TikTok Shop run as a sales channel, not an experiment.
TikTok Shop is one of the fastest-growing marketplaces in Europe today, but for most brands it stays an improvised channel: a poorly uploaded catalog, no creator strategy, ads disconnected from the rest of advertising. We manage it exactly like a marketplace, not a social media side-project, with a marketplace specialist on catalog and feed, an ecommerce growth hacker overseeing margin across the whole channel, and a communication expert on content and creator relationships.
The problem: it's not run like a social marketplace
TikTok Shop combines three things that rarely live in the same team: a catalog that has to follow the platform's specific rules and categorization, a content logic (LIVE, video shopping, creators) completely different from a traditional marketplace, and a native advertising system (Video Shopping Ads, LIVE Shopping Ads, GMV Max) that needs to be integrated with the rest of your stack, not run as its own island.
The most common outcome is a channel that generates "vanity" revenue but little profit, because nobody is tracking margin per SKU or per creator partnership.
That's exactly why we don't cover TikTok Shop with a single generalist. We run it with three specialized roles: a marketplace specialist on catalog, feed and platform rules, an ecommerce growth hacker keeping the whole channel tied to margin, and a communication expert on content and creator relationships — the same structure we'd use on any other marketplace.
Marketplace specialist
Salvatore Emma
Ecommerce growth hacker
Marcello Riccio
Communication expert
Michela Capuano
How we work
Three roles, one point of contact: here's how the work actually splits.
Channel & catalog setup
Shop configuration, product categorization per TikTok Shop rules, feed and price sync with the other channels you already run (site, other marketplaces).
Content & creative production
Short-form product videos, LIVE-ready assets and creative built for TikTok's native format. We don't just plan the content strategy, we get the content produced, so creators and campaigns are never waiting on assets.
Creator & affiliate management
Selecting and managing affiliate program creators based on actual return generated, not just reach and follower count.
TikTok Shop Ads
Video Shopping Ads, LIVE Shopping Ads and GMV Max set up for margin, with the same profitability-based segmentation logic we use on Google Ads.
Order operations
ERP integration so TikTok Shop doesn't become an extra channel to check manually every day.
Margin reporting
A single view of sales, returns, ad spend and creator commissions to understand what TikTok Shop is really contributing to the P&L.
Case study: Mamù Cookware, from zero
No existing account, no shop, no audience: Mamù Cookware's TikTok Shop channel was built entirely from scratch, with the creator program as the main growth lever.