Winning on TikTok Shop doesn't look like winning on any other marketplace.
In this episode, Lucas Bassa (Channable) sits down with Rajil Wasif, founder and CEO of Wurx Media, a full-service TikTok Shop agency that's spent years running creator strategy, paid media, and community management for D2C brands — first in the US, now across Europe.
Brands that judge TikTok Shop purely on its own P&L close the channel right when it starts paying off. The real return often shows up elsewhere: on Amazon, on the brand's own website, in retail.
Rajil breaks down what actually wins on this channel — not more budget, but the right growth lever at the right stage, and a way to measure impact that doesn't rely on guesswork.
The conversation covers why the early-mover advantage that defined the US market in 2023 hasn't disappeared in Europe, what a TikTok creator actually costs versus traditional influencer rates, and why matching a competitor's content volume beats chasing any single hack.
Key Takeaways
- The halo effect is measurable, not mystical: Track new-to-brand purchases and branded search on Amazon against a pre-TikTok baseline.
- Spend should follow the stage, not a template: Creators first, then ads, then live shopping as revenue grows.
- Creator rates are lower than most brands assume: $50–70 a video in the US, cheaper across Europe — well below influencer rates.
- 99% of revenue comes from 1% of videos: Budget for hundreds of misses; the viral hits carry the business.
- Creator retention is the real growth engine: Losing creators means rebuilding relationships from scratch.
- Reverse-engineer the category leader: Match a top competitor's output and spend on Kalo Data, and revenue tends to follow.
Selling on TikTok Shop yourself? -> See how Channable can maximise your product visibility.
Listen to the complete episode:
Read transcript
Lucas Bassa (00:01.352)
Welcome to a new episode of Marketplaces Growth, the podcast. Today I'm joined by Rajil from
Wurx Media, and we're talking about everything TikTok Shop—one of the, well, most anticipated
channels in Europe at least, and the fastest-growing channel at the moment. It's been
expanding throughout Europe rapidly, and Rajil has some thoughts and experiences on TikTok
Shop. So yeah, Rajil, please introduce yourself to the audience.
Rajil Wasif - Wurx Media (00:31.246)
Sure. Awesome. Hey guys, my name is Rajil. I'm the founder and CEO here at Wurx Media.
We're a full-service TikTok Shop agency and a growth partner for D2C brands. Basically, we
own the creative strategy, affiliate management, community building, paid media, and the overall
strategy for brands on TikTok Shop. My background is in traditional influencer marketing, but for
the past three years with my agency, I've just been helping brands navigate and grow on TikTok
Shop exclusively.
Lucas Bassa (01:04.52)
Yeah, so, and you've been doing this in the US for quite some time.
Rajil Wasif - Wurx Media (01:08.608)
We have, yeah. So for the majority of the part, almost three years now, we've been working with
brands in the US and also some brands on the European side as well.
Lucas Bassa (01:17.906)
Yeah, because for the people listening, TikTok Shop has launched in the US. I think it was also
available a bit earlier in the UK, and just now it switched to Europe. How was the sort of
beginning phase in the US for TikTok Shop?
Rajil Wasif - Wurx Media (01:36.994)
The beginning phase was completely different than how it is right now. The best way to describe
it was that it was the most cost-efficient channel. I mean, you could really make a profit on the
channel back then in the US. Right now things are a bit different, but everything was so easy.
You could onboard creators, the best creators were on the platform, and there was a shortage of
quality brands on the platform. Which is why a lot of the earlier brands that got in on TikTok
Shop way back in like 2023 or early 2024 were able to get those creators onboarded with their
brands, build relationships with them, and pretty much are still the brands that are leading the
market in the US. There are newer brands that did come on, but the fact is that they had to
invest really heavily to get to that point. But the ones that started way back are still benefiting
from the early mover advantage that they got.
Lucas Bassa (02:34.929)
Yeah. And so I think TikTok as a platform has changed a lot in the last three years, right?
Everyone is on TikTok basically, so naturally the economy on TikTok with these creators has
matured. But do you think the early mover advantage still applies to the new European locales,
or has that been lost due to the popularity of the channel?
Rajil Wasif - Wurx Media (03:00.748)
No, I don't think it's lost. It's still there. Even in the UK, some things have changed; obviously,
TikTok Shop has been in the UK for quite some time. But when we still work with brands in the
UK, we see that it's much easier and much more cost-efficient for brands to launch in the UK
rather than in the US. Just because the way brands think about a platform in the US is much
different than brands in Europe. On the US side, for example, the brands are really aggressive.
They come onto TikTok Shop and their goal is to go after the best creators—even if that means
paying them a shitload of money to onboard them, they'll do that.
But over on the European side, what I've noticed from brands is that they're more concerned
about their bottom line and their profitability on the platform, which is why they're not that
aggressive. So, meaning the European brands who, for example, haven't launched on TikTok
right now, they still have the opportunity to either be aggressive or, in the markets where TikTok
Shop is new, they have both of those advantages. They can either be aggressive or, pretty
much, they are the first mover and can do whatever they want right now.
Lucas Bassa (04:15.741)
Okay, and you're saying that in Europe we might be a bit too conservative in investing in TikTok?
And yeah, I think, so what I've heard in the US, right, when visiting the US and talking to TikTok
sellers there, it was always about the "halo effect." Could you maybe explain what that is in the
context of TikTok? Because I think that might also influence the conservativeness we have here.
