45
  German
• 0:45
  e
• 0:46
  commerce
• 0:46
  evangelist
• 0:47
  who
• 0:47
  gave
• 0:47
  us
• 0:47
  his
• 0:48
  thoughts
• 0:48
  on
• 0:49
  agentic
• 0:50
  commerce
• 0:50
  and
• 0:51
  how
• 0:51
  it's
• 0:51
  taking
• 0:51
  over
• 0:51
  e
• 0:52
  commerce
• 0:52
  and
• 0:52
  the
• 0:52
  Marketplace
• 0:53
  business.
• 0:53
  And
• 0:54
  as
• 0:54
  we
• 0:54
  have
• 0:54
  been
• 0:54
  talking
• 0:55
  so
• 0:55
  much
• 0:55
  about
• 0:56
  AI
• 0:56
  and
• 0:56
  robots
• 0:57
  and
• 0:57
  all
• 0:57
  that
• 0:58
  technical
• 0:58
  stuff,
• 0:58
  I
• 0:58
  thought
• 0:58
  it
• 0:59
  might
• 0:59
  be
• 0:59
  nice
• 0:59
  to
• 0:59
  have
• 1:00
  a
• 1:00
  counterpoint
• 1:01
  and
• 1:01
  talk
• 1:01
  about
• 1:02
  the
• 1:02
  more
• 1:02
  social
• 1:03
  side
• 1:03
  of
• 1:03
  commerce
• 1:04
  next.
• 1:04
  What
• 1:05
  do
• 1:05
  you
• 1:05
  think,
• 1:05
  Valerie?
• 1:05
  Yeah.
• 1:06
  Oh,
• 1:06
  yes,
• 1:06
  please.
• 1:07
  I
• 1:07
  mean,
• 1:08
  you
• 1:08
  know,
• 1:08
  I'm
• 1:08
  like
• 1:09
  the
• 1:09
  networker
• 1:09
  of
• 1:10
  us
• 1:10
  and
• 1:10
  like,
• 1:10
  I
• 1:11
  truly,
• 1:12
  truly
• 1:12
  love
• 1:13
  this
• 1:13
  part
• 1:13
  of
• 1:13
  like
• 1:14
  the
• 1:14
  social
• 1:14
  part
• 1:14
  of
• 1:14
  it
• 1:15
  and
• 1:15
  the
• 1:15
  e
• 1:15
  commerce
• 1:16
  part.
• 1:16
  So,
• 1:17
  I
• 1:18
  mean,
• 1:18
  I
• 1:18
  use
• 1:18
  a
• 1:18
  lot
• 1:18
  of
• 1:18
  like,
• 1:19
  AI
• 1:19
  and
• 1:20
  it's
• 1:20
  many
• 1:20
  possibilities
• 1:21
  in
• 1:21
  our
• 1:21
  business
• 1:22
  and
• 1:22
  also
• 1:22
  privately
• 1:24
  instead
• 1:25
  of
• 1:25
  Googling,
• 1:25
  for
• 1:26
  example.
• 1:26
  But
• 1:26
  even
• 1:27
  I
• 1:27
  was
• 1:27
  creeped
• 1:27
  out
• 1:28
  by
• 1:28
  some
• 1:28
  of
• 1:28
  the
• 1:28
  things
• 1:29
  Stefan
• 1:29
  had
• 1:30
  to
• 1:30
  say
• 1:30
  last
• 1:30
  time.
• 1:31
  So
• 1:31
  it
• 1:31
  would
• 1:31
  be
• 1:31
  great
• 1:31
  to
• 1:32
  turn
• 1:32
  the
• 1:32
  discussion
• 1:32
  into
• 1:33
  more
• 1:33
  human
• 1:34
  side
• 1:34
  of
• 1:34
  E
• 1:34
  commerce.
• 1:35
  And
• 1:35
  again,
• 1:35
  we
• 1:35
  have
• 1:36
  just
• 1:36
  the
• 1:36
  right
• 1:36
  person
• 1:36
  with
• 1:37
  us
• 1:37
  today
• 1:37
  to
• 1:38
  discuss
• 1:38
  everything
• 1:39
  social.
• 1:39
  And
• 1:40
  this
• 1:40
  is
• 1:40
  German
• 1:41
  marketing
• 1:41
  and
• 1:41
  logistics
• 1:42
  expert
• 1:42
  and
• 1:43
  fellow
• 1:43
  podcast
• 1:44
  host,
• 1:44
  Christina
• 1:44
  Mertens.
• 1:46
  It's
• 1:46
  great
• 1:46
  to
• 1:46
  finally
• 1:47
  have
• 1:47
  you
• 1:47
  on
• 1:47
  the
• 1:47
  show,
• 1:47
  Christina.
• 1:48
  Hi,
• 1:49
  Valerie.
• 1:49
  Hi,
• 1:49
  Ingrid.
• 1:50
  It's
• 1:50
  so
• 1:50
  good
• 1:50
  to
• 1:51
  be
• 1:51
  here.
• 1:51
  Thank
• 1:51
  you
• 1:51
  for
• 1:51
  inviting
• 1:52
  me.
• 1:53
  Yeah,
• 1:53
  warm
• 1:53
  welcome
• 1:54
  for
• 1:54
  me
• 1:54
  as
• 1:54
  well,
• 1:54
  Christina.
• 1:55
  Always
• 1:55
  great
• 1:55
  to
• 1:56
  have
• 1:56
  a
• 1:56
  podcast
• 1:56
  colleague
• 1:57
  here,
• 1:57
  and
• 1:57
  not
• 1:57
  just
• 1:57
  because
• 1:58
  the
• 1:58
  audio
• 1:58
  quality
• 1:58
  is
• 1:59
  always
• 1:59
  so
• 1:59
  much
• 1:59
  higher.
• 2:02
  Also
• 2:02
  because
• 2:02
  it's
• 2:03
  nice
• 2:03
  just
• 2:03
  talking
• 2:03
  with
• 2:03
  you
• 2:04
  and
• 2:04
  sharing
• 2:04
  your
• 2:04
  thoughts.
• 2:05
  So,
• 2:05
  yeah,
• 2:05
  why
• 2:05
  don't
• 2:06
  you
• 2:06
  introduce
• 2:06
  yourself
• 2:07
  a
• 2:07
  little
• 2:07
  bit?
• 2:07
  So
• 2:07
  for
• 2:08
  those
• 2:08
  listeners
• 2:09
  who
• 2:09
  have
• 2:09
  not
• 2:09
  yet
• 2:10
  tuned
• 2:10
  into
• 2:11
  the
• 2:11
  WeCommerce
• 2:12
  podcast
• 2:12
  so.
• 2:13
  Far,
• 2:14
  I'm
• 2:14
  Christina,
• 2:15
  I'm
• 2:15
  29
• 2:16
  years
• 2:16
  old
• 2:16
  and
• 2:17
  I'm
• 2:17
  leading
• 2:17
  the
• 2:18
  marketing
• 2:18
  team
• 2:18
  at
• 2:18
  Everstocks,
• 2:19
  which
• 2:19
  is
• 2:20
  an
• 2:20
  international
• 2:21
  fulfillment
• 2:22
  company
• 2:23
  for
• 2:23
  e
• 2:24
  commerce
• 2:24
  brands.
• 2:25
  And
• 2:25
  this
• 2:25
  is
• 2:25
  like
• 2:26
  my
• 2:26
  main
• 2:26
  job,
• 2:26
  but
• 2:27
  I
• 2:27
  also
• 2:27
  do
• 2:27
  a
• 2:28
  lot
• 2:28
  of
• 2:28
  side
• 2:28
  gigs,
• 2:29
  but
• 2:29
  besides
• 2:30
  that.
• 2:30
  So
• 2:30
  for
• 2:30
  example,
• 2:30
  I
• 2:30
  host
• 2:31
  my
• 2:31
  own
• 2:31
  podcast,
• 2:32
  VCommerce.
• 2:33
  It's
• 2:33
  called
• 2:34
  this
• 2:34
  one
• 2:35
  comes
• 2:35
  out
• 2:35
  every
• 2:35
  two
• 2:36
  weeks
• 2:36
  with
• 2:36
  news
• 2:36
  and
• 2:37
  then
• 2:37
  we
• 2:37
  have
• 2:37
  some
• 2:37
  special
• 2:38
  episodes.
• 2:39
  So
• 2:39
  Me,
• 2:40
  for
• 2:40
  example,
• 2:40
  I
• 2:41
  host
• 2:41
  a
• 2:42
  social
• 2:43
  commerce
• 2:44
  special
• 2:45
  series
• 2:45
  with
• 2:45
  the
• 2:46
  founder
• 2:46
  of
• 2:46
  the
• 2:46
  KA
• 2:47
  Fun,
• 2:47
  Jochen
• 2:48
  Krish,
• 2:49
  and
• 2:50
  my
• 2:50
  podcast
• 2:50
  co
• 2:50
  host.
• 2:51
  He
• 2:51
  hosts
• 2:51
  a
• 2:51
  regular
• 2:52
  series
• 2:52
  on
• 2:53
  retail
• 2:53
  media.
• 2:54
  And
• 2:55
  besides
• 2:55
  that,
• 2:55
  I
• 2:56
  also
• 2:56
  recently
• 2:57
  discovered.
• 2:59
  Yeah.
• 2:59
  Speakerships
• 3:00
  and
• 3:01
  yeah.
• 3:02
  Interviews
• 3:02
  and
• 3:03
  writing
• 3:04
  articles
• 3:04
  for
• 3:05
  bigger
• 3:05
  industry
• 3:06
  magazines
• 3:07
  for
• 3:07
  me.
• 3:07
  And
• 3:08
  yeah,
• 3:08
  that's
• 3:08
  what
• 3:08
  I
• 3:09
  do.
• 3:09
  Been
• 3:09
  in
• 3:09
  E
• 3:09
  commerce
• 3:10
  for
• 3:10
  eight,
• 3:11
  nine
• 3:11
  years
• 3:12
  now.
• 3:12
  Yeah.
• 3:14
  Wow.
• 3:14
  Yeah,
• 3:15
  I
• 3:15
  feel
• 3:16
  that.
• 3:16
  So,
• 3:17
  Christina,
• 3:18
  since
• 3:18
  the
• 3:18
  start
• 3:18
  of
• 3:19
  TikTok
• 3:19
  shop
• 3:19
  in
• 3:19
  Germany,
• 3:20
  you
• 3:20
  have
• 3:20
  become
• 3:20
  one
• 3:21
  of
• 3:21
  its
• 3:21
  strongest
• 3:21
  supporters,
• 3:22
  defending
• 3:23
  the
• 3:23
  new
• 3:23
  platform
• 3:23
  against
• 3:24
  critics
• 3:24
  and
• 3:25
  even
• 3:25
  giving
• 3:25
  your
• 3:25
  keynote
• 3:26
  at
• 3:26
  K5
• 3:26
  conference
• 3:27
  on
• 3:27
  how
• 3:28
  content
• 3:28
  creators
• 3:29
  offer
• 3:29
  a
• 3:29
  unique
• 3:30
  and
• 3:30
  personal
• 3:30
  entry
• 3:31
  point
• 3:31
  to
• 3:31
  the
• 3:31
  consumer
• 3:32
  journey,
• 3:32
  which
• 3:33
  might
• 3:33
  be
• 3:33
  the
• 3:33
  only
• 3:33
  thing
• 3:34
  holding
• 3:34
  up
• 3:34
  against
• 3:35
  AI
• 3:35
  commerce.
• 3:36
  How
• 3:36
  did
• 3:36
  you
• 3:36
  become
• 3:37
  TikTok
• 3:37
  shop's
• 3:38
  unofficial
• 3:38
  poster
• 3:39
  girl
• 3:39
  in
• 3:39
  Germany?
• 3:41
  I
• 3:41
  wouldn't
• 3:42
  even
• 3:42
  frame
• 3:42
  it
• 3:43
  that
• 3:43
  way
• 3:43
  because
• 3:44
  I
• 3:44
  actually
• 3:44
  released
• 3:45
  an
• 3:45
  episode
• 3:46
  with
• 3:46
  Jochen
• 3:47
  one
• 3:47
  or
• 3:47
  two
• 3:47
  months
• 3:47
  ago
• 3:48
  where
• 3:48
  we
• 3:49
  discussed
• 3:49
  the
• 3:49
  start
• 3:49
  of
• 3:50
  TikTok
• 3:50
  shop
• 3:51
  in
• 3:52
  Europe.
• 3:52
  And
• 3:52
  there's
• 3:53
  a
• 3:53
  lot
• 3:53
  of
• 3:54
  room
• 3:54
  to
• 3:54
  improve,
• 3:55
  I
• 3:55
  would
• 3:55
  say.
• 3:56
  But
• 3:56
  in
• 3:56
  general,
• 3:57
  I
• 3:57
  just
• 3:57
  like
• 3:57
  the
• 3:57
  idea
• 3:58
  that
• 3:58
  there's
• 3:58
  a
• 3:59
  new
• 3:59
  player
• 4:00
  and
• 4:00
  there's
• 4:00
  a
• 4:00
  new
• 4:01
  way
• 4:01
  of
• 4:02
  shopping
• 4:02
  actually
• 4:03
  coming
• 4:03
  to
• 4:04
  our
• 4:04
  smartphones
• 4:05
  and
• 4:06
  changing
• 4:06
  the
• 4:07
  way
• 4:07
  we
• 4:07
  shop.
• 4:08
  Whether
• 4:08
  it's
• 4:08
  going
• 4:08
  to
• 4:08
  be
• 4:09
  TikTok
• 4:09
  shop
• 4:10
  as
• 4:10
  the
• 4:10
  number
• 4:11
  one
• 4:11
  platform
• 4:12
  or
• 4:12
  another
• 4:12
  social
• 4:13
  commerce
• 4:13
  platform,
• 4:14
  I
• 4:14
  don't
• 4:15
  know.
• 4:15
  But
• 4:15
  I
• 4:15
  just
• 4:15
  think
• 4:16
  it's
• 4:16
  a
• 4:16
  nice
• 4:17
  and
• 4:17
  strong
• 4:18
  move
• 4:18
  for
• 4:18
  such
• 4:19
  a
• 4:19
  big
• 4:19
  social
• 4:19
  media
• 4:20
  platform
• 4:20
  to
• 4:20
  really
• 4:21
  take
• 4:21
  the
• 4:21
  step
• 4:22
  and
• 4:23
  pushing
• 4:24
  so
• 4:24
  hard
• 4:24
  towards
• 4:25
  commerce
• 4:25
  and
• 4:25
  also
• 4:26
  offering
• 4:26
  the
• 4:26
  whole
• 4:27
  commerce
• 4:27
  ecosystem.
• 4:28
  And
• 4:28
  I
• 4:28
  always
• 4:29
  think
• 4:29
  it's
• 4:29
  easy
• 4:29
  to
• 4:30
  point
• 4:30
  fingers
• 4:31
  and
• 4:31
  say,
• 4:31
  oh,
• 4:31
  this
• 4:31
  is
• 4:32
  never
• 4:32
  going
• 4:32
  to
• 4:32
  work
• 4:34
  as
• 4:34
  we
• 4:34
  like
• 4:34
  to
• 4:34
  do
• 4:35
  in
• 4:35
  Germany.
• 4:36
  So
• 4:36
  I
• 4:36
  would
• 4:37
  rather
• 4:37
  take
• 4:37
  a
• 4:38
  different
• 4:38
  perspective
• 4:39
  and
• 4:39
  just
• 4:39
  see
• 4:39
  the
• 4:39
  opportunities
• 4:40
  that
• 4:40
  are
• 4:40
  behind
• 4:41
  it.
• 4:41
  And
• 4:41
  also
• 4:41
  when
• 4:42
  you
• 4:42
  look
• 4:42
  at
• 4:42
  other
• 4:42
  markets
• 4:43
  where
• 4:43
  TikTok
• 4:44
  shop
• 4:44
  is
• 4:44
  operating
• 4:44
  or
• 4:45
  Douyin
• 4:45
  in
• 4:46
  China,
• 4:48
  there's
• 4:48
  just
• 4:48
  so
• 4:48
  much
• 4:48
  opportunity
• 4:49
  there.
• 4:50
  So
• 4:50
  I'm
• 4:50
  always
• 4:51
  a
• 4:51
  fan
• 4:51
  of
• 4:52
  looking
• 4:53
  what
• 4:53
  we
• 4:53
  can
• 4:53
  learn
• 4:54
  from
• 4:54
  that
• 4:54
  instead
• 4:55
  of
• 4:55
  just
• 4:56
  criticizing.
• 4:57
  And
• 4:57
  yeah,
• 4:57
  the
• 4:58
  people
• 4:58
  that
• 4:58
  work
• 4:58
  there
• 4:58
  are
• 4:58
  also
• 4:59
  nice,
• 4:59
  which
• 4:59
  helps.
• 5:02
  Yeah,
• 5:02
  well,
• 5:02
  I
• 5:03
  also
• 5:03
  agree
• 5:04
  with
• 5:04
  your
• 5:05
  point
• 5:05
  of
• 5:05
  view,
• 5:05
  actually,
• 5:07
  instead
• 5:07
  of
• 5:07
  like
• 5:07
  criticizing
• 5:09
  and
• 5:09
  seeing
• 5:09
  the
• 5:09
  opportunities.
