/ 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.
The Ultimate TikTok Shop Strategy for Brands
Static ecommerce vs social commerce, and the strategic model we use to scale brands on TikTok Shop — from live rooms and creator networks to Spark Ads and inventory ops.
Ben Maughan
CEO & Founder
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
9 min read
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