👋 Hey, Social Commerce Operators!

Welcome back to the Social Commerce Sellers Newsletter — and Happy New Year! 🎉

A huge shoutout to our loyal subscribers for sticking with us, and a warm welcome to all the new readers joining us this week. We're thrilled to have you on this journey as we dive into the ever-evolving world of TikTok Shop and social commerce.

This week, we’re tackling a hot topic that’s been making waves — the ongoing conversation around TikTok bans and what this could mean for brands and creators relying on the platform.

Let’s break it down and look at how you can stay ahead, no matter what happens.

Let’s dive in! 🚀

As you know, TikTok Shop is becoming increasingly challenging for brands starting from scratch. One of the main hurdles is the restrictions placed on new brands, which require meeting specific criteria before you can effectively reach out to affiliates at scale.

This is where Insense comes into play. With just a few simple steps and as little as $25, affiliates can start reaching out to you. Not only do they promote your products, but they also deliver what 

I call the “triple threat”:

1. They purchase from your shop (you reimburse them).

2. They leave a review to boost credibility.

3. They create high-quality content to drive further engagement and sales.

We’ve been leveraging Insense at scale for our brands—whether it’s generating one-off pieces of content or locking in creators on retainers. It has been a game-changer for every brand we onboard.

As a bonus, we can pay our TikTok Shop affiliates both a flat fee and a commission through Insense!

If you’re still on the fence about TikTok Shop or struggling to gain traction, I highly recommend giving Insense a try. It might just unlock the growth you’re looking for.

P.S. They’re giving my readers a $200 platform bonus if you book a free strategy call with them by Jan 17.

This Week’s Blueprint

The Future of Social Commerce: What Happens If TikTok Gets Banned?

The Supreme Court's latest hearing has reignited a question that never seems to go away: Will TikTok get banned? 

After today’s briefing, the odds of a ban before May have jumped to 73%. Let’s break down what this could mean for social commerce and how brands, creators, and agencies can prepare for the ripple effects.

🚨 The Stakes Are High

TikTok isn’t just a platform; it’s a market force. Consider these numbers:

• TikTok accounts for 4-5% of the $40B annual e-commerce digital advertising market. That’s up to $2B in ad dollars at risk.

• TikTok Shop generated $9B in GMV in the U.S. last year. If the ban goes through, all that disappears overnight.

• Creators who earn anywhere from 5-20% of GMV through affiliate deals would face serious income loss.

It’s not just about TikTok—it’s about the infrastructure of social commerce. Without TikTok’s seamless discovery and shopping experience, both brands and creators will need to rethink their strategies.

💥 The Impact on Social Commerce

For many brands, TikTok Shop has been a game-changer. It's the only platform where small creators can sell products and hit six figures in revenue fast. The discovery algorithm, viral nature, and in-app shopping experience make it the perfect storm for social commerce.

If TikTok goes away, here’s what happens next:

📉 Organic Reach Drops Dramatically

TikTok’s discovery algorithm is unmatched. Brands that rely on TikTok for low-cost customer acquisition will see their costs spike on platforms like Meta and YouTube.

🚨 Affiliates Lose Big

Affiliate sales on TikTok Shop make up anywhere from 5% to 20% of GMV. Without TikTok, affiliates will need to shift to platforms that aren’t fully set up for that kind of creator-driven commerce yet.

📊 Ad Costs Go Up

If TikTok users migrate to Instagram Reels and YouTube Shorts, ad inventory will increase, but costs will rise as more brands compete for attention.

🧭 Where Will Users and Creators Go?

Attention doesn’t disappear — it shifts. Here’s where we see users and creators moving:

1️⃣ Instagram Reels:
The most obvious alternative. Meta has been improving its Reels algorithm and will likely launch more social commerce features. Expect them to revive Shops and introduce affiliate programs to fill the TikTok void.

2️⃣ YouTube Shorts:
This could be the dark horse. Some brands are already seeing profitable ROAS on YouTube Ads, and YouTube has a strong monetization structure for creators. If they improve their shopping features, this could be huge.

3️⃣ Snapchat & Emerging Platforms:
Apps like Snapchat, Lemon8, and BeReal could grab some attention, but they’re not ready to replace TikTok in terms of social commerce.

💡 What Should Brands Do Now?

If you’re heavily reliant on TikTok, it’s time to diversify. Here’s what we’re advising our clients:

1️⃣ Build Audiences on Other Platforms:
Start growing your presence on Instagram, YouTube, and Pinterest now. Don’t wait for a ban to hit.

2️⃣ Own Your Audience:
Invest in building email, SMS, and community groups on platforms you control, like WhatsApp and Discord.

3️⃣ Maximize Content:
Download your TikTok content and repurpose it across Reels, Shorts, and Pinterest. Content you’ve already created can still work on other platforms.

4️⃣ Invest in Creator Content:
Pay creators to produce content you can use in ads across multiple channels. Whitelisting will be key to scaling on other platforms.

🤔 Is Live Shopping Ready for Instagram and YouTube?

One of TikTok Shop’s biggest advantages is live shopping. It’s not just a trend — it’s the future of social commerce.
But the big question is: Are platforms like Instagram ready for it?

Right now, Instagram Live Shopping exists, but it hasn’t reached the level of TikTok Shop’s success. YouTube is getting closer, but they’re still working on their shopping features.

If TikTok goes away, these platforms will need to accelerate their live shopping capabilities to keep up.

👇🏼 Check ThIS Out 👇🏼

That’s a wrap

💭 Final Thoughts

TikTok isn’t just a platform — it’s a cultural phenomenon. If it disappears, the social commerce landscape will change overnight.

But here’s the thing: Social commerce itself isn’t going anywhere. Brands and creators who adapt quickly will continue to thrive.

The platforms may change, but the opportunity remains.

Now, I’d love to hear from you:
What’s your plan if TikTok goes away?
Are you already building on other platforms? Or will this shake up your 2025 strategy?

Let me know your thoughts — and let’s navigate this together.

Until next time,

Ashley ✌️

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