• 5:12
  Tell
• 5:12
  us
• 5:13
  maybe
• 5:13
  a
• 5:13
  fun
• 5:13
  fact
• 5:14
  about
• 5:14
  you,
• 5:14
  Kristina.
• 5:16
  Yeah,
• 5:16
  I
• 5:16
  was
• 5:17
  thinking
• 5:17
  very
• 5:17
  hard
• 5:18
  about
• 5:19
  that
• 5:19
  one.
• 5:21
  I
• 5:21
  think
• 5:21
  a
• 5:21
  lot
• 5:22
  of
• 5:22
  people
• 5:22
  think
• 5:23
  that
• 5:23
  I'm
• 5:23
  a
• 5:23
  very
• 5:23
  organized
• 5:24
  person
• 5:24
  just
• 5:25
  because
• 5:25
  I
• 5:26
  do
• 5:26
  so
• 5:26
  much
• 5:27
  and
• 5:27
  I'm
• 5:28
  very
• 5:28
  outspoken
• 5:29
  about
• 5:29
  lots
• 5:30
  of
• 5:30
  things
• 5:30
  and
• 5:30
  I'm
• 5:31
  always
• 5:31
  at
• 5:31
  events.
• 5:31
  I'm
• 5:32
  like
• 5:32
  you,
• 5:32
  Valerie.
• 5:32
  I
• 5:32
  love
• 5:33
  networking
• 5:34
  and
• 5:34
  meeting
• 5:35
  people
• 5:35
  in
• 5:35
  person
• 5:36
  and
• 5:36
  then
• 5:36
  having
• 5:37
  my
• 5:37
  main
• 5:37
  job
• 5:37
  and
• 5:37
  my
• 5:38
  side
• 5:38
  gig.
• 5:38
  So
• 5:38
  everyone
• 5:39
  assumes
• 5:39
  that
• 5:40
  I'M
• 5:40
  a
• 5:40
  very
• 5:40
  organized
• 5:41
  person,
• 5:41
  but
• 5:42
  it's
• 5:42
  like
• 5:43
  the
• 5:43
  complete
• 5:43
  opposite.
• 5:44
  I
• 5:45
  don't
• 5:45
  know
• 5:45
  any
• 5:46
  person
• 5:46
  who's
• 5:47
  more
• 5:47
  chaotic
• 5:47
  than
• 5:48
  I
• 5:48
  am.
• 5:49
  So
• 5:49
  I'm
• 5:50
  basically
• 5:50
  under
• 5:50
  constant
• 5:51
  stress
• 5:52
  trying
• 5:52
  to
• 5:52
  handle
• 5:53
  everything
• 5:53
  and
• 5:53
  then
• 5:54
  staying
• 5:54
  on
• 5:54
  top
• 5:54
  of
• 5:54
  also
• 5:55
  e
• 5:55
  commerce
• 5:55
  trends
• 5:56
  and
• 5:56
  news
• 5:56
  and.
• 5:57
  Yeah.
• 5:58
  Putting
• 5:58
  everything
• 5:58
  under
• 5:59
  one
• 5:59
  roof
• 5:59
  and
• 6:00
  not
• 6:00
  go
• 6:00
  crazy.
• 6:01
  So,
• 6:01
  yeah,
• 6:01
  I
• 6:01
  would
• 6:01
  say
• 6:02
  this
• 6:02
  is
• 6:02
  a
• 6:03
  fact
• 6:03
  about
• 6:03
  myself
• 6:03
  that
• 6:04
  a
• 6:04
  lot
• 6:04
  of
• 6:04
  people
• 6:04
  don't
• 6:05
  know.
• 6:06
  Might
• 6:07
  not
• 6:07
  be
• 6:07
  so
• 6:07
  fun
• 6:07
  for
• 6:08
  you
• 6:08
  all
• 6:08
  the
• 6:08
  time,
• 6:09
  I
• 6:09
  guess,
• 6:09
  but
• 6:10
  we'll.
• 6:10
  Take
• 6:10
  it,
• 6:10
  I
• 6:11
  think.
• 6:11
  Right.
• 6:12
  Okay,
• 6:13
  Christina.
• 6:13
  Right.
• 6:13
  I
• 6:14
  think
• 6:14
  we're
• 6:14
  going
• 6:14
  to
• 6:15
  have
• 6:15
  a.
• 6:15
  Yeah.
• 6:17
  A
• 6:17
  diverse
• 6:17
  discussion
• 6:18
  about
• 6:18
  tik
• 6:18
  tok
• 6:19
  shop
• 6:19
  and
• 6:19
  other
• 6:19
  social
• 6:20
  commerce
• 6:21
  areas
• 6:22
  today
• 6:22
  with
• 6:22
  you.
• 6:23
  And
• 6:23
  that's
• 6:23
  great.
• 6:23
  So
• 6:24
  looking
• 6:24
  forward
• 6:24
  to
• 6:24
  that.
• 6:25
  And
• 6:25
  yeah,
• 6:26
  let's
• 6:26
  dive
• 6:26
  right
• 6:26
  into
• 6:27
  it
• 6:27
  after
• 6:27
  a
• 6:27
  very
• 6:28
  quick
• 6:28
  break
• 6:28
  and
• 6:29
  a
• 6:29
  look
• 6:29
  at
• 6:29
  one
• 6:30
  of
• 6:30
  our
• 6:30
  partners.
• 6:37
  Would
• 6:37
  you
• 6:38
  like
• 6:38
  to
• 6:38
  expand
• 6:38
  your
• 6:38
  marketplace
• 6:39
  business
• 6:39
  across
• 6:39
  Europe
• 6:40
  then
• 6:41
  Kaufland
• 6:41
  Global
• 6:41
  Marketplace
• 6:42
  might
• 6:42
  be
• 6:43
  worth
• 6:43
  a
• 6:43
  look
• 6:43
  for
• 6:43
  you.
• 6:44
  They
• 6:44
  launched
• 6:44
  in
• 6:45
  Czech
• 6:45
  Republic,
• 6:45
  in
• 6:45
  Slovakia
• 6:46
  and
• 6:46
  Poland,
• 6:47
  and
• 6:47
  in
• 6:47
  Austria
• 6:48
  in
• 6:48
  the
• 6:48
  last
• 6:48
  year.
• 6:49
  Years.
• 6:49
  And
• 6:49
  now
• 6:49
  they're
• 6:49
  expanding
• 6:50
  their
• 6:50
  marketplace
• 6:51
  network
• 6:51
  to
• 6:51
  France
• 6:52
  and
• 6:52
  Italy,
• 6:52
  two
• 6:53
  of
• 6:53
  the
• 6:53
  largest
• 6:53
  e
• 6:53
  commerce
• 6:54
  markets
• 6:54
  in
• 6:54
  Europe.
• 6:55
  Yeah.
• 6:56
  France
• 6:56
  went
• 6:56
  live
• 6:57
  on
• 6:57
  August
• 6:57
  12th
• 6:58
  at
• 6:58
  10am,
• 6:59
  entering
• 6:59
  a
• 6:59
  60
• 7:00
  billion
• 7:00
  market
• 7:01
  with
• 7:01
  over
• 7:01
  37
• 7:02
  million
• 7:02
  online
• 7:03
  shoppers.
• 7:03
  Italy
• 7:04
  will
• 7:04
  follow
• 7:04
  in
• 7:05
  just
• 7:05
  a
• 7:05
  few
• 7:05
  weeks,
• 7:05
  adding
• 7:06
  another
• 7:06
  58
• 7:07
  billion
• 7:08
  euro
• 7:08
  market
• 7:08
  and
• 7:09
  2020
• 7:09
  million
• 7:10
  potential
• 7:11
  customers.
• 7:13
  And
• 7:13
  onboarding
• 7:14
  has
• 7:14
  never
• 7:14
  been
• 7:14
  easier
• 7:15
  with
• 7:15
  Kaufland.
• 7:16
  Automatic
• 7:16
  translation
• 7:17
  of
• 7:17
  product
• 7:17
  data
• 7:18
  and
• 7:18
  legal
• 7:18
  texts,
• 7:19
  product
• 7:19
  transfer
• 7:19
  with
• 7:20
  just
• 7:20
  a
• 7:20
  few
• 7:20
  click
• 7:21
  and
• 7:21
  unified
• 7:21
  shipping
• 7:22
  groups
• 7:23
  all
• 7:23
  over
• 7:23
  the
• 7:24
  Kaufland
• 7:24
  marketplace.
• 7:25
  That's
• 7:26
  just
• 7:26
  some
• 7:26
  of
• 7:27
  the
• 7:27
  features
• 7:27
  that
• 7:28
  Kaufland
• 7:28
  offers.
• 7:29
  And
• 7:29
  sellers
• 7:30
  generate
• 7:30
  on
• 7:30
  average
• 7:31
  50%
• 7:32
  plus
• 7:32
  additional
• 7:33
  revenue
• 7:33
  when
• 7:33
  they
• 7:34
  sell
• 7:34
  on
• 7:34
  all
• 7:34
  Kaufland
• 7:35
  marketplaces
• 7:36
  instead
• 7:36
  of
• 7:36
  just
• 7:36
  one.
• 7:37
  And
• 7:37
  here's
• 7:38
  the
• 7:38
  best
• 7:38
  part.
• 7:38
  There's
• 7:39
  a
• 7:39
  special
• 7:39
  offer
• 7:39
  for
• 7:39
  new
• 7:40
  sellers
• 7:40
  with
• 7:40
  a
• 7:40
  voucher
• 7:41
  code,
• 7:42
  MP
• 7:44
  Uni
• 7:45
  2025,
• 7:46
  all
• 7:46
  in
• 7:46
  big
• 7:47
  letters
• 7:47
  written.
• 7:48
  You
• 7:48
  can
• 7:48
  sell
• 7:48
  without
• 7:49
  paying
• 7:49
  a
• 7:49
  base
• 7:50
  fee
• 7:50
  for
• 7:50
  three
• 7:50
  months
• 7:51
  on
• 7:51
  all
• 7:51
  Kafa
• 7:52
  marketpl.
• 7:52
  Valid
• 7:53
  only
• 7:53
  for
• 7:53
  new
• 7:53
  registrations
• 7:54
  until
• 7:54
  October
• 7:55
  31,
• 7:56
  2025.
• 7:57
  Curious.
• 7:58
  You
• 7:58
  will
• 7:58
  find
• 7:58
  the
• 7:58
  registration
• 7:59
  link
• 7:59
  in
• 7:59
  the
• 7:59
  show
• 8:00
  notes
• 8:00
  and
• 8:00
  the
• 8:00
  code
• 8:00
  there
• 8:01
  as
• 8:01
  well.
• 8:07
  Okay,
• 8:07
  then
• 8:08
  let's
• 8:08
  go
• 8:08
  into
• 8:09
  talking
• 8:09
  about
• 8:09
  social
• 8:10
  commerce.
• 8:11
  Okay,
• 8:11
  Cristina.
• 8:12
  I
• 8:12
  mean,
• 8:12
  social
• 8:12
  commerce
• 8:13
  is
• 8:13
  not
• 8:13
  really
• 8:13
  a
• 8:13
  new
• 8:14
  idea,
• 8:14
  is
• 8:14
  it?
• 8:14
  It's
• 8:15
  been
• 8:15
  flickering
• 8:15
  through
• 8:15
  e
• 8:16
  commerce
• 8:16
  on
• 8:16
  an
• 8:16
  off
• 8:17
  off
• 8:17
  over
• 8:17
  the
• 8:17
  last
• 8:17
  10
• 8:18
  years.
• 8:18
  And
• 8:19
  I
• 8:19
  think
• 8:19
  it
• 8:19
  was
• 8:20
  one
• 8:20
  of
• 8:20
  those
• 8:20
  things
• 8:20
  you've
• 8:21
  been
• 8:21
  following
• 8:21
  the
• 8:22
  market
• 8:22
  just
• 8:22
  as
• 8:23
  long
• 8:23
  as
• 8:23
  we
• 8:23
  have.
• 8:24
  That
• 8:24
  has
• 8:24
  always
• 8:24
  been
• 8:25
  in
• 8:25
  the
• 8:25
  background
• 8:25
  and
• 8:26
  people
• 8:26
  were
• 8:26
  going
• 8:26
  like,
• 8:26
  yeah,
• 8:27
  when
• 8:27
  it's
• 8:27
  going
• 8:27
  to
• 8:28
  have
• 8:28
  its
• 8:28
  breakthrough.
• 8:29
  So
• 8:30
  in
• 8:30
  what
• 8:30
  ways
• 8:30
  do
• 8:31
  you
• 8:31
  think
• 8:31
  does
• 8:31
  TikTok
• 8:32
  Shop
• 8:32
  differ
• 8:32
  from
• 8:33
  all
• 8:33
  the
• 8:33
  older
• 8:33
  attempts
• 8:34
  from,
• 8:34
  I
• 8:34
  don't
• 8:34
  know,
• 8:34
  Pinterest
• 8:35
  and
• 8:35
  Instagram
• 8:36
  and
• 8:36
  the
• 8:36
  like.
• 8:37
  So
• 8:37
  first
• 8:38
  of
• 8:38
  all,
• 8:38
  I
• 8:38
  would
• 8:38
  say
• 8:39
  that
• 8:39
  social
• 8:39
  commerce
• 8:40
  has
• 8:40
  been
• 8:40
  around
• 8:40
  for
• 8:41
  20
• 8:41
  years
• 8:42
  already,
• 8:42
  not
• 8:42
  10
• 8:43
  years.
• 8:43
  I
• 8:43
  think
• 8:43
  it
• 8:44
  really
• 8:44
  started
• 8:45
  with
• 8:45
  the
• 8:45
  introduction
• 8:46
  of
• 8:47
  Facebook
• 8:48
  and
• 8:49
  Facebook
• 8:49
  ads
• 8:49
  especially.
• 8:51
  I
• 8:51
  think
• 8:51
  this
• 8:52
  was
• 8:52
  the
• 8:53
  start
• 8:53
  of
• 8:53
  people
• 8:54
  getting
• 8:54
  used
• 8:54
  to
• 8:55
  consumerism
• 8:56
  on
• 8:57
  social
• 8:57
  media
• 8:58
  platforms,
• 8:58
  which
• 8:58
  is
• 8:59
  essentially
• 8:59
  what
• 9:00
  social
• 9:00
  commerce
• 9:01
  is.
• 9:01
  And
• 9:03
  Jochen
• 9:03
  actually
• 9:04
  published
• 9:05
  a
• 9:05
  paper
• 9:05
  back
• 9:05
  then.
• 9:05
  I
• 9:06
  think
• 9:06
  it
• 9:06
  was
• 9:07
  really
• 9:07
  20
• 9:07
  or
• 9:07
  21
• 9:08
  years
• 9:08
  ago.
• 9:08
  Of
• 9:08
  course,
• 9:09
  all
• 9:09
  the
• 9:09
  social
• 9:09
  media
• 9:10
  platforms
• 9:10
  and
• 9:11
  the
• 9:11
  whole
• 9:11
  landscape
• 9:11
  looked
• 9:12
  a
• 9:12
  lot
• 9:12
  different
• 9:12
  from
• 9:13
  what
• 9:13
  we
• 9:13
  see
• 9:13
  now.
• 9:14
  But,
• 9:14
  yeah,
• 9:15
  it's
• 9:15
  a
• 9:15
  very
• 9:15
  old
• 9:17
  topic
• 9:17
  that's
• 9:18
  cooking
• 9:18
  up
• 9:18
  again.
• 9:19
  I
• 9:20
  think
• 9:20
  the
• 9:20
  reason
• 9:20
  why
• 9:21
  that's
• 9:21
  the
• 9:21
  case
• 9:21
  is
• 9:21
  because
• 9:22
  the
• 9:22
  attempts
• 9:23
  have
• 9:23
  never
• 9:24
  been
• 9:24
  as
• 9:24
  strong
• 9:25
  as
• 9:25
  they
• 9:26
  are
• 9:26
  now.
• 9:27
  So
• 9:27
  Instagram,
• 9:28
  of
• 9:28
  course,
• 9:29
  they
• 9:29
  had
• 9:29
  Instagram
• 9:30
  Shopping,
• 9:30
  which
• 9:31
  they
• 9:31
  then
• 9:32
  abandoned
• 9:33
  again
• 9:34
  in
• 9:34
  favor
• 9:34
  of
• 9:34
  investing
• 9:35
  more
• 9:35
  towards
• 9:35
  ads
• 9:36
  and
• 9:36
  not
• 9:36
  really
• 9:36
  integrating
• 9:37
  commerce
• 9:38
  into
• 9:38
  their
• 9:39
  Instagram
• 9:39
  platform.
• 9:40
  But.
• 9:40
  But
• 9:41
  the
• 9:41
  problem
• 9:41
  with
• 9:42
  that
• 9:42
  was
• 9:42
  that
• 9:44
  they
• 9:44
  launched
• 9:44
  it
• 9:45
  because
• 9:45
  Mark
• 9:46
  Zuckerberg
• 9:46
  himself
• 9:47
  said,
• 9:47
  like,
• 9:47
  social
• 9:47
  commerce
• 9:48
  is
• 9:48
  the
• 9:48
  next
• 9:48
  big
• 9:49
  thing
• 9:49
  to
• 9:49
  blow
• 9:49
  up.
