/ The Go Live Blog
Field notes from inside TikTok Shop
Strategy, creative, creators, live commerce and operations — written by the team running campaigns every day.
What we learned from 1,000 hours on TikTok Live
Patterns, surprises, contrarian takes and uncomfortable truths from a year of running TikTok Live for brands across beauty, fashion, home and supplements.
Alex Mullins
COO & Founder
Building a TikTok Shop affiliate programme from zero
A step-by-step founder's guide to launching your first affiliate programme — recruit, brief, ship, track and scale without losing your mind.
Kira Farhang
8 min read
AI creative tools on TikTok Shop: what's working in 2026
We've tested almost every AI video, voice and editing tool released in the last 12 months. Here's what's actually moving revenue — and what's just noise.
Megan Snowball
6 min read
Should a live shopping host follow a script — or improvise?
After 1,000+ hours on air, here's our honest take on the eternal debate between scripted and freestyle hosting — and why the answer is neither.
Carrie Carlisle
5 min read
The UK vs US TikTok Shop playbook: what actually differs
Two markets, two creator cultures, two completely different buying behaviours. A field guide for brands launching across both at the same time.
Ben Maughan
7 min read
Operations is the real moat on TikTok Shop
Going viral is easy. Fulfilling 8,000 orders in 48 hours without breaking your supply chain is the actual hard part — and the brands that solve it own the category.
Alex Mullins
6 min read
Behind the camera: building a TikTok Shop production line
What it actually takes — physically, logistically, operationally — to deliver 100+ pieces of performance creative a month without burning out the team.
Bailey Thirlaway
7 min read
Why creative volume beats creative perfection on TikTok
The brands posting 30 pieces of content a week are quietly eating the brands posting three beautifully polished ones. Here's the production model that makes it possible.
Megan Snowball
6 min read
Creator economics on TikTok Shop, decoded
Commission rates, sample seeding, exclusivity windows and the silent rules of working with the top 1% of TikTok Shop creators in the UK and US.
Kira Farhang
7 min read
The anatomy of a six-figure TikTok Live
We've run hundreds of live shopping sessions. Here's the format, the team and the moment-to-moment rhythm behind the ones that crack six figures in a single stream.
Carrie Carlisle
8 min read
TikTok Shop is rewriting the rules of retail
Discovery, decision and checkout used to live on different platforms. TikTok Shop collapsed them into a single scroll — and the brands who understand that are pulling away from the pack.
Ben Maughan
6 min read