• 9:50
  I
• 9:50
  think
• 9:50
  he
• 9:50
  said
• 9:50
  that
• 9:50
  in
• 9:51
  2008.
• 9:51
  So
• 9:52
  really
• 9:52
  a
• 9:52
  long
• 9:52
  time
• 9:53
  ago.
• 9:54
  But
• 9:54
  then
• 9:55
  they
• 9:55
  didn't
• 9:55
  really
• 9:55
  commit
• 9:56
  to
• 9:56
  it,
• 9:57
  so
• 9:57
  they
• 9:58
  implemented
• 9:58
  it,
• 9:58
  but
• 9:59
  they
• 9:59
  didn't
• 9:59
  put
• 9:59
  enough
• 10:00
  resources
• 10:00
  on
• 10:00
  it.
• 10:00
  And
• 10:01
  what
• 10:01
  happened
• 10:01
  was
• 10:02
  that
• 10:02
  the
• 10:02
  customer
• 10:03
  journey
• 10:03
  eventually
• 10:05
  was
• 10:05
  not
• 10:06
  really
• 10:06
  nice.
• 10:06
  The
• 10:06
  whole
• 10:07
  experience
• 10:07
  was
• 10:07
  not
• 10:07
  really
• 10:08
  nice
• 10:08
  because
• 10:08
  there
• 10:08
  was
• 10:09
  a
• 10:09
  lot
• 10:09
  of
• 10:09
  chaos
• 10:09
  with
• 10:10
  like
• 10:10
  fake
• 10:10
  sellers,
• 10:11
  fake
• 10:12
  products,
• 10:12
  lots
• 10:13
  of
• 10:13
  issues
• 10:13
  with
• 10:14
  shipping,
• 10:14
  with
• 10:15
  returns.
• 10:15
  There
• 10:15
  was
• 10:16
  such
• 10:17
  a
• 10:17
  gray
• 10:17
  area
• 10:18
  of
• 10:18
  who's
• 10:18
  responsible
• 10:19
  and
• 10:19
  who's
• 10:20
  not
• 10:20
  responsible.
• 10:21
  And
• 10:22
  I
• 10:22
  think
• 10:23
  that's
• 10:23
  where
• 10:24
  you
• 10:24
  have
• 10:24
  to
• 10:25
  base
• 10:26
  your
• 10:26
  strategy
• 10:27
  on
• 10:27
  really.
• 10:27
  What
• 10:28
  does
• 10:28
  the
• 10:28
  end
• 10:28
  customer
• 10:29
  experience
• 10:30
  on
• 10:30
  your
• 10:30
  platform
• 10:31
  that
• 10:31
  have
• 10:31
  the
• 10:31
  idea,
• 10:32
  oh,
• 10:32
  it
• 10:32
  would
• 10:32
  be
• 10:32
  nice
• 10:32
  if
• 10:33
  people
• 10:33
  connect
• 10:34
  their
• 10:34
  products
• 10:34
  and
• 10:34
  then
• 10:34
  you
• 10:35
  can
• 10:35
  just
• 10:35
  shop
• 10:35
  on
• 10:35
  Instagram
• 10:36
  and
• 10:36
  then
• 10:36
  let's
• 10:37
  go,
• 10:37
  let's
• 10:37
  push
• 10:37
  it
• 10:37
  into
• 10:38
  the
• 10:38
  market.
• 10:38
  But
• 10:38
  really
• 10:39
  excel
• 10:39
  also
• 10:40
  at
• 10:40
  the
• 10:41
  fulfillment
• 10:41
  part
• 10:42
  of
• 10:42
  the
• 10:42
  orders
• 10:43
  and
• 10:43
  then
• 10:44
  returns,
• 10:45
  processes
• 10:45
  and
• 10:45
  everything.
• 10:47
  They
• 10:47
  later
• 10:48
  introduced
• 10:49
  a
• 10:49
  checkout
• 10:49
  again
• 10:50
  in
• 10:50
  the
• 10:50
  U.S.
• 10:50
  i
• 10:51
  think
• 10:51
  it's
• 10:51
  still
• 10:52
  live
• 10:52
  now.
• 10:54
  And
• 10:54
  of
• 10:55
  course
• 10:55
  we
• 10:55
  also
• 10:55
  see
• 10:56
  other
• 10:56
  ways
• 10:57
  of
• 10:57
  social
• 10:57
  media
• 10:58
  platforms
• 10:59
  pushing
• 11:00
  social
• 11:00
  commerce,
• 11:01
  like
• 11:01
  Pinterest
• 11:02
  with
• 11:02
  their
• 11:02
  shoppable
• 11:03
  pins,
• 11:03
  for
• 11:03
  example,
• 11:04
  where
• 11:04
  you
• 11:04
  don't
• 11:05
  check
• 11:05
  out
• 11:05
  on
• 11:06
  Pinterest
• 11:06
  itself,
• 11:07
  but
• 11:07
  then
• 11:07
  you're
• 11:08
  basically
• 11:09
  led
• 11:09
  to
• 11:10
  the
• 11:10
  product
• 11:10
  page
• 11:10
  of
• 11:11
  the,
• 11:11
  of
• 11:11
  the
• 11:12
  vendor.
• 11:13
  Snapchat
• 11:13
  has
• 11:14
  this.
• 11:14
  So
• 11:14
  all
• 11:14
  the
• 11:15
  big
• 11:15
  social
• 11:16
  media
• 11:16
  platforms
• 11:17
  have
• 11:17
  integrations
• 11:18
  with
• 11:19
  commerce
• 11:20
  platforms
• 11:20
  like
• 11:20
  Shopify,
• 11:21
  for
• 11:21
  example.
• 11:22
  But
• 11:22
  TikTok
• 11:22
  is
• 11:23
  really
• 11:23
  the
• 11:24
  first
• 11:24
  One
• 11:24
  now
• 11:25
  who's
• 11:25
  like
• 11:25
  offering
• 11:26
  the
• 11:27
  whole
• 11:27
  ecosystem
• 11:28
  from
• 11:28
  fulfillment
• 11:30
  to
• 11:31
  support
• 11:32
  to
• 11:32
  a
• 11:32
  marketplace
• 11:33
  infrastructure.
• 11:34
  So
• 11:34
  they're,
• 11:35
  they
• 11:35
  really
• 11:35
  came
• 11:35
  prepared,
• 11:36
  I
• 11:36
  would
• 11:36
  say.
• 11:37
  So
• 11:37
  this
• 11:37
  is
• 11:37
  why
• 11:37
  it's
• 11:37
  cooking
• 11:38
  up
• 11:38
  again.
• 11:38
  And
• 11:38
  of
• 11:39
  course
• 11:39
  because
• 11:39
  TikTok
• 11:40
  has
• 11:40
  such
• 11:40
  a
• 11:40
  hype
• 11:41
  since
• 11:41
  a
• 11:41
  few
• 11:41
  years
• 11:42
  now
• 11:42
  already.
• 11:44
  Interesting
• 11:44
  because
• 11:45
  we
• 11:46
  recently
• 11:46
  did
• 11:46
  a
• 11:47
  research
• 11:47
  on
• 11:48
  the
• 11:48
  status
• 11:48
  of
• 11:48
  TikTok
• 11:49
  shop
• 11:49
  in
• 11:49
  Germany
• 11:50
  at
• 11:50
  the
• 11:50
  moment
• 11:51
  and
• 11:51
  a
• 11:51
  colleague
• 11:52
  of
• 11:52
  ours
• 11:53
  asked
• 11:53
  a
• 11:53
  lot
• 11:53
  of
• 11:53
  brands
• 11:54
  about
• 11:54
  their
• 11:54
  experiences.
• 11:55
  And
• 11:55
  as
• 11:56
  you
• 11:56
  know
• 11:56
  as
• 11:56
  well,
• 11:56
  there
• 11:57
  were
• 11:57
  some
• 11:57
  cases
• 11:58
  of
• 11:58
  brands
• 11:58
  pulling
• 11:59
  out
• 11:59
  like
• 11:59
  about
• 11:59
  you
• 12:00
  for
• 12:00
  example,
• 12:00
  and
• 12:01
  other
• 12:01
  big
• 12:01
  brands
• 12:02
  that
• 12:03
  everyone
• 12:03
  would
• 12:03
  have
• 12:03
  betted
• 12:04
  on
• 12:04
  going
• 12:04
  for
• 12:05
  TikTok
• 12:05
  Shop,
• 12:05
  not
• 12:06
  even
• 12:06
  trying
• 12:06
  it
• 12:06
  like
• 12:07
  Knox
• 12:07
  or
• 12:07
  so.
• 12:08
  So,
• 12:09
  and,
• 12:09
  and
• 12:10
  now
• 12:10
  you
• 12:10
  say
• 12:10
  they
• 12:10
  came
• 12:11
  prepared.
• 12:12
  And
• 12:12
  I
• 12:13
  think
• 12:13
  our
• 12:13
  colleagues.
• 12:15
  Ricardo's
• 12:16
  Idea
• 12:16
  was,
• 12:16
  okay,
• 12:17
  TikTok
• 12:17
  shop
• 12:17
  is
• 12:18
  still
• 12:18
  not
• 12:19
  an
• 12:19
  a
• 12:19
  marketplace
• 12:20
  or
• 12:20
  online
• 12:21
  shop.
• 12:21
  It's.
• 12:21
  It's
• 12:21
  an
• 12:22
  entertainment
• 12:22
  platform
• 12:23
  and
• 12:23
  commerce
• 12:24
  is
• 12:24
  an
• 12:24
  afterthought.
• 12:25
  How
• 12:26
  do
• 12:26
  these
• 12:26
  things
• 12:27
  go
• 12:27
  together?
• 12:27
  Because
• 12:28
  you
• 12:28
  say
• 12:28
  in
• 12:29
  when
• 12:29
  you
• 12:29
  just
• 12:29
  said
• 12:30
  it
• 12:30
  is
• 12:30
  now
• 12:31
  the
• 12:32
  social
• 12:32
  commerce
• 12:32
  is
• 12:32
  now
• 12:33
  at
• 12:33
  a
• 12:33
  point
• 12:33
  where
• 12:33
  they
• 12:33
  can
• 12:34
  really
• 12:34
  do
• 12:34
  the
• 12:34
  commerce
• 12:35
  part
• 12:35
  as
• 12:35
  well
• 12:35
  and
• 12:35
  not
• 12:36
  just
• 12:36
  the
• 12:36
  social
• 12:36
  part.
• 12:37
  Yeah.
• 12:38
  So
• 12:38
  first
• 12:38
  of
• 12:38
  all,
• 12:39
  I
• 12:39
  don't
• 12:39
  really
• 12:39
  like
• 12:40
  the
• 12:40
  about
• 12:40
  you
• 12:40
  example
• 12:41
  because
• 12:42
  when
• 12:42
  you
• 12:42
  think
• 12:42
  about
• 12:42
  it
• 12:43
  from
• 12:43
  an
• 12:43
  about
• 12:43
  you
• 12:44
  point
• 12:44
  of
• 12:44
  view,
• 12:44
  they're
• 12:45
  a
• 12:45
  marketplace
• 12:45
  themselves.
• 12:46
  So
• 12:46
  they
• 12:46
  don't
• 12:47
  really
• 12:47
  have
• 12:48
  a
• 12:48
  high
• 12:48
  interest
• 12:49
  in
• 12:49
  pushing
• 12:50
  another
• 12:50
  marketplace
• 12:51
  like
• 12:51
  Tik
• 12:51
  Tok
• 12:51
  Shop.
• 12:52
  And
• 12:52
  also
• 12:53
  I
• 12:53
  thought
• 12:53
  that
• 12:54
  after
• 12:54
  such
• 12:55
  a
• 12:55
  short
• 12:55
  time
• 12:56
  like
• 12:56
  publishing
• 12:56
  LinkedIn
• 12:57
  posts
• 12:57
  or
• 12:57
  giving
• 12:57
  interviews,
• 12:58
  after
• 12:58
  two
• 12:58
  weeks
• 12:59
  saying
• 12:59
  oh,
• 12:59
  Tik
• 12:59
  Tok
• 12:59
  Shop
• 12:59
  is,
• 13:00
  it's
• 13:00
  never
• 13:00
  going
• 13:00
  to
• 13:00
  work
• 13:01
  out,
• 13:02
  I
• 13:02
  think
• 13:02
  is
• 13:02
  ridiculous,
• 13:03
  like
• 13:03
  straight
• 13:04
  up.
• 13:05
  Because
• 13:06
  more
• 13:06
  marketing
• 13:06
  than.
• 13:08
  Yeah,
• 13:09
  exactly.
• 13:09
  I
• 13:09
  think
• 13:10
  you
• 13:10
  have
• 13:10
  to
• 13:11
  also
• 13:11
  give
• 13:11
  new
• 13:12
  platforms
• 13:13
  a
• 13:13
  certain
• 13:14
  time
• 13:15
  to
• 13:15
  evolve
• 13:16
  because
• 13:17
  I
• 13:17
  didn't
• 13:17
  like
• 13:18
  the
• 13:18
  way
• 13:18
  the
• 13:18
  TikTok
• 13:18
  shop
• 13:19
  rolled
• 13:19
  out
• 13:19
  in
• 13:21
  Germany
• 13:21
  because
• 13:22
  it
• 13:22
  was
• 13:22
  basically,
• 13:22
  you
• 13:22
  got
• 13:23
  one
• 13:23
  pop
• 13:23
  up,
• 13:23
  like
• 13:24
  when
• 13:24
  they
• 13:24
  update
• 13:25
  the
• 13:25
  terms
• 13:25
  and
• 13:25
  conditions
• 13:26
  or
• 13:26
  whatever.
• 13:26
  You
• 13:26
  see
• 13:26
  it
• 13:27
  for
• 13:27
  half
• 13:27
  a
• 13:27
  second
• 13:27
  and
• 13:27
  you're
• 13:28
  like,
• 13:28
  yeah,
• 13:28
  whatever.
• 13:29
  So
• 13:29
  it
• 13:29
  basically
• 13:29
  said,
• 13:30
  yeah,
• 13:30
  TikTok
• 13:31
  shop
• 13:31
  is
• 13:31
  here
• 13:31
  now.
• 13:31
  And
• 13:32
  you're
• 13:32
  like,
• 13:32
  huh,
• 13:32
  what
• 13:32
  the
• 13:33
  fuck?
• 13:33
  And
• 13:33
  then
• 13:33
  you
• 13:33
  click,
• 13:34
  click
• 13:35
  on
• 13:35
  the
• 13:35
  X
• 13:35
  and
• 13:35
  want
• 13:36
  to
• 13:36
  keep
• 13:36
  scrolling.
• 13:37
  And
• 13:37
  then
• 13:37
  it
• 13:37
  was
• 13:37
  just
• 13:37
  there.
• 13:38
  So
• 13:38
  a
• 13:38
  lot
• 13:38
  of
• 13:38
  people
• 13:39
  were
• 13:39
  also
• 13:39
  confused.
• 13:40
  I
• 13:40
  collected
• 13:40
  a
• 13:40
  lot
• 13:40
  of
• 13:40
  screenshots
• 13:41
  like
• 13:41
  from
• 13:42
  the
• 13:42
  comment
• 13:43
  sections
• 13:43
  where
• 13:43
  people
• 13:43
  were
• 13:44
  like,
• 13:44
  what
• 13:44
  is
• 13:45
  this?
• 13:45
  Where
• 13:45
  can
• 13:45
  I
• 13:45
  buy
• 13:46
  this?
• 13:46
  Is
• 13:46
  the
• 13:46
  safe?
• 13:47
  Is
• 13:47
  this
• 13:47
  fake?
• 13:48
  So
• 13:48
  there
• 13:48
  was
• 13:48
  not
• 13:48
  a
• 13:49
  lot
• 13:49
  of
• 13:49
  missionary
• 13:50
  work,
• 13:50
  so
• 13:51
  to
• 13:51
  say
• 13:51
  towards
• 13:51
  the
• 13:52
  end
• 13:52
  consumer,
• 13:52
  who's
• 13:53
  the
• 13:53
  most
• 13:53
  important
• 13:53
  part
• 13:54
  in
• 13:54
  this
• 13:54
  whole
• 13:55
  thing?
• 13:55
  Because
• 13:55
  these
• 13:56
  are
• 13:56
  the
• 13:56
  ones
• 13:56
  that
• 13:56
  have
• 13:56
  to
• 13:57
  buy.
• 13:57
  So
• 13:58
  a
• 13:58
  Lot
• 13:58
  of
• 13:58
  like
• 13:58
  very
• 13:59
  public
• 13:59
  voices
• 14:00
  I
• 14:00
  think
• 14:02
  went
• 14:02
  public
• 14:02
  with
• 14:03
  their
• 14:03
  opinion
• 14:04
  too
• 14:04
  soon.
• 14:04
  I
• 14:05
  think
• 14:05
  you
• 14:05
  can
• 14:05
  really
• 14:06
  only
• 14:07
  say
• 14:07
  how
• 14:07
  it
• 14:07
  goes
• 14:08
  after
• 14:08
  maybe
• 14:08
  one
• 14:09
  year
• 14:09
  then
• 14:09
  you
• 14:09
  can
• 14:09
  say
• 14:10
  okay,
• 14:10
  what's
• 14:10
  the
• 14:10
  gmv?
• 14:11
  Which
• 14:11
  brands
• 14:12
  perform
• 14:13
  well?
• 14:14
  I
• 14:15
  mean
• 14:15
  also
• 14:15
  when
• 14:15
  I,
• 14:17
  when
• 14:17
  I
• 14:17
  talk
• 14:18
  with
• 14:18
  brands
• 14:19
  who
• 14:19
  said
• 14:19
  like
• 14:19
  okay,
• 14:20
  we
• 14:20
  are
• 14:20
  we
• 14:20
  onboarded
• 14:21
  on
• 14:21
  Amazon
• 14:21
  our
• 14:22
  products
• 14:23
  and
• 14:23
  while
• 14:23
  we're
• 14:24
  not
• 14:24
  selling
• 14:24
  that,
• 14:24
  selling
• 14:25
  that
• 14:25
  much
• 14:25
  and
• 14:25
  I
• 14:25
  was
• 14:25
  like
• 14:26
  yeah,
• 14:26
  how
• 14:26
  long
• 14:26
  are
• 14:26
  you
• 14:27
  selling?
• 14:27
  Three
• 14:27
  weeks.
• 14:28
  Like
• 14:29
  okay,
• 14:29
  exactly,
• 14:29
  give
• 14:30
  it
• 14:30
  time.
• 14:30
  Right.
• 14:31
  I
• 14:31
  also
• 14:31
  said
• 14:31
  like
• 14:31
  you
• 14:31
  need
• 14:32
  like
• 14:32
  minimum
• 14:32
  three
• 14:33
  months
• 14:33
  time
• 14:33
  to
• 14:34
  ramp
• 14:34
  up
• 14:34
  to
• 14:35
  like
• 14:35
  get
• 14:35
  the
• 14:35
  products
• 14:36
  listed,
• 14:36
  to
• 14:36
  get
• 14:36
  the
• 14:37
  visibility,
• 14:37
  the
• 14:37
  impressions,
• 14:38
  etc.
• 14:39
  And
• 14:39
  this
• 14:39
  is
• 14:40
  example.
• 14:40
  You
• 14:40
  can
• 14:40
  also
• 14:41
  like
• 14:42
  yeah
• 14:42
  copy
• 14:43
  to
• 14:43
  TikTok
• 14:43
  shop
• 14:44
  rights
• 14:44
  and
• 14:44
  especially
• 14:45
  there
• 14:45
  it's
• 14:46
  in
• 14:46
  whole
• 14:47
  Germany
• 14:47
  a
• 14:47
  new
• 14:49
  kind
• 14:49
  of
• 14:49
  platform
• 14:50
  or
• 14:50
  a
• 14:51
  new
• 14:51
  way.
• 14:52
  And
• 14:53
  yeah,
• 14:53
  you
• 14:53
  also
• 14:53
  need
• 14:54
  to
• 14:54
  like
• 14:54
  learn
• 14:54
  it
• 14:55
  and
• 14:55
  the
• 14:55
  infrastructure
• 14:56
  still
• 14:56
  is
• 14:56
  not
• 14:57
  there
• 14:58
  how
• 14:58
  you
• 14:59
  have
• 14:59
  it
• 14:59
  maybe
• 14:59
  already
• 14:59
  in
• 15:00
  the
• 15:00
  UK
• 15:00
  or
• 15:00
  in
• 15:00
  the
• 15:01
  US
• 15:01
  Right.
• 15:01
  So
• 15:01
  I
• 15:02
  think
• 15:02
  this
• 15:02
  is
• 15:02
  also
• 15:02
  a
• 15:02
  main
• 15:03
  point.
• 15:03
  Yeah
• 15:04
  I
• 15:04
  mean
• 15:05
  from
• 15:05
  a
• 15:05
  end
• 15:06
  customer
• 15:06
  perspective
• 15:07
  because
• 15:07
  I
• 15:07
  also
• 15:07
  shop
• 15:08
  on
• 15:08
  TikTok
• 15:08
  shop
• 15:09
  like
• 15:09
  not
• 15:09
  just
• 15:10
  because
• 15:10
  I'm
• 15:10
  in
• 15:10
  the
• 15:11
  E
• 15:11
  commerce
• 15:11
  space
• 15:11
  but
• 15:12
  I
• 15:12
  was
• 15:13
  really
• 15:13
  influenced
• 15:13
  to
• 15:13
  buy
• 15:14
  some
• 15:14
  makeup
• 15:14
  recently.
• 15:15
  So
• 15:15
  first
• 15:16
  when
• 15:16
  it
• 15:16
  launched
• 15:17
  of
• 15:17
  course
• 15:17
  on
• 15:17
  the
• 15:17
  first
• 15:17
  day
• 15:18
  I
• 15:18
  ordered
• 15:18
  something
• 15:18
  from
• 15:19
  Miralina
• 15:20
  and
• 15:20
  also
• 15:20
  Hitchies
• 15:20
  just
• 15:21
  to
• 15:21
  see
• 15:21
  how
• 15:22
  it
• 15:22
  works
• 15:22
  and
• 15:23
  how
• 15:24
  quick
• 15:25
  the
• 15:25
  customer
• 15:26
  journey
• 15:26
  is
• 15:27
  from.
• 15:27
  I
• 15:27
  get
• 15:28
  an
• 15:28
  impulse
• 15:28
  to
• 15:29
  then
• 15:29
  eventually
• 15:30
  buying
• 15:30
  and
• 15:30
  I
• 15:30
  have
• 15:31
  to
• 15:31
  say
• 15:31
  this
• 15:32
  is
• 15:32
  really
• 15:32
  top
• 15:32
  notch.
• 15:33
  So
• 15:33
  from
• 15:34
  thinking
• 15:35
  I
• 15:35
  want
• 15:35
  to
• 15:35
  buy
• 15:35
  something
• 15:36
  to
• 15:36
  the
• 15:37
  checkout
• 15:37
  is
• 15:37
  like
• 15:38
  11
• 15:38
  seconds.
• 15:39
  Not
• 15:39
  even
• 15:40
  because
• 15:40
  I
• 15:40
  have
• 15:40
  my
• 15:40
  Apple
• 15:41
  pay,
• 15:41
  I
• 15:41
  have
• 15:41
  my
• 15:42
  shipping
• 15:42
  address.
• 15:43
  Of
• 15:43
  course
• 15:43
  the
• 15:43
  first
• 15:43
  time
• 15:44
  you
• 15:44
  shop
• 15:44
  on
• 15:44
  there
• 15:44
  you
• 15:44
  have
• 15:45
  to
• 15:45
  put
• 15:46
  all
• 15:46
  the
• 15:46
  information
• 15:46
  in
• 15:46
  there
• 15:47
  but
• 15:47
  then
• 15:47
  it's
• 15:47
  saved
• 15:47
  and
• 15:48
  then
• 15:48
  it's
• 15:48
  like
• 15:48
  so
• 15:48
  easy.
• 15:49
  And
• 15:50
  I
• 15:50
  think
• 15:51
  a
• 15:51
  lot
• 15:51
  of
• 15:51
  brands
• 15:52
  or
• 15:53
  also
• 15:53
  retailers
• 15:54
  that
• 15:54
  look
• 15:54
  at
• 15:54
  it
• 15:54
  from
• 15:55
  a
• 15:56
  weird
• 15:57
  KPI
• 15:58
  view
• 15:58
  because
• 15:58
  they
• 15:59
  try
• 15:59
  to
• 15:59
  use
• 16:00
  the
• 16:00
  same
• 16:00
  KPIs
• 16:01
  that
• 16:01
  they
• 16:01
  use
• 16:01
  with
• 16:02
  like
• 16:02
  other
• 16:02
  marketplaces
• 16:03
  or
• 16:03
  maybe
• 16:03
  their
• 16:03
  shops
• 16:04
  on
• 16:04
  TikTok.
• 16:05
  So
• 16:05
  they
• 16:06
  had
• 16:06
  like
• 16:06
  this
• 16:06
  huge
• 16:06
  expectation
• 16:07
  on
• 16:07
  okay,
• 16:08
  TikTok
• 16:08
  shop
• 16:08
  is
• 16:08
  launching
• 16:09
  and
• 16:09
  I'll
• 16:09
  do,
• 16:10
  I
• 16:10
  don't
• 16:10
  know,
• 16:10
  10
• 16:11
  million
• 16:11
  in
• 16:11
  the
• 16:11
  first
• 16:12
  month
• 16:12
  or
• 16:13
  whatever
• 16:13
  which
• 16:14
  is
• 16:14
  of
• 16:15
  course
• 16:15
  because
• 16:16
  I
• 16:16
  said
• 16:17
  not
• 16:17
  possible
• 16:17
  because
• 16:18
  the
• 16:18
  people
• 16:18
  have
• 16:18
  to
• 16:18
  get
• 16:19
  used
• 16:19
  to
• 16:19
  it.
• 16:20
  And
• 16:21
  then
• 16:22
  I
• 16:22
  mean
• 16:22
  also
• 16:23
  secondly
• 16:23
  it's
• 16:24
  a
• 16:24
  different
• 16:24
  way
• 16:24
  of
• 16:25
  shopping.
• 16:25
  So
• 16:26
  if
• 16:26
  you
• 16:26
  think
• 16:26
  about
• 16:26
  it,
• 16:27
  if
• 16:27
  I
• 16:27
  go
• 16:28
  on
• 16:28
  Amazon
• 16:28
  and
• 16:29
  I
• 16:29
  want
• 16:29
  to
• 16:29
  buy
• 16:29
  something,
• 16:30
  I
• 16:30
  already
• 16:30
  have
• 16:30
  like
• 16:31
  a
• 16:31
  purchasing
• 16:32
  intent
• 16:32
  usually.
• 16:33
  So
• 16:34
  I
• 16:34
  go
• 16:34
  there,
• 16:34
  I
• 16:34
  look
• 16:35
  for
• 16:35
  a
• 16:35
  product,
• 16:35
  I
• 16:35
  buy
• 16:36
  it
• 16:36
  where
• 16:37
  on
• 16:37
  TikTok
• 16:38
  you're
• 16:38
  scrolling
• 16:38
  you
• 16:39
  get
• 16:39
  inspired.
• 16:40
  So
• 16:40
  let's
• 16:41
  take
• 16:41
  my
• 16:41
  customer
• 16:41
  journey
• 16:42
  as
• 16:42
  an
• 16:42
  example.
• 16:43
  I
• 16:43
  bought
• 16:43
  like
• 16:43
  a
• 16:44
  powder
• 16:45
  from
• 16:45
  Charlotte
• 16:46
  Tilbury.
• 16:46
  It's
• 16:46
  like
• 16:46
  a
• 16:47
  makeup
• 16:47
  thingy.
• 16:48
  And
• 16:48
  I
• 16:48
  didn't
• 16:48
  buy
• 16:49
  it
• 16:49
  the
• 16:49
  first
• 16:49
  time
• 16:49
  I
• 16:50
  saw
• 16:50
  it.
• 16:50
  I
• 16:50
  think
• 16:50
  I
• 16:51
  bought
• 16:51
  it
• 16:51
  the
• 16:52
  30th
• 16:52
  time
• 16:53
  I
• 16:53
  saw
• 16:53
  it.
• 16:53
  So
• 16:53
  after
• 16:54
  watching
• 16:54
  30
• 16:55
  or
• 16:55
  40
• 16:56
  TikToks
• 16:57
  of
• 16:57
  creators
• 16:58
  presenting
• 16:59
  different
• 16:59
  creators
• 16:59
  presenting
• 17:00
  this
• 17:00
  product
• 17:00
  to
• 17:00
  me,
• 17:01
  at
• 17:01
  one
• 17:01
  point
• 17:01
  I
• 17:01
  was
• 17:02
  like,
• 17:02
  they
• 17:02
  all
• 17:02
  look
• 17:02
  so
• 17:03
  good.
• 17:03
  I
• 17:03
  need
• 17:03
  to
• 17:03
  have
• 17:03
  it.
• 17:04
  And
• 17:04
  then
• 17:04
  I
• 17:04
  bought
• 17:04
  it.
• 17:05
  So
• 17:06
  it's
• 17:06
  a
• 17:06
  bit
• 17:07
  different.
• 17:08
  And
• 17:08
  I
• 17:08
  think
• 17:08
  the
• 17:09
  journey
• 17:09
  is
• 17:09
  not
• 17:09
  as
• 17:10
  short
• 17:10
  as
• 17:10
  people
• 17:11
  like
• 17:11
  to
• 17:11
  think.
• 17:11
  Where
• 17:12
  you
• 17:12
  go,
• 17:12
  you
• 17:13
  go
• 17:13
  there,
• 17:13
  you
• 17:13
  see
• 17:13
  it
• 17:14
  one
• 17:14
  time
• 17:14
  and
• 17:14
  you're
• 17:14
  like,
• 17:14
  oh,
• 17:14
  my
• 17:15
  God,
• 17:15
  I
• 17:15
  need
• 17:15
  to
• 17:15
  buy
• 17:15
  this.
• 17:15
  But
• 17:16
  of
• 17:16
  course,
• 17:16
  you
• 17:16
  have
• 17:16
  to
• 17:16
  get
• 17:16
  used
• 17:16
  to
• 17:17
  the
• 17:17
  product,
• 17:17
  to
• 17:17
  the
• 17:17
  brand
• 17:18
  before
• 17:18
  you
• 17:18
  buy
• 17:18
  it.
• 17:19
  So
• 17:20
  how
• 17:20
  should
• 17:20
  classic
• 17:21
  marketplace
• 17:21
  sellers
• 17:21
  and
• 17:22
  brands
• 17:22
  adapt
• 17:22
  to
• 17:23
  a
• 17:23
  world
• 17:23
  where
• 17:24
  creators
• 17:24
  and
• 17:24
  communities
• 17:25
  are
• 17:25
  the
• 17:25
  new
• 17:26
  storefronts?
• 17:26
  So
• 17:26
  what
• 17:27
  would
• 17:27
  you
• 17:27
  say?
• 17:27
  What
• 17:27
  should
• 17:28
  brands
• 17:28
  do
• 17:29
  to
• 17:29
  adapt
• 17:30
  really.
• 17:30
  Well
• 17:30
  on
• 17:30
  that
• 17:30
  one,
• 17:31
  use
• 17:31
  creators
• 17:32
  and
• 17:32
  communities.
• 17:34
  So,
• 17:35
  yeah,
• 17:35
  I
• 17:35
  think
• 17:37
  communities,
• 17:38
  there
• 17:38
  are
• 17:38
  two
• 17:39
  communities.
• 17:39
  So
• 17:39
  you
• 17:40
  have
• 17:40
  your
• 17:40
  own
• 17:40
  community
• 17:41
  that
• 17:41
  is
• 17:42
  like
• 17:42
  your
• 17:42
  brand
• 17:42
  community,
• 17:43
  but
• 17:43
  then
• 17:44
  you
• 17:44
  can
• 17:44
  tap
• 17:44
  into
• 17:45
  a
• 17:45
  lot
• 17:45
  of
• 17:45
  creator
• 17:46
  communities.
• 17:46
  So
• 17:47
  using
• 17:47
  creators
• 17:48
  essentially
• 17:49
  means
• 17:49
  you
• 17:49
  use
• 17:50
  creators
• 17:50
  to
• 17:50
  get
• 17:51
  access
• 17:51
  to
• 17:52
  their
• 17:52
  creator
• 17:53
  communities,
• 17:53
  and
• 17:53
  then
• 17:54
  you
• 17:54
  try
• 17:54
  to
• 17:54
  take
• 17:55
  people
• 17:55
  from
• 17:55
  their
• 17:55
  communities
• 17:56
  and
• 17:56
  make
• 17:56
  them
• 17:56
  part
• 17:57
  of
• 17:57
  your
• 17:57
  brand
• 17:57
  community.
• 17:58
  And
• 17:59
  I
• 17:59
  see
• 17:59
  a
• 18:00
  lot
• 18:00
  of
• 18:00
  successful
• 18:01
  brands.
• 18:02
  I
• 18:02
  wrote
• 18:03
  a
• 18:03
  few
• 18:03
  down.
• 18:03
  So,
• 18:03
  for
• 18:04
  example,
• 18:04
  sports
• 18:04
  apparel
• 18:05
  brands,
• 18:05
  TVO
• 18:06
  always
• 18:07
  Gymshark,
• 18:07
  Milo
• 18:08
  dogs,
• 18:08
  streetwear,
• 18:09
  fashion
• 18:09
  brands,
• 18:09
  prohibited
• 18:10
  scuffers,
• 18:10
  6pm
• 18:11
  Also
• 18:12
  makeup,
• 18:12
  as
• 18:12
  I
• 18:13
  just
• 18:13
  mentioned,
• 18:13
  or
• 18:13
  in
• 18:14
  the
• 18:14
  nutrition
• 18:14
  space.
• 18:15
  Also
• 18:15
  big
• 18:15
  on
• 18:15
  social
• 18:16
  esn,
• 18:16
  more
• 18:17
  nutrition,
• 18:17
  Miralina
• 18:18
  superstructure,
• 18:19
  you
• 18:19
  name
• 18:19
  it.
• 18:20
  There
• 18:20
  are
• 18:20
  so
• 18:21
  many
• 18:21
  really
• 18:22
  good
• 18:22
  brands
• 18:23
  that
• 18:24
  leverage
• 18:24
  their
• 18:25
  communities
• 18:26
  to
• 18:26
  create
• 18:26
  a
• 18:27
  really
• 18:27
  loyal
• 18:28
  group
• 18:29
  of
• 18:29
  people
• 18:30
  that
• 18:30
  specifically
• 18:31
  come
• 18:31
  to
• 18:32
  their
• 18:32
  shop
• 18:32
  to
• 18:32
  buy.
• 18:33
  And
• 18:33
  I
• 18:33
  think
• 18:33
  this
• 18:33
  is
• 18:34
  also
• 18:34
  something
• 18:34
  really
• 18:35
  essential
• 18:35
  for
• 18:35
  what
• 18:36
  is
• 18:36
  coming.
• 18:36
  Now,
• 18:37
  you
• 18:37
  already
• 18:37
  mentioned
• 18:38
  it,
• 18:38
  like
• 18:38
  the
• 18:39
  whole
• 18:39
  part.
• 18:39
  With
• 18:39
  AI
• 18:39
  commerce,
• 18:40
  you
• 18:41
  have
• 18:41
  to
• 18:41
  find
• 18:42
  ways
• 18:43
  to
• 18:44
  really
• 18:44
  tie
• 18:45
  your
• 18:45
  customers
• 18:45
  to
• 18:46
  your
• 18:46
  brand.
• 18:47
  Because
• 18:47
  there's
• 18:47
  just.
• 18:48
  Every
• 18:48
  product
• 18:48
  is
• 18:49
  exchangeable.
• 18:50
  I
• 18:50
  know
• 18:50
  every
• 18:50
  brand
• 18:51
  thinks,
• 18:51
  oh,
• 18:51
  my
• 18:51
  product
• 18:51
  is
• 18:52
  the
• 18:52
  best,
• 18:52
  but
• 18:52
  from
• 18:53
  a
• 18:53
  customer
• 18:53
  point
• 18:53
  of
• 18:54
  view,
• 18:54
  it
• 18:54
  doesn't
• 18:54
  matter
• 18:54
  if
• 18:54
  I
• 18:55
  buy
• 18:55
  my
• 18:55
  sports
• 18:56
  leggings
• 18:56
  with
• 18:57
  Tibo
• 18:57
  or
• 18:58
  Gymshark
• 18:58
  or
• 18:59
  always.
• 19:00
  Essentially,
• 19:00
  to
• 19:01
  me,
• 19:01
  it's
• 19:01
  all
• 19:02
  the
• 19:02
  same.
• 19:02
  They're
• 19:03
  roughly
• 19:03
  the
• 19:03
  same
• 19:03
  price
• 19:04
  point.
• 19:04
  And
• 19:04
  I
• 19:04
  want
• 19:04
  my
• 19:05
  ass
• 19:05
  to
• 19:05
  look
• 19:05
  good
• 19:05
  in
• 19:06
  the
• 19:06
  gym.
• 19:06
  You
• 19:06
  know,
• 19:07
  that's.
• 19:07
  That's
• 19:07
  what
• 19:08
  keeps.
• 19:08
  That's.
• 19:09
  That's
• 19:09
  what
• 19:09
  motivates
• 19:10
  me
• 19:10
  to
• 19:10
  buy.
• 19:11
  And
• 19:11
  why
• 19:12
  do
• 19:12
  I
• 19:12
  always
• 19:12
  buy
• 19:12
  TVO
• 19:13
  leggings?
• 19:13
  Because
• 19:14
  I
• 19:14
  feel
• 19:14
  as
• 19:15
  part
• 19:15
  of
• 19:15
  their
• 19:15
  community.
• 19:16
  Yeah.
• 19:17
  So
• 19:17
  I
• 19:17
  really
• 19:17
  think
• 19:18
  this
• 19:19
  is
• 19:19
  important.
• 19:19
  If
• 19:19
  you
• 19:19
  have
• 19:20
  a
• 19:20
  product
• 19:20
  where
• 19:20
  you
• 19:20
  can
• 19:20
  build
• 19:21
  a
• 19:21
  community
• 19:21
  around,
• 19:21
  and
• 19:22
  this
• 19:22
  is
• 19:23
  my
• 19:23
  bold
• 19:24
  thesis,
• 19:24
  I
• 19:24
  think
• 19:24
  you
• 19:25
  can
• 19:25
  build
• 19:25
  a
• 19:25
  community
• 19:26
  around
• 19:26
  any
• 19:27
  product,
• 19:28
  then
• 19:28
  you
• 19:28
  should
• 19:29
  really
• 19:29
  try
• 19:29
  to
• 19:29
  tap
• 19:29
  into
• 19:30
  that
• 19:30
  and
• 19:30
  to
• 19:30
  accelerate
• 19:31
  that,
• 19:32
  you
• 19:32
  should
• 19:32
  use
• 19:32
  creators
• 19:33
  to
• 19:34
  find
• 19:34
  those
• 19:34
  people
• 19:35
  who
• 19:35
  could
• 19:36
  become
• 19:36
  part
• 19:36
  of
• 19:36
  your
• 19:36
  community.
• 19:37
  Okay.
• 19:38
  Yeah.
• 19:39
  So
• 19:39
  now
• 19:39
  I
• 19:39
  would
• 19:39
  like
• 19:40
  to
• 19:40
  turn
• 19:40
  this
• 19:40
  question
• 19:40
  on
• 19:41
  its
• 19:41
  head
• 19:41
  and
• 19:42
  ask
• 19:42
  if
• 19:42
  social
• 19:42
  networks
• 19:43
  like
• 19:43
  TikTok
• 19:43
  can
• 19:44
  compete
• 19:44
  with
• 19:45
  traditional
• 19:45
  marketplaces
• 19:46
  on
• 19:46
  the
• 19:46
  fulfillment
• 19:47
  side
• 19:47
  of
• 19:47
  things.
• 19:48
  And
• 19:49
  that's
• 19:49
  what
• 19:49
  we
• 19:49
  will
• 19:50
  talk
• 19:50
  about
• 19:50
  after
• 19:50
  another
• 19:51
  short
• 19:51
  break
• 19:51
  and
• 19:52
  a
• 19:52
  quick
• 19:52
  word
• 19:52
  on
• 19:52
  our
• 19:53
  new
• 19:53
  partner
• 19:53
  and
• 19:53
  sponsor,
• 19:54
  PixelModa.
• 20:00
  Founded
• 20:00
  in
• 20:00
  Milan
• 20:01
  in
• 20:01
  2021,
• 20:02
  PixelModa
• 20:03
  specializes
• 20:04
  in
• 20:04
  AI
• 20:04
  assisted
• 20:05
  image
• 20:05
  and
• 20:06
  video
• 20:06
  production.
• 20:07
  The
• 20:07
  key
• 20:07
  feature
• 20:08
  is
• 20:08
  that
• 20:08
  the
• 20:08
  AI
• 20:09
  does
• 20:09
  not
• 20:09
  generate
• 20:10
  the
• 20:10
  images,
• 20:11
  but
• 20:11
  supports
• 20:12
  the
• 20:12
  team
• 20:12
  and
• 20:12
  models
• 20:13
  in
• 20:13
  taking
• 20:13
  the
• 20:13
  best
• 20:14
  possible
• 20:14
  shots
• 20:14
  quickly
• 20:15
  by
• 20:15
  optimizing
• 20:17
  camera
• 20:17
  position,
• 20:18
  lightning
• 20:18
  model
• 20:18
  poses
• 20:19
  and
• 20:20
  so
• 20:20
  on.
• 20:21
  It's
• 20:21
  like
• 20:21
  having
• 20:22
  100
• 20:23
  co
• 20:24
  producers
• 20:25
  on
• 20:25
  the
• 20:25
  same
• 20:26
  spot.
• 20:27
  This
• 20:27
  significantly
• 20:28
  shortens
• 20:29
  production
• 20:29
  time
• 20:29
  and
• 20:30
  reduces
• 20:30
  costs
• 20:30
  up
• 20:31
  to
• 20:31
  70%
• 20:32
  for
• 20:32
  photo
• 20:32
  production
• 20:33
  and
• 20:33
  up
• 20:33
  to
• 20:33
  90%
• 20:34
  for
• 20:34
  video
• 20:34
  production.
• 20:35
  And
• 20:35
  this
• 20:35
  is
• 20:35
  money
• 20:36
  that
• 20:36
  can
• 20:36
  be
• 20:36
  reinvested,
• 20:37
  of
• 20:37
  course,
• 20:37
  in
• 20:37
  the
• 20:37
  production
• 20:38
  of
• 20:38
  more
• 20:38
  visual
• 20:38
  content.
• 20:39
  PixelModa
• 20:40
  produces
• 20:41
  over
• 20:41
  14
• 20:42
  million
• 20:42
  images
• 20:43
  and
• 20:43
  videos
• 20:43
  per
• 20:44
  year
• 20:44
  and
• 20:44
  operates
• 20:45
  virtually
• 20:46
  around
• 20:46
  the
• 20:47
  clock
• 20:47
  in
• 20:47
  eight
• 20:47
  locations
• 20:49
  around
• 20:49
  the
• 20:49
  globe
• 20:49
  with
• 20:50
  over
• 20:50
  850
• 20:51
  experts.
• 20:52
  Its
• 20:52
  customers
• 20:53
  include
• 20:53
  over
• 20:53
  100
• 20:54
  brands
• 20:54
  from
• 20:54
  more
• 20:55
  than
• 20:55
  20
• 20:55
  countries,
• 20:56
  including
• 20:56
  three
• 20:57
  of
• 20:57
  the
• 20:57
  top
• 20:57
  five
• 20:58
  global
• 20:58
  online
• 20:58
  marketplaces
• 20:59
  and
• 21:00
  lots
• 21:00
  of
• 21:00
  luxury
• 21:01
  brands.
• 21:02
  PixelModa
• 21:02
  pursues
• 21:03
  a
• 21:03
  unique
• 21:04
  onboarding
• 21:04
  strategy.
• 21:04
  It
• 21:05
  begins
• 21:05
  with
• 21:05
  the
• 21:05
  strategic
• 21:06
  coordination
• 21:06
  and
• 21:07
  a
• 21:07
  free
• 21:07
  trial
• 21:07
  production
• 21:08
  run
• 21:09
  with
• 21:09
  initial
• 21:10
  training
• 21:10
  on
• 21:10
  the
• 21:10
  proper
• 21:11
  proprietary
• 21:11
  AI
• 21:12
  and
• 21:12
  there's
• 21:12
  no
• 21:13
  obligation
• 21:13
  involved.
• 21:14
  And
• 21:14
  the
• 21:14
  motto
• 21:14
  is
• 21:15
  they
• 21:15
  want
• 21:15
  to
• 21:15
  let
• 21:15
  the
• 21:16
  results
• 21:16
  speak
• 21:16
  for
• 21:17
  themselves.
• 21:18
  So
• 21:19
  you
• 21:19
  start
• 21:19
  working
• 21:19
  with
• 21:19
  them
• 21:20
  and
• 21:20
  then
• 21:20
  you
• 21:20
  just
• 21:21
  see
• 21:21
  if
• 21:22
  whatever
• 21:22
  they
• 21:22
  do
• 21:22
  for
• 21:22
  you
• 21:23
  is
• 21:23
  right.
• 21:24
  If
• 21:24
  you
• 21:24
  want
• 21:24
  to
• 21:24
  learn
• 21:25
  more
• 21:25
  about
• 21:25
  this,
• 21:25
  tune
• 21:25
  in
• 21:26
  next
• 21:26
  week
• 21:27
  because
• 21:27
  then
• 21:27
  we'll
• 21:27
  be
• 21:28
  talking
• 21:28
  to
• 21:28
  gianni
• 21:28
  Zarazzi,
• 21:29
  the
• 21:29
  CEO
• 21:29
  of
• 21:30
  PixelModa
• 21:31
  and
• 21:31
  yeah,
• 21:31
  we'd
• 21:32
  like
• 21:32
  to
• 21:32
  welcome
• 21:32
  you
• 21:32
  there.
• 21:39
  Yeah,
• 21:39
  let's
• 21:39
  turn
• 21:40
  the
• 21:40
  debate
• 21:41
  a
• 21:41
  bit
• 21:41
  to
• 21:41
  your
• 21:41
  main
• 21:42
  field
• 21:42
  of
• 21:42
  expertise,
• 21:43
  Christina,
• 21:43
  and
• 21:43
  which
• 21:43
  is
• 21:44
  logistics.
• 21:44
  And
• 21:45
  TikTok
• 21:46
  has
• 21:46
  been
• 21:47
  attempting
• 21:47
  to
• 21:47
  catch
• 21:47
  up
• 21:48
  on
• 21:48
  this.
• 21:48
  They
• 21:49
  have
• 21:49
  fulfilled
• 21:50
  by
• 21:50
  TikTok
• 21:50
  and
• 21:50
  you
• 21:51
  just
• 21:51
  said,
• 21:51
  okay,
• 21:52
  this
• 21:52
  is
• 21:52
  really
• 21:53
  working
• 21:53
  quite
• 21:53
  well,
• 21:53
  the
• 21:54
  whole
• 21:55
  buying
• 21:55
  process,
• 21:55
  the
• 21:56
  whole
• 21:56
  fulfillment
• 21:56
  process.
• 21:57
  So
• 21:57
  how
• 21:57
  is
• 21:58
  fulfilled
• 21:58
  by
• 21:59
  TikTok
• 21:59
  working?
• 22:01
  So
• 22:01
  in
• 22:02
  Germany
• 22:02
  for
• 22:02
  now,
• 22:03
  they
• 22:03
  don't
• 22:03
  really
• 22:03
  have
• 22:03
  their
• 22:04
  own
• 22:04
  infrastructure
• 22:05
  like
• 22:05
  Amazon,
• 22:06
  so
• 22:06
  they
• 22:06
  don't
• 22:06
  have
• 22:07
  their
• 22:07
  own
• 22:07
  central
• 22:07
  warehouses,
• 22:08
  but
• 22:08
  they
• 22:08
  usually
• 22:09
  figure,
• 22:09
  as
• 22:09
  far
• 22:09
  as
• 22:10
  I
• 22:10
  know,
• 22:10
  as
• 22:10
  like
• 22:10
  a
• 22:11
  warehousing
• 22:11
  partner,
• 22:12
  which
• 22:13
  is
• 22:14
  essentially,
• 22:15
  it
• 22:15
  doesn't
• 22:15
  matter
• 22:15
  for
• 22:16
  the
• 22:16
  merchant
• 22:17
  which
• 22:17
  warehouse
• 22:18
  it
• 22:18
  is
• 22:18
  eventually.
• 22:20
  I
• 22:20
  think
• 22:21
  most
• 22:22
  of
• 22:22
  the
• 22:23
  brands
• 22:23
  that
• 22:23
  are
• 22:24
  active
• 22:24
  now
• 22:25
  on
• 22:25
  TikTok
• 22:25
  shop
• 22:26
  still
• 22:26
  use
• 22:26
  their
• 22:26
  own
• 22:26
  logistics
• 22:27
  because
• 22:27
  it's
• 22:27
  a
• 22:27
  lot
• 22:28
  of
• 22:28
  D2C
• 22:28
  brands.
• 22:29
  So
• 22:29
  usually
• 22:29
  they
• 22:29
  either
• 22:29
  have
• 22:30
  their
• 22:30
  in
• 22:30
  house
• 22:30
  fulfillment
• 22:31
  or
• 22:32
  they
• 22:32
  have
• 22:32
  it
• 22:32
  outsourced
• 22:33
  to
• 22:33
  a
• 22:33
  company
• 22:34
  like
• 22:34
  Everstocks
• 22:35
  where
• 22:35
  I
• 22:35
  work
• 22:35
  at.
• 22:36
  And
• 22:36
  then
• 22:37
  we
• 22:37
  just
• 22:37
  create
• 22:39
  the
• 22:39
  integration
• 22:40
  with
• 22:40
  TikTok
• 22:41
  shop
• 22:41
  or
• 22:42
  right
• 22:43
  now
• 22:43
  it's
• 22:43
  not
• 22:43
  possible
• 22:44
  to
• 22:44
  integrate
• 22:44
  directly.
• 22:45
  It's
• 22:45
  via
• 22:45
  Shopify
• 22:47
  and
• 22:47
  we
• 22:47
  are
• 22:47
  integrated
• 22:48
  with
• 22:48
  Shopify.
• 22:49
  I
• 22:49
  think
• 22:50
  when
• 22:50
  you
• 22:51
  look
• 22:51
  at
• 22:52
  China
• 22:52
  there
• 22:52
  they
• 22:52
  have
• 22:53
  their
• 22:53
  own
• 22:54
  logistics
• 22:54
  infrastructure
• 22:55
  and
• 22:55
  I
• 22:56
  think
• 22:56
  if
• 22:56
  they
• 22:57
  gain
• 22:57
  traction
• 22:58
  here
• 22:58
  in
• 22:58
  Europe
• 22:59
  and
• 22:59
  also
• 23:00
  in
• 23:00
  the
• 23:00
  US
• 23:01
  and
• 23:02
  they
• 23:02
  see
• 23:02
  that
• 23:02
  everything
• 23:03
  works
• 23:03
  out,
• 23:03
  I
• 23:03
  think
• 23:03
  they
• 23:04
  will
• 23:04
  double
• 23:04
  down
• 23:04
  on
• 23:04
  that
• 23:05
  because
• 23:06
  it's
• 23:06
  going
• 23:06
  to
• 23:06
  be
• 23:06
  a
• 23:07
  nice
• 23:07
  additional
• 23:07
  revenue
• 23:08
  stream.
• 23:08
  If
• 23:08
  you
• 23:08
  look
• 23:09
  at
• 23:09
  Amazon,
• 23:09
  FBA
• 23:10
  or
• 23:10
  in
• 23:10
  general
• 23:11
  also
• 23:11
  Amazon's
• 23:12
  Last
• 23:12
  Mile
• 23:12
  delivery
• 23:13
  services,
• 23:14
  you
• 23:14
  have
• 23:14
  such
• 23:14
  a
• 23:15
  competitive
• 23:15
  edge
• 23:16
  when
• 23:16
  you
• 23:16
  can
• 23:16
  open
• 23:16
  that
• 23:17
  infrastructure
• 23:17
  also
• 23:18
  to
• 23:18
  sellers
• 23:18
  who
• 23:19
  may
• 23:19
  not
• 23:20
  sell
• 23:20
  on
• 23:20
  your
• 23:21
  platform
• 23:21
  yet.
• 23:21
  So
• 23:22
  first
• 23:22
  of
• 23:22
  all
• 23:23
  it's
• 23:23
  a
• 23:23
  nice
• 23:23
  opener
• 23:24
  to
• 23:25
  get
• 23:25
  them
• 23:25
  into
• 23:25
  your
• 23:26
  ecosystem.
• 23:27
  So
• 23:27
  maybe
• 23:27
  they
• 23:27
  will,
• 23:28
  yeah,
• 23:29
  use
• 23:29
  your
• 23:30
  platform
• 23:30
  to
• 23:30
  sell
• 23:31
  their
• 23:31
  products
• 23:31
  later
• 23:31
  on.
• 23:32
  And
• 23:32
  the
• 23:32
  second
• 23:32
  part
• 23:32
  is
• 23:33
  of
• 23:33
  course
• 23:33
  you
• 23:33
  just
• 23:35
  make
• 23:35
  money
• 23:35
  with
• 23:36
  it,
• 23:36
  so
• 23:36
  you're
• 23:36
  not
• 23:37
  too
• 23:38
  dependent
• 23:38
  on
• 23:39
  the
• 23:40
  commission
• 23:40
  you
• 23:40
  get
• 23:40
  on
• 23:41
  the
• 23:41
  sales,
• 23:41
  but
• 23:42
  you
• 23:42
  just
• 23:43
  have
• 23:43
  like
• 23:43
  a
• 23:43
  logistics
• 23:44
  arm.
• 23:45
  And
• 23:45
  I
• 23:45
  think
• 23:45
  they
• 23:46
  followed
• 23:47
  Amazon
• 23:47
  playbook
• 23:48
  in
• 23:48
  the
• 23:48
  west
• 23:49
  quite
• 23:50
  closely.
• 23:51
  So
• 23:51
  this
• 23:52
  is
• 23:52
  why
• 23:52
  I
• 23:52
  think
• 23:52
  that
• 23:52
  it
• 23:53
  has
• 23:53
  a
• 23:53
  lot
• 23:53
  of
• 23:53
  potential
• 23:54
  in
• 23:54
  the
• 23:54
  future
• 23:54
  if
• 23:55
  they
• 23:55
  decide
• 23:55
  to
• 23:56
  Double
• 23:56
  down
• 23:56
  on
• 23:57
  TikTok
• 23:57
  shop
• 23:57
  here,
• 23:58
  which
• 23:58
  I
• 23:58
  think
• 23:58
  they
• 23:58
  will.
• 23:59
  Yeah,
• 23:59
  they
• 23:59
  already
• 23:59
  did
• 24:00
  build
• 24:00
  their
• 24:01
  first
• 24:01
  logistics
• 24:02
  centers
• 24:02
  in
• 24:02
  the
• 24:02
  uk,
• 24:03
  I
• 24:03
  think.
• 24:04
  Yeah,
• 24:04
  in
• 24:04
  the
• 24:05
  uk,
• 24:05
  yes,
• 24:05
  but
• 24:05
  in
• 24:06
  Germany.
• 24:06
  No,
• 24:07
  not
• 24:07
  in
• 24:07
  Germany,
• 24:08
  but
• 24:08
  in
• 24:08
  uk,
• 24:09
  yeah.
• 24:09
  But
• 24:10
  as
• 24:10
  they
• 24:11
  are
• 24:11
  at
• 24:11
  the
• 24:11
  moment,
• 24:13
  how
• 24:13
  is,
• 24:13
  how
• 24:14
  important
• 24:15
  is
• 24:15
  it
• 24:16
  to
• 24:16
  TikTok
• 24:16
  that
• 24:16
  their
• 24:17
  brands
• 24:17
  are
• 24:18
  delivering
• 24:19
  fast?
• 24:19
  Are
• 24:19
  they
• 24:20
  doubling
• 24:20
  down
• 24:20
  on
• 24:21
  the
• 24:21
  brands
• 24:22
  and
• 24:22
  on
• 24:22
  their
• 24:22
  standards,
• 24:22
  on
• 24:23
  their
• 24:23
  logistics
• 24:23
  standards?
• 24:24
  Is
• 24:24
  that
• 24:24
  even
• 24:24
  the
• 24:24
  topic
• 24:25
  when
• 24:25
  you
• 24:25
  are
• 24:26
  in.
• 24:27
  Yeah.
• 24:27
  In
• 24:27
  talks
• 24:27
  with
• 24:28
  TikTok?
• 24:30
  Not
• 24:30
  really.
• 24:31
  Actually,
• 24:32
  I
• 24:32
  don't,
• 24:32
  I
• 24:32
  don't
• 24:33
  know
• 24:33
  what
• 24:33
  the
• 24:33
  customer
• 24:34
  preference
• 24:34
  is
• 24:35
  on
• 24:35
  delivery
• 24:35
  times.
• 24:36
  I
• 24:36
  can
• 24:36
  only
• 24:37
  speak
• 24:37
  like
• 24:37
  from
• 24:37
  my
• 24:38
  experience
• 24:38
  or
• 24:38
  my
• 24:39
  friends
• 24:39
  or
• 24:39
  people
• 24:39
  that
• 24:40
  I
• 24:40
  talk
• 24:40
  to.
• 24:41
  So
• 24:41
  usually
• 24:41
  it's
• 24:41
  like
• 24:42
  standard
• 24:42
  shipping
• 24:42
  times
• 24:42
  that
• 24:43
  you
• 24:43
  would
• 24:43
  expect,
• 24:44
  like
• 24:45
  the
• 24:45
  same
• 24:45
  shipping
• 24:45
  time
• 24:46
  as
• 24:46
  you
• 24:47
  have
• 24:47
  when
• 24:47
  you
• 24:47
  order
• 24:48
  via
• 24:48
  the
• 24:48
  shop
• 24:49
  directly,
• 24:49
  for
• 24:50
  example,
• 24:50
  because
• 24:50
  it's
• 24:51
  the
• 24:51
  same
• 24:52
  fulfillment
• 24:53
  source.
• 24:55
  I
• 24:55
  was
• 24:55
  just
• 24:56
  wondering
• 24:56
  if
• 24:56
  the
• 24:56
  platform
• 24:57
  itself
• 24:57
  is
• 24:58
  pushing
• 24:58
  here,
• 24:58
  their
• 24:59
  sellers
• 24:59
  in
• 25:00
  any
• 25:00
  direction,
• 25:00
  like
• 25:01
  Amazon
• 25:01
  is
• 25:01
  doing,
• 25:02
  for
• 25:02
  example.
• 25:02
  I
• 25:03
  think
• 25:03
  they
• 25:03
  probably
• 25:04
  have
• 25:04
  like
• 25:04
  a
• 25:05
  punishment
• 25:06
  somewhere
• 25:07
  in
• 25:07
  their
• 25:07
  terms
• 25:07
  and
• 25:08
  conditions.
• 25:08
  So
• 25:09
  probably
• 25:10
  you
• 25:10
  have
• 25:10
  to
• 25:11
  be
• 25:11
  in
• 25:11
  a
• 25:11
  certain
• 25:11
  range
• 25:12
  of
• 25:12
  like,
• 25:12
  I
• 25:13
  don't
• 25:13
  know,
• 25:13
  five
• 25:13
  working
• 25:13
  days,
• 25:14
  and
• 25:15
  if
• 25:15
  you
• 25:16
  need
• 25:16
  seven,
• 25:17
  like
• 25:17
  many,
• 25:18
  many
• 25:18
  times,
• 25:19
  then
• 25:19
  it
• 25:19
  basically
• 25:19
  brings
• 25:20
  down
• 25:20
  your
• 25:20
  merchant
• 25:21
  score
• 25:21
  or
• 25:21
  something.
• 25:22
  I'm
• 25:23
  pretty
• 25:23
  sure
• 25:23
  that
• 25:24
  they
• 25:24
  have
• 25:24
  something
• 25:24
  like
• 25:25
  this,
• 25:25
  but
• 25:25
  I
• 25:27
  couldn't
• 25:27
  say
• 25:28
  it
• 25:28
  with
• 25:28
  100%
• 25:29
  confidence
• 25:29
  because
• 25:29
  I
• 25:30
  simply
• 25:30
  don't
• 25:30
  know.
• 25:32
  Okay,
• 25:33
  let's
• 25:33
  turn
• 25:33
  it
• 25:34
  around
• 25:34
  to
• 25:34
  the
• 25:35
  software
• 25:35
  providers
• 25:36
  behind,
• 25:36
  because
• 25:36
  you've
• 25:36
  been
• 25:36
  talking
• 25:37
  several
• 25:37
  times
• 25:37
  about
• 25:38
  the
• 25:38
  integrations
• 25:38
  with
• 25:39
  Shopify.
• 25:40
  So
• 25:40
  TikTok
• 25:40
  is
• 25:41
  working
• 25:41
  closely
• 25:42
  with
• 25:42
  Shopify.
• 25:43
  But
• 25:44
  I
• 25:44
  often
• 25:44
  wondered
• 25:45
  about
• 25:45
  this
• 25:45
  because
• 25:45
  basically
• 25:46
  TikTok
• 25:47
  shop
• 25:47
  is
• 25:47
  a
• 25:47
  direct
• 25:48
  attack
• 25:48
  on
• 25:49
  Shopify,
• 25:49
  isn't
• 25:50
  it?
• 25:50
  Because
• 25:50
  if
• 25:51
  all
• 25:51
  those
• 25:51
  D2C
• 25:52
  brands
• 25:52
  that
• 25:53
  are
• 25:53
  mostly
• 25:54
  on
• 25:54
  Shopify
• 25:56
  are
• 25:56
  now
• 25:56
  selling
• 25:57
  the
• 25:57
  products
• 25:57
  directly
• 25:57
  over
• 25:58
  the
• 25:58
  TikTok
• 25:58
  Shop
• 25:58
  app,
• 25:59
  where
• 25:59
  does
• 25:59
  this
• 25:59
  leave
• 26:00
  Shopify?
• 26:02
  That's
• 26:03
  a
• 26:03
  really
• 26:03
  good
• 26:04
  question.
• 26:04
  And
• 26:04
  I
• 26:05
  thought
• 26:05
  about
• 26:06
  this
• 26:06
  a
• 26:06
  lot.
• 26:07
  I
• 26:07
  think
• 26:07
  for
• 26:07
  Shopify,
• 26:08
  it's
• 26:08
  the
• 26:08
  only
• 26:08
  way
• 26:09
  because
• 26:09
  it's
• 26:09
  just
• 26:10
  a
• 26:10
  normal
• 26:10
  way
• 26:11
  of
• 26:11
  shopping
• 26:11
  now.
• 26:11
  So
• 26:12
  you
• 26:12
  have
• 26:12
  to
• 26:12
  adapt
• 26:13
  your
• 26:13
  business
• 26:13
  model
• 26:14
  and
• 26:14
  the
• 26:14
  way
• 26:14
  you
• 26:14
  serve
• 26:15
  your
• 26:15
  customers
• 26:16
  accordingly.
• 26:17
  And
• 26:17
  I
• 26:17
  think
• 26:18
  if
• 26:18
  Shopify
• 26:18
  wouldn't
• 26:19
  do
• 26:19
  it,
• 26:19
  then
• 26:19
  another
• 26:19
  platform
• 26:20
  would
• 26:20
  do
• 26:20
  it.
• 26:21
  So
• 26:21
  because
• 26:21
  Shopify
• 26:22
  is
• 26:22
  lacking
• 26:22
  the
• 26:22
  social
• 26:23
  part,
• 26:23
  or
• 26:23
  all
• 26:24
  of
• 26:24
  the
• 26:25
  shops
• 26:26
  are
• 26:26
  lacking
• 26:27
  the
• 26:27
  social
• 26:27
  experience,
• 26:28
  this
• 26:29
  entertainment
• 26:29
  experience
• 26:30
  that
• 26:30
  you
• 26:30
  have
• 26:30
  on
• 26:30
  TikTok,
• 26:32
  same
• 26:32
  with
• 26:32
  Amazon,
• 26:33
  which
• 26:33
  is
• 26:33
  why
• 26:33
  they
• 26:34
  then
• 26:34
  decided
• 26:34
  to
• 26:34
  integrate
• 26:35
  also
• 26:35
  with
• 26:35
  TikTok
• 26:36
  where
• 26:36
  you
• 26:36
  can
• 26:37
  directly,
• 26:38
  in
• 26:38
  the
• 26:38
  US
• 26:38
  you
• 26:39
  can
• 26:39
  directly
• 26:39
  check
• 26:40
  out
• 26:41
  via
• 26:41
  Amazon
• 26:42
  on
• 26:42
  TikTok
• 26:42
  without
• 26:43
  leaving
• 26:43
  the
• 26:43
  app
• 26:44
  because
• 26:45
  they
• 26:45
  also
• 26:45
  failed
• 26:46
  to
• 26:46
  provide
• 26:46
  a
• 26:47
  social
• 26:47
  experience
• 26:47
  on
• 26:48
  their
• 26:48
  own
• 26:48
  commerce
• 26:48
  platform
• 26:49
  platform.
• 26:49
  Same
• 26:50
  with
• 26:50
  Shopify.
• 26:50
  So
• 26:51
  I
• 26:51
  think
• 26:51
  for
• 26:51
  them
• 26:51
  it's.
• 26:52
  It's
• 26:52
  the
• 26:52
  only
• 26:52
  way
• 26:53
  to
• 26:55
  reduce
• 26:55
  friction
• 26:56
  in
• 26:56
  the
• 26:56
  customer
• 26:56
  journey.
• 26:57
  So
• 26:57
  before,
• 26:57
  as
• 26:58
  you
• 26:58
  know,
• 26:58
  you
• 26:58
  saw
• 26:59
  posts
• 26:59
  and
• 27:00
  someone
• 27:00
  was
• 27:00
  wearing,
• 27:00
  I
• 27:01
  don't
• 27:01
  know,
• 27:01
  a
• 27:01
  nice
• 27:02
  blouse
• 27:02
  and
• 27:02
  you
• 27:02
  wanted
• 27:03
  to
• 27:03
  buy
• 27:03
  it.
• 27:03
  And
• 27:03
  then
• 27:03
  you
• 27:04
  have
• 27:04
  to
• 27:04
  click
• 27:04
  on
• 27:04
  the
• 27:04
  creator
• 27:05
  profile
• 27:05
  and
• 27:05
  you
• 27:05
  have
• 27:06
  to
• 27:06
  click
• 27:06
  on
• 27:06
  the
• 27:06
  link
• 27:06
  tree
• 27:07
  and
• 27:07
  then
• 27:08
  link
• 27:08
  tree
• 27:08
  opens
• 27:09
  and
• 27:09
  they
• 27:09
  have
• 27:09
  like
• 27:09
  100
• 27:10
  products
• 27:10
  tagged
• 27:10
  because
• 27:10
  this
• 27:11
  is
• 27:11
  of
• 27:11
  course
• 27:11
  not
• 27:11
  their
• 27:11
  own
• 27:12
  post.
• 27:12
  You
• 27:12
  click
• 27:13
  on
• 27:13
  there,
• 27:13
  then
• 27:13
  you
• 27:13
  click
• 27:14
  through
• 27:14
  cookies
• 27:14
  and
• 27:15
  where's
• 27:16
  your
• 27:16
  location?
• 27:16
  Do
• 27:17
  you
• 27:17
  want
• 27:17
  to
• 27:17
  sign
• 27:17
  up
• 27:17
  for
• 27:17
  the
• 27:17
  newsletter?
• 27:18
  So
• 27:19
  you
• 27:19
  already
• 27:20
  clicked
• 27:20
  already
• 27:20
  13
• 27:21
  times
• 27:21
  or
• 27:21
  something.
• 27:22
  And
• 27:22
  then
• 27:22
  if
• 27:22
  you're
• 27:23
  lucky,
• 27:23
  you
• 27:23
  even
• 27:23
  land
• 27:24
  on
• 27:24
  a
• 27:24
  product
• 27:24
  page
• 27:24
  and
• 27:24
  then
• 27:25
  it's
• 27:25
  sold
• 27:25
  out
• 27:25
  or
• 27:25
  something.
• 27:26
  So
• 27:26
  the
• 27:26
  experience
• 27:27
  is
• 27:28
  shit.
• 27:28
  So
• 27:29
  I
• 27:29
  think
• 27:29
  they
• 27:29
  lost
• 27:30
  a
• 27:30
  lot
• 27:30
  of
• 27:31
  conversions
• 27:32
  there.
• 27:33
  So
• 27:33
  it
• 27:33
  just
• 27:33
  makes
• 27:34
  sense
• 27:34
  to
• 27:35
  shorten
• 27:35
  this
• 27:36
  time
• 27:36
  from
• 27:37
  buying
• 27:37
  impulse
• 27:38
  to
• 27:38
  checkout.
• 27:39
  And
• 27:39
  I
• 27:39
  think
• 27:39
  Shopify
• 27:40
  is
• 27:40
  Really
• 27:40
  aware
• 27:41
  that
• 27:41
  they
• 27:42
  have
• 27:42
  to
• 27:42
  just
• 27:43
  play
• 27:43
  the
• 27:43
  game
• 27:43
  in
• 27:44
  order
• 27:44
  to
• 27:45
  stay
• 27:46
  competitive
• 27:46
  there.
• 27:47
  So
• 27:48
  what
• 27:48
  would
• 27:48
  you
• 27:48
  say,
• 27:48
  how
• 27:48
  far
• 27:49
  behind
• 27:49
  is
• 27:49
  Europe
• 27:50
  compared
• 27:50
  to
• 27:50
  the
• 27:51
  US
• 27:51
  or
• 27:52
  Southeast
• 27:53
  Asia
• 27:54
  in
• 27:54
  terms
• 27:54
  of
• 27:54
  social
• 27:55
  commerce
• 27:55
  maturity?
• 27:56
  What
• 27:57
  do
• 27:57
  you
• 27:57
  expect
• 27:57
  to
• 27:58
  see
• 27:58
  in
• 27:58
  2026?
• 28:00
  I
• 28:00
  think
• 28:01
  we're
• 28:02
  a
• 28:02
  few
• 28:02
  years
• 28:02
  behind.
• 28:03
  So
• 28:03
  I
• 28:03
  think
• 28:04
  with
• 28:04
  southeast
• 28:05
  Asia
• 28:06
  Probably
• 28:06
  10
• 28:06
  years.
• 28:07
  With
• 28:07
  the
• 28:07
  US
• 28:08
  5
• 28:08
  years.
• 28:09
  I
• 28:09
  will
• 28:09
  go
• 28:09
  to
• 28:10
  China
• 28:10
  in
• 28:10
  October
• 28:11
  on
• 28:11
  an
• 28:11
  e
• 28:11
  commerce
• 28:12
  expedition.
• 28:12
  After
• 28:12
  that
• 28:12
  I
• 28:13
  can
• 28:13
  tell
• 28:14
  you
• 28:14
  a
• 28:14
  bit
• 28:14
  more
• 28:14
  how
• 28:15
  far
• 28:15
  we're
• 28:15
  lacking
• 28:16
  behind
• 28:16
  China
• 28:16
  for
• 28:16
  example,
• 28:17
  we
• 28:17
  are
• 28:18
  far
• 28:18
  to
• 28:18
  be
• 28:19
  depressive.
• 28:19
  I
• 28:19
  think
• 28:19
  I
• 28:20
  was
• 28:20
  like
• 28:20
  seven
• 28:20
  years
• 28:21
  ago
• 28:21
  in
• 28:21
  China
• 28:22
  and
• 28:24
  it
• 28:24
  was
• 28:24
  impressive
• 28:25
  and
• 28:25
  I
• 28:26
  thought
• 28:26
  they
• 28:26
  already
• 28:26
  we
• 28:27
  are
• 28:27
  like
• 28:28
  five
• 28:28
  to
• 28:28
  10
• 28:29
  years
• 28:29
  behind
• 28:29
  and
• 28:30
  they
• 28:30
  are
• 28:30
  even
• 28:30
  faster.
• 28:31
  So
• 28:31
  yeah,
• 28:32
  maybe
• 28:32
  it's
• 28:33
  even
• 28:33
  more
• 28:33
  than
• 28:33
  10
• 28:33
  years.
• 28:34
  I
• 28:34
  don't
• 28:34
  know.
• 28:34
  Yeah,
• 28:35
  I'm.
• 28:36
  Yeah,
• 28:36
  let's
• 28:36
  see
• 28:36
  what
• 28:36
  you
• 28:37
  will
• 28:37
  say
• 28:37
  after
• 28:37
  October.
• 28:39
  Yeah,
• 28:39
  we
• 28:39
  have
• 28:39
  to
• 28:40
  do
• 28:40
  another
• 28:40
  check
• 28:40
  in
• 28:41
  episode.
• 28:42
  Yeah,
• 28:42
  I
• 28:42
  mean
• 28:42
  for
• 28:43
  them
• 28:43
  it's
• 28:44
  like
• 28:44
  in
• 28:44
  Southeast
• 28:45
  Asia
• 28:45
  it's
• 28:46
  completely
• 28:46
  normal
• 28:47
  to
• 28:47
  consume
• 28:48
  live
• 28:48
  streaming
• 28:49
  content,
• 28:49
  for
• 28:49
  example.
• 28:50
  They
• 28:50
  really
• 28:50
  do
• 28:51
  it
• 28:51
  for
• 28:51
  leisure
• 28:52
  reasons.
• 28:53
  So
• 28:53
  for
• 28:53
  us
• 28:53
  it's
• 28:54
  I
• 28:54
  don't
• 28:54
  know,
• 28:54
  watching
• 28:55
  gitzet
• 28:55
  es
• 28:56
  on
• 28:56
  the
• 28:56
  couch
• 28:56
  on
• 28:57
  the
• 28:57
  tv.
• 28:57
  For
• 28:57
  them
• 28:57
  it's
• 28:58
  like
• 28:58
  watching
• 28:59
  a
• 28:59
  creator
• 28:59
  sell
• 29:00
  something.
• 29:01
  I
• 29:01
  think
• 29:01
  it
• 29:01
  also
• 29:02
  has
• 29:02
  something
• 29:02
  to
• 29:02
  do
• 29:03
  with
• 29:04
  that.
• 29:04
  They
• 29:04
  basically
• 29:05
  skipped
• 29:05
  the
• 29:05
  desktop
• 29:06
  phase
• 29:07
  and
• 29:07
  like
• 29:08
  everything
• 29:08
  so
• 29:09
  mobile
• 29:09
  and
• 29:10
  every
• 29:10
  everything
• 29:11
  is
• 29:11
  so
• 29:11
  platform
• 29:12
  driven.
• 29:13
  So
• 29:13
  I
• 29:14
  can
• 29:14
  only
• 29:15
  speak
• 29:15
  from
• 29:15
  what
• 29:15
  I
• 29:15
  research
• 29:16
  because
• 29:16
  I
• 29:16
  have
• 29:16
  not
• 29:17
  been
• 29:17
  there
• 29:17
  yet.
• 29:18
  But
• 29:18
  from
• 29:18
  what
• 29:19
  I've
• 29:19
  heard
• 29:19
  is
• 29:19
  that
• 29:20
  D2C
• 29:20
  shops
• 29:21
  basically
• 29:21
  don't
• 29:21
  exist.
• 29:21
  You
• 29:22
  buy
• 29:22
  everything
• 29:22
  on
• 29:23
  platforms.
• 29:23
  So
• 29:23
  they
• 29:23
  are
• 29:24
  so
• 29:24
  used
• 29:24
  to
• 29:25
  this
• 29:27
  melting
• 29:28
  together
• 29:29
  of
• 29:29
  commerce
• 29:30
  and
• 29:30
  social
• 29:31
  and
• 29:31
  life
• 29:32
  for
• 29:32
  them
• 29:32
  it's
• 29:33
  yeah
• 29:34
  just
• 29:34
  it
• 29:35
  comes
• 29:35
  natural
• 29:35
  to
• 29:35
  them
• 29:36
  and
• 29:36
  we
• 29:36
  don't
• 29:37
  have
• 29:37
  that
• 29:37
  here.
• 29:37
  And
• 29:38
  I
• 29:38
  think
• 29:38
  especially
• 29:39
  Germans
• 29:40
  are
• 29:40
  always
• 29:40
  a
• 29:40
  bit
• 29:40
  cautious
• 29:41
  also
• 29:41
  about
• 29:42
  like
• 29:43
  their
• 29:43
  data
• 29:44
  and
• 29:44
  their
• 29:44
  consumption
• 29:45
  behavior.
• 29:45
  And
• 29:45
  we
• 29:45
  are
• 29:46
  I
• 29:46
  think
• 29:46
  much
• 29:46
  more
• 29:47
  social.
• 29:47
  So
• 29:47
  we
• 29:47
  spend
• 29:48
  more
• 29:48
  time
• 29:49
  with
• 29:49
  our
• 29:49
  friends
• 29:50
  or
• 29:50
  interacting
• 29:51
  with
• 29:51
  our
• 29:51
  friends
• 29:51
  online
• 29:52
  and
• 29:53
  watching
• 29:53
  like
• 29:53
  a
• 29:53
  random
• 29:54
  person
• 29:54
  sell
• 29:55
  us
• 29:55
  something.
• 29:56
  So
• 29:56
  I
• 29:56
  wouldn't
• 29:56
  even
• 29:56
  say
• 29:57
  say
• 29:57
  we're
• 29:58
  behind.
• 29:59
  It's
• 29:59
  just
• 29:59
  it
• 30:00
  was
• 30:00
  a
• 30:00
  different
• 30:01
  way
• 30:01
  of
• 30:01
  upbringing,
• 30:02
  so
• 30:02
  to
• 30:02
  say.
• 30:03
  But
• 30:03
  I
• 30:03
  think
• 30:04
  everything
• 30:04
  that's
• 30:04
  possible
• 30:05
  here
• 30:05
  is
• 30:05
  al
• 30:06
  there
• 30:06
  is
• 30:06
  also
• 30:07
  possible
• 30:07
  here.
• 30:08
  I'm
• 30:09
  not
• 30:09
  the
• 30:09
  biggest
• 30:09
  fan
• 30:09
  of
• 30:09
  live
• 30:10
  shopping
• 30:10
  and
• 30:10
  I
• 30:10
  think
• 30:10
  this
• 30:10
  will
• 30:11
  take
• 30:11
  a
• 30:11
  lot,
• 30:12
  a
• 30:12
  lot
• 30:12
  of
• 30:12
  time.
• 30:14
  But
• 30:14
  even
• 30:15
  that
• 30:15
  there
• 30:16
  I
• 30:16
  would
• 30:16
  be
• 30:16
  bullish
• 30:16
  and
• 30:17
  say
• 30:17
  okay,
• 30:17
  I
• 30:17
  think
• 30:17
  this
• 30:18
  is
• 30:18
  a
• 30:18
  normal
• 30:18
  way
• 30:18
  of
• 30:18
  shopping
• 30:19
  in
• 30:19
  10
• 30:19
  years
• 30:19
  here.
• 30:21
  Well,
• 30:21
  it
• 30:21
  has
• 30:21
  been
• 30:22
  no
• 30:22
  way
• 30:22
  of
• 30:22
  shopping
• 30:23
  here.
• 30:23
  It's
• 30:23
  just
• 30:24
  called,
• 30:24
  you
• 30:24
  know,
• 30:24
  hometown
• 30:25
  and
• 30:26
  has
• 30:26
  a
• 30:27
  very
• 30:27
  different
• 30:27
  kind
• 30:28
  of,
• 30:28
  I
• 30:28
  don't
• 30:29
  know,
• 30:29
  attitude
• 30:29
  to
• 30:29
  it.
• 30:30
  But
• 30:30
  there
• 30:30
  has
• 30:31
  been
• 30:31
  a
• 30:31
  legacy
• 30:31
  for
• 30:31
  that.
• 30:31
  So.
• 30:32
  As
• 30:32
  well.
• 30:33
  Yeah.
• 30:33
  So
• 30:35
  coming
• 30:35
  back
• 30:35
  to
• 30:35
  the
• 30:36
  initial
• 30:36
  idea
• 30:37
  of,
• 30:37
  because
• 30:37
  this
• 30:37
  was
• 30:37
  what
• 30:38
  I,
• 30:38
  I
• 30:38
  took
• 30:38
  back
• 30:39
  from
• 30:39
  K5
• 30:39
  conferences
• 30:40
  was
• 30:40
  this
• 30:40
  like
• 30:40
  it's
• 30:41
  AI
• 30:41
  commerce
• 30:41
  or
• 30:42
  it's
• 30:42
  social
• 30:42
  commerce
• 30:42
  or
• 30:43
  maybe
• 30:43
  sometimes
• 30:43
  it's
• 30:44
  both,
• 30:44
  but
• 30:44
  it's,
• 30:45
  it's
• 30:45
  at
• 30:45
  least
• 30:45
  it's
• 30:46
  going
• 30:46
  to
• 30:46
  be
• 30:46
  something
• 30:46
  new
• 30:47
  from,
• 30:47
  I
• 30:47
  don't
• 30:47
  know,
• 30:48
  2026
• 30:49
  and
• 30:49
  latest
• 30:49
  in
• 30:49
  2020.
• 30:50
  So
• 30:51
  what
• 30:51
  would
• 30:51
  you
• 30:52
  say
• 30:52
  if
• 30:52
  you
• 30:52
  say
• 30:53
  who's,
• 30:53
  who's
• 30:53
  going
• 30:53
  to
• 30:53
  write
• 30:54
  to
• 30:54
  win
• 30:54
  this
• 30:54
  race
• 30:55
  for
• 30:55
  the
• 30:55
  digital
• 30:56
  shelf?
• 30:56
  Are
• 30:56
  we,
• 30:57
  are
• 30:57
  we
• 30:57
  burying
• 30:58
  Amazon?
• 30:58
  Are
• 30:59
  we
• 30:59
  all
• 31:00
  going
• 31:00
  for,
• 31:02
  I
• 31:02
  know
• 31:02
  for
• 31:02
  foregoing
• 31:03
  agentic
• 31:03
  commerce
• 31:04
  because
• 31:04
  we
• 31:04
  do
• 31:04
  want
• 31:05
  to
• 31:05
  like
• 31:05
  to
• 31:05
  talk
• 31:05
  to
• 31:06
  real
• 31:06
  people
• 31:06
  and
• 31:07
  go
• 31:07
  for
• 31:07
  social
• 31:08
  commerce.
• 31:08
  Why
• 31:08
  are
• 31:08
  we
• 31:09
  there?
• 31:10
  I
• 31:10
  think
• 31:11
  both
• 31:11
  will
• 31:11
  exist
• 31:12
  because
• 31:12
  it's
• 31:12
  different
• 31:13
  ways
• 31:13
  of
• 31:14
  shopping.
• 31:15
  So
• 31:17
  I
• 31:17
  would
• 31:17
  say
• 31:17
  that
• 31:18
  AI
• 31:19
  platforms
• 31:19
  are
• 31:20
  more
• 31:20
  intent
• 31:21
  driven.
• 31:21
  So
• 31:22
  you
• 31:22
  have
• 31:22
  a
• 31:22
  need
• 31:22
  or
• 31:23
  a
• 31:23
  problem
• 31:23
  and
• 31:24
  then
• 31:24
  you
• 31:24
  type
• 31:24
  it
• 31:24
  into
• 31:25
  your
• 31:25
  whatever
• 31:26
  it's
• 31:26
  going
• 31:26
  to
• 31:26
  look
• 31:26
  like
• 31:26
  interface,
• 31:27
  let's
• 31:28
  say
• 31:28
  a
• 31:28
  browser
• 31:28
  and
• 31:29
  you
• 31:30
  say
• 31:30
  you're
• 31:31
  traveling
• 31:31
  to
• 31:31
  India
• 31:32
  and
• 31:32
  you're
• 31:32
  not
• 31:33
  sure
• 31:33
  what
• 31:33
  you
• 31:33
  need
• 31:33
  to
• 31:33
  buy
• 31:34
  for
• 31:34
  your
• 31:34
  trip
• 31:34
  and
• 31:35
  then
• 31:35
  you
• 31:35
  just
• 31:35
  put
• 31:35
  it
• 31:35
  in
• 31:35
  there
• 31:36
  and
• 31:36
  it
• 31:36
  basically
• 31:37
  tells
• 31:37
  you
• 31:37
  what
• 31:38
  to
• 31:38
  buy.
• 31:39
  And
• 31:39
  then
• 31:39
  like
• 31:40
  in
• 31:40
  a
• 31:40
  generic
• 31:40
  way
• 31:40
  and
• 31:40
  then
• 31:41
  you
• 31:41
  say
• 31:41
  okay,
• 31:41
  but
• 31:42
  which
• 31:42
  exact
• 31:42
  product
• 31:43
  should
• 31:43
  I
• 31:43
  buy?
• 31:43
  And
• 31:43
  that
• 31:44
  in
• 31:44
  the
• 31:44
  price
• 31:44
  range,
• 31:44
  what
• 31:45
  the
• 31:45
  pros,
• 31:45
  what's
• 31:45
  the
• 31:46
  cons?
• 31:46
  So
• 31:46
  this
• 31:47
  really
• 31:47
  conversational
• 31:49
  shopping
• 31:49
  experience
• 31:51
  will
• 31:51
  exist
• 31:52
  in
• 31:54
  AI
• 31:54
  platforms
• 31:55
  versus
• 31:56
  this.
• 31:57
  I
• 31:57
  get
• 31:57
  inspired
• 31:58
  and
• 31:58
  I
• 31:58
  get
• 31:59
  influenced
• 31:59
  and
• 32:00
  I
• 32:00
  don't
• 32:00
  even
• 32:01
  know
• 32:01
  that
• 32:01
  I
• 32:01
  need.
• 32:01
  It
• 32:03
  will
• 32:03
  take
• 32:03
  place
• 32:04
  in
• 32:04
  social
• 32:04
  commerce.
• 32:05
  So
• 32:05
  it's
• 32:06
  not
• 32:06
  really
• 32:06
  a
• 32:07
  question
• 32:07
  of
• 32:07
  either
• 32:08
  or.
• 32:08
  I
• 32:08
  think
• 32:09
  both
• 32:09
  will
• 32:09
  exist.
• 32:10
  And
• 32:10
  I
• 32:10
  think
• 32:10
  you
• 32:10
  have,
• 32:11
  and
• 32:11
  this
• 32:11
  was
• 32:12
  one
• 32:12
  of
• 32:12
  my
• 32:12
  thesis
• 32:12
  at
• 32:12
  the
• 32:13
  kafunf,
• 32:14
  you
• 32:14
  really
• 32:15
  have
• 32:15
  to
• 32:15
  leverage
• 32:16
  your
• 32:16
  social
• 32:17
  presence
• 32:17
  in
• 32:17
  order
• 32:18
  to
• 32:18
  even
• 32:19
  make
• 32:19
  people
• 32:20
  want
• 32:20
  to
• 32:20
  buy
• 32:20
  your
• 32:21
  product
• 32:21
  to
• 32:22
  create
• 32:22
  that
• 32:23
  intent
• 32:23
  in
• 32:24
  their
• 32:24
  head.
• 32:24
  Because
• 32:25
  if
• 32:26
  you
• 32:26
  don't
• 32:26
  know
• 32:26
  about
• 32:26
  a
• 32:27
  brand
• 32:27
  or
• 32:27
  a
• 32:27
  product,
• 32:27
  you
• 32:28
  will
• 32:29
  never
• 32:29
  buy
• 32:29
  it.
• 32:29
  So
• 32:30
  I
• 32:30
  think
• 32:30
  one
• 32:31
  cannot
• 32:31
  exist
• 32:32
  without
• 32:32
  the
• 32:32
  other
• 32:32
  essentially.
• 32:33
  But
• 32:34
  what
• 32:34
  I
• 32:34
  think
• 32:34
  is
• 32:34
  interesting,
• 32:35
  I'm
• 32:35
  not
• 32:35
  the
• 32:36
  most,
• 32:37
  how
• 32:38
  do
• 32:38
  you
• 32:38
  say,
• 32:38
  fantasy
• 32:39
  full
• 32:39
  person.
• 32:39
  So
• 32:40
  for
• 32:40
  me
• 32:40
  it's
• 32:40
  always
• 32:41
  hard
• 32:41
  to
• 32:41
  imagine
• 32:42
  abstract
• 32:42
  things.
• 32:43
  But
• 32:43
  I
• 32:43
  talked
• 32:44
  to
• 32:44
  Jochen
• 32:44
  about
• 32:44
  this
• 32:45
  and
• 32:45
  he
• 32:45
  said
• 32:46
  maybe
• 32:46
  one
• 32:46
  day
• 32:47
  you
• 32:47
  will
• 32:47
  have
• 32:47
  like
• 32:48
  your
• 32:48
  interface,
• 32:49
  your
• 32:50
  browser
• 32:50
  or
• 32:50
  whatever
• 32:51
  and
• 32:51
  it
• 32:51
  knows
• 32:52
  exactly
• 32:52
  your
• 32:52
  style
• 32:53
  and
• 32:53
  what
• 32:53
  you
• 32:53
  like
• 32:54
  and
• 32:54
  it
• 32:54
  will
• 32:54
  just
• 32:56
  pull
• 32:57
  what
• 32:58
  you
• 32:58
  already
• 32:58
  like
• 32:59
  from
• 33:00
  also
• 33:00
  your
• 33:00
  social
• 33:01
  platforms.
• 33:01
  And
• 33:02
  then
• 33:02
  it's
• 33:02
  basically
• 33:02
  you
• 33:03
  will
• 33:03
  have
• 33:03
  your
• 33:03
  own
• 33:03
  shop
• 33:04
  within
• 33:04
  your
• 33:05
  AI
• 33:05
  interface.
• 33:06
  So
• 33:06
  it's
• 33:06
  not
• 33:07
  really
• 33:07
  a
• 33:07
  thing
• 33:07
  of
• 33:07
  like
• 33:08
  going
• 33:09
  to
• 33:09
  TikTok
• 33:10
  to
• 33:11
  actually
• 33:12
  see
• 33:12
  what's
• 33:13
  there
• 33:13
  and
• 33:13
  what's
• 33:14
  cool.
• 33:14
  But
• 33:16
  the
• 33:16
  AI
• 33:16
  interface
• 33:17
  will
• 33:17
  already
• 33:17
  decide
• 33:18
  what
• 33:19
  you
• 33:19
  will
• 33:19
  like
• 33:19
  and
• 33:19
  then
• 33:20
  just
• 33:20
  push
• 33:20
  that
• 33:20
  into
• 33:21
  your
• 33:21
  own
• 33:21
  personally
• 33:22
  curated
• 33:22
  shop.
• 33:23
  So
• 33:23
  this
• 33:24
  is
• 33:24
  also
• 33:24
  something
• 33:24
  that
• 33:25
  I
• 33:25
  think
• 33:25
  is
• 33:26
  likely
• 33:26
  to
• 33:27
  happen,
• 33:27
  actually
• 33:28
  depends
• 33:29
  on
• 33:29
  how
• 33:29
  open
• 33:29
  the
• 33:29
  social
• 33:30
  platforms
• 33:30
  will
• 33:30
  be
• 33:31
  towards
• 33:31
  AI
• 33:32
  platforms
• 33:32
  and
• 33:33
  which
• 33:33
  data
• 33:33
  they
• 33:33
  share.
• 33:34
  But
• 33:34
  yeah,
• 33:34
  this
• 33:35
  can
• 33:35
  also
• 33:35
  happen.
• 33:36
  Where
• 33:36
  does
• 33:37
  this
• 33:37
  leave
• 33:39
  marketplaces
• 33:39
  of
• 33:40
  today?
• 33:40
  Do
• 33:40
  they
• 33:41
  have
• 33:41
  a
• 33:41
  place
• 33:42
  in
• 33:42
  this
• 33:42
  kind
• 33:42
  of
• 33:42
  future?
• 33:48
  It
• 33:48
  depends.
• 33:50
  I
• 33:50
  see
• 33:50
  it
• 33:50
  very
• 33:51
  critically.
• 33:52
  So
• 33:52
  I
• 33:52
  think
• 33:53
  that
• 33:53
  Amazon
• 33:53
  launched
• 33:54
  a
• 33:54
  Buy
• 33:54
  for
• 33:54
  Me
• 33:54
  agent
• 33:55
  was
• 33:55
  a
• 33:55
  really
• 33:55
  good
• 33:56
  strategic
• 33:57
  move
• 33:57
  because.
• 33:58
  And
• 33:58
  also
• 33:58
  that
• 33:59
  they
• 33:59
  invest
• 33:59
  in
• 33:59
  AI
• 34:00
  hardware
• 34:00
  and
• 34:00
  also
• 34:01
  software.
• 34:02
  So
• 34:02
  they
• 34:03
  really
• 34:03
  see
• 34:03
  what
• 34:04
  the
• 34:04
  future
• 34:04
  will
• 34:04
  look
• 34:05
  like
• 34:05
  and
• 34:05
  try
• 34:05
  to
• 34:05
  adapt
• 34:06
  to
• 34:06
  it.
• 34:06
  Because
• 34:06
  if
• 34:06
  you're
• 34:07
  like
• 34:07
  a
• 34:08
  generic
• 34:08
  normal
• 34:09
  marketplace,
• 34:10
  what's
• 34:10
  your
• 34:11
  right
• 34:12
  to
• 34:12
  exist?
• 34:12
  Because
• 34:13
  essentially
• 34:14
  you're
• 34:14
  just
• 34:14
  a
• 34:14
  catalog
• 34:15
  then
• 34:15
  that
• 34:16
  the
• 34:16
  AI
• 34:17
  platforms
• 34:17
  pull
• 34:17
  their
• 34:18
  information
• 34:18
  from.
• 34:19
  But
• 34:20
  I
• 34:21
  don't
• 34:21
  think
• 34:22
  that
• 34:22
  people
• 34:22
  in
• 34:23
  five
• 34:23
  years
• 34:24
  will
• 34:24
  go
• 34:24
  to
• 34:26
  Kaufland
• 34:26
  or
• 34:26
  Otto
• 34:27
  or
• 34:27
  Amazon
• 34:28
  and
• 34:28
  buy
• 34:29
  there,
• 34:30
  but
• 34:30
  instead
• 34:30
  do
• 34:31
  everything
• 34:31
  in
• 34:31
  ChatGPT
• 34:32
  or
• 34:32
  perplexity
• 34:33
  or
• 34:33
  whatever
• 34:34
  AI
• 34:34
  agent
• 34:35
  they
• 34:35
  use
• 34:35
  and
• 34:35
  say,
• 34:36
  I
• 34:36
  have
• 34:36
  this
• 34:37
  need,
• 34:38
  please
• 34:38
  find
• 34:39
  me
• 34:39
  the
• 34:39
  best
• 34:40
  price
• 34:40
  to
• 34:40
  value
• 34:41
  product
• 34:41
  in
• 34:41
  that
• 34:42
  category.
• 34:42
  And
• 34:43
  then
• 34:43
  I
• 34:44
  think
• 34:44
  they
• 34:44
  will
• 34:44
  buy
• 34:45
  through
• 34:45
  that.
• 34:46
  So
• 34:46
  yeah,
• 34:47
  you
• 34:47
  really
• 34:47
  have
• 34:47
  to
• 34:48
  adapt
• 34:48
  in
• 34:48
  terms
• 34:48
  of
• 34:48
  you
• 34:49
  have
• 34:49
  to
• 34:50
  provide
• 34:50
  your
• 34:51
  own
• 34:51
  AI
• 34:52
  capabilities
• 34:53
  as
• 34:53
  a
• 34:53
  marketplace
• 34:54
  or
• 34:54
  otherwise
• 34:55
  you
• 34:55
  will
• 34:55
  just
• 34:56
  be
• 34:56
  some
• 34:56
  sort
• 34:56
  of
• 34:57
  like
• 34:57
  data
• 34:57
  center
• 34:58
  that
• 34:58
  the
• 34:58
  AI
• 34:59
  platforms
• 34:59
  suck
• 34:59
  on.
• 35:02
  Right.
• 35:03
  Yeah,
• 35:04
  that
• 35:04
  was
• 35:05
  some
• 35:05
  interesting
• 35:06
  stuff
• 35:06
  to
• 35:07
  think
• 35:07
  about,
• 35:07
  I
• 35:08
  think,
• 35:08
  and
• 35:08
  just
• 35:08
  the
• 35:08
  right
• 35:09
  kind
• 35:09
  of
• 35:09
  depth
• 35:09
  for
• 35:09
  our
• 35:10
  summer
• 35:10
  deep
• 35:10
  dive.
• 35:11
  So
• 35:11
  thank
• 35:11
  you
• 35:11
  for
• 35:11
  your
• 35:12
  insights
• 35:12
  into
• 35:12
  the
• 35:12
  world
• 35:13
  of
• 35:13
  social
• 35:13
  commerce
• 35:13
  and
• 35:14
  a
• 35:14
  bit
• 35:14
  of
• 35:14
  lookout
• 35:14
  as
• 35:14
  well.
• 35:15
  Christina,
• 35:15
  thank
• 35:15
  you.
• 35:16
  Thank
• 35:16
  you
• 35:16
  for
• 35:16
  the
• 35:16
  invitation.
• 35:17
  It
• 35:17
  was
• 35:18
  really
• 35:18
  an
• 35:18
  honor
• 35:19
  to
• 35:19
  speak
• 35:19
  with
• 35:20
  you
• 35:20
  both.
• 35:20
  Marketplace
• 35:21
  legends.
• 35:23
  It
• 35:24
  was
• 35:24
  really
• 35:24
  fun
• 35:24
  because
• 35:25
  I
• 35:25
  think
• 35:26
  we
• 35:26
  sat
• 35:27
  like
• 35:27
  half
• 35:27
  a
• 35:27
  year
• 35:27
  ago
• 35:28
  at
• 35:28
  lunch,
• 35:29
  we
• 35:29
  were
• 35:29
  like,
• 35:29
  yeah,
• 35:29
  let's
• 35:30
  do
• 35:30
  a
• 35:30
  podcast
• 35:30
  together
• 35:31
  and
• 35:31
  here
• 35:32
  we
• 35:32
  are.
• 35:33
  So
• 35:33
  yeah,
• 35:34
  I
• 35:34
  like
• 35:34
  your
• 35:34
  approach
• 35:35
  of
• 35:35
  like
• 35:36
  overall
• 35:36
  the
• 35:36
  combination
• 35:37
  of
• 35:37
  both
• 35:37
  worlds,
• 35:38
  the
• 35:38
  AI
• 35:39
  agents
• 35:39
  as
• 35:40
  well
• 35:40
  as
• 35:40
  the,
• 35:41
  yeah,
• 35:42
  social
• 35:42
  commerce.
• 35:43
  So
• 35:43
  it's
• 35:44
  not
• 35:44
  an
• 35:44
  either
• 35:44
  or,
• 35:45
  it's
• 35:45
  like
• 35:45
  an
• 35:46
  add
• 35:46
  on
• 35:47
  to
• 35:47
  each
• 35:47
  other.
• 35:48
  And
• 35:49
  also
• 35:49
  I
• 35:49
  think
• 35:50
  the
• 35:51
  kind
• 35:51
  of
• 35:52
  customers,
• 35:52
  they
• 35:52
  are
• 35:53
  also
• 35:53
  different.
• 35:53
  Right.
• 35:54
  And
• 35:54
  you
• 35:55
  have
• 35:55
  the
• 35:55
  ones
• 35:55
  who
• 35:55
  are
• 35:56
  more
• 35:56
  like,
• 35:56
  okay,
• 35:57
  I
• 35:57
  want
• 35:57
  like
• 35:58
  really
• 35:58
  to
• 35:58
  like
• 35:59
  need
• 35:59
  this
• 35:59
  and
• 35:59
  I
• 36:00
  don't
• 36:00
  want
• 36:00
  to
• 36:01
  spend
• 36:01
  so
• 36:01
  much
• 36:02
  time
• 36:02
  on
• 36:02
  like
• 36:03
  watching
• 36:04
  products,
• 36:04
  et
• 36:05
  cetera
• 36:05
  and
• 36:06
  the
• 36:06
  other
• 36:06
  ones.
• 36:07
  So
• 36:07
  thank
• 36:08
  you
• 36:08
  so
• 36:08
  much
• 36:08
  again,
• 36:08
  Christina.
• 36:09
  And
• 36:10
  if
• 36:10
  you
• 36:10
  like
• 36:10
  listening
• 36:11
  to
• 36:11
  us
• 36:11
  today,
• 36:11
  you
• 36:11
  could
• 36:12
  make
• 36:12
  us
• 36:12
  very
• 36:12
  happy
• 36:12
  by
• 36:13
  following
• 36:13
  us
• 36:13
  and
• 36:14
  rating
• 36:14
  our
• 36:14
  podcast.
• 36:15
  On
• 36:15
  Spotify,
• 36:16
  Apple
• 36:16
  Podcast,
• 36:17
  YouTube
• 36:18
  or
• 36:18
  wherever
• 36:18
  you
• 36:19
  are
• 36:19
  listening
• 36:19
  to
• 36:19
  us
• 36:20
  and
• 36:20
  of
• 36:20
  course,
• 36:20
  by
• 36:20
  tuning
• 36:21
  in
• 36:21
  again
• 36:21
  next
• 36:21
  time
• 36:21
  when
• 36:22
  we
• 36:22
  talk
• 36:22
  about
• 36:23
  AI
• 36:23
  image
• 36:24
  generation
• 36:24
  for
• 36:24
  the
• 36:25
  fashion
• 36:26
  business.
• 36:27
  So
• 36:28
  speak
• 36:28
  to
• 36:28
  you
• 36:28
  soon.
• 36:29
  Bye
• 36:30
  bye.
• 36:30
  Bye
• 36:31
  bye.
• 36:37
  You
• 36:37
  listened
• 36:37
  to
• 36:38
  let's
• 36:38
  Talk
• 36:39
  Marketplace,
• 36:39
  the.
• 36:40
  Marketplace
• 36:40
  podcast
• 36:41
  with
• 36:41
  Ingrid
• 36:41
  Lommer
• 36:42
  and
• 36:42
  Valerie
• 36:42
  Dichtel.