Rajil Wasif - Wurx Media (04:50.85)
Right. So to understand it simply, the halo effect is the overall boost that your brand gets
off-platform from TikTok Shop. So when you're investing on TikTok Shop, when you're working
with creators, getting content posted, you're getting the results on TikTok Shop, you're getting
the sales on TikTok Shop. But as a result of your efforts on TikTok Shop, you get results on all of
your other platforms too.
Meaning, if you sell on your website, you see an increase in traffic to your website. If you sell on
Amazon, you see an increase in your branded search volume and an increase in new-to-brand
customers on Amazon. If you sell in retail, you see more people going into those retail outlets
looking for your products because they saw a creator posting about your brand on TikTok. All of
this is the halo effect. So, off-platform things that are happening because of your efforts on
TikTok Shop is what's known as the halo effect.
Lucas Bassa (05:53.191)
So it's because TikTok is basically like an advertising channel, and now you can buy there
directly. Where previously we already had TikTok ads for quite some time, so you could
advertise there and then buy the product elsewhere, now you can get inspired but also convert
on the same platform. Whereas TikTok is still, at its core, a social media platform, right? So it's
different from Amazon. People go there not necessarily with the idea to buy a product, but they
just, you know, watch videos and suddenly they see something they like. So that halo effect, it
could be hard to quantify that, right? If you're selling, it's very hard to see your sales on Amazon
go up and attribute that to TikTok. Is there something you could do to improve that, or is that just
simply very hard to do?
Rajil Wasif - Wurx Media (06:48.232)
There's a couple of ways to think about it. So the easiest way for any brand to think about halo
or to track halo, the only thing they need to do is track their bottom line. As long as their bottom
line keeps on increasing month on month, if they're investing on TikTok, they can be sure that
there is a halo effect. Now, if the overall growth of your business is important to you—which
obviously for a lot of brands is important—and you want to also look at it from a platform
perspective, meaning you want to quantify the growth, there are certain things that you need to
track.
For you to track those metrics, first you need to identify what platforms you're selling on,
because the halo is only as good as the number of platforms you're selling on. Meaning, if
TikTok Shop is the only platform you sell on, there would be no real halo for you because there's
no way for consumers to go and buy your product elsewhere. So for most brands, the channels
that they sell on apart from TikTok Shop is either their website or they sell on Amazon.
For the website, TikTok has made it pretty easy. They have their pixel; you can connect the pixel
to your website. TikTok tracks all consumers that go to your website after watching a video from
TikTok, and it gets shown into your Seller Center directly. So you can see what the off-platform
revenue was directly into your Seller Center.
On the Amazon side, however, it's a bit trickier because the consumer journey on Amazon is a
bit more complex, and there are a lot more variables to track for. So I'll tell you what the main
and most important variables are. When we're tracking halo for a brand on the Amazon side, the
number one thing we look at is the new-to-brand purchases on Amazon. What I mean by
new-to-brand is consumers who are buying from your brand for the very first time. And the
reason why this is the most important metric that we track is because most of the people that
see content about your brand on TikTok and then come onto Amazon and buy, they are going to
be newer customers for your brand. If they were an existing customer, they would have already
bought from you from Amazon, and you'll see a track of that in your sales history if you look at
the logs from your Amazon purchases. So anyone new who is coming to buy your product on
Amazon, that's a new-to-brand customer, and most likely it's from TikTok.
The way to measure that is that at all times you have new-to-brand customers on Amazon.
Even before you started investing on TikTok, you still had new-to-brand customers on Amazon.
So what you need to do is develop a baseline. You need to know how many average monthly
new-to-brand customers you're getting on Amazon before you started investing on TikTok, and
then after you started investing on TikTok, what was the percentage increase in that? Whatever
the percentage increase is, that's your halo. So that's the most important metric we look at. On
top of that, we're also looking at the branded search volume for whatever search terms your
brand has, and we're looking at the increase in people searching up your brand more on
Amazon. So that's another thing we look at. Another thing you can look at is your search rank
for whatever your top keywords are. And if you see an increase in your search volume for those
keywords and an increase in ranking for those keywords, that means that you're growing on
Amazon because of the views and impressions you're getting on TikTok. So we try to correlate
all that growth with the impressions, sales, and video views that we get on TikTok. So that's the
correlation that we try to develop.
Lucas Bassa (10:38.8)
Nice. So summarizing: for your website, you can use the TikTok pixel to attribute the effect of
TikTok. For Amazon, indeed, you have new-to-brand reports in your advertising console. Those
track the last 12 months, so if someone didn't buy in those last 12 months, they're a
new-to-brand buyer. And you correlate that to your investments on TikTok to sort of quantify the
halo effect. And that's a nice segue because we're talking about investing in TikTok. How do you
invest in TikTok, and how is it different from other more traditional marketplaces?
Rajil Wasif - Wurx Media (11:13.324)
Right. So when I think about investing on TikTok, there's two or three main things that I'm
thinking about. On TikTok, there are certain growth levers that you need to understand before
you start working on the platform. The biggest growth lever on TikTok is creators. So when I talk
about investing in creators, the things that cover it are both me sending out samples to
creators—so whatever the cost of samples are, that's an investment that I'm putting towards
that—and the investment in terms of time and effort that I have to put into building my
relationships with those creators. That's the second form of investment that I'm doing.
Apart from creators, now you have the paid media side that you're investing on, meaning you're
spending on ads, getting Spark Codes, and running ads on the content that's being posted by
the creators. So that's another way to invest in the platform.
Lives are also another great way. A lot of the brands in the US now are moving towards
customized live sets, which are again really costly. You have to build a whole set to go live.
There's a lot of brands in the UK too who do that, but it requires a serious amount of investment.
And if that's the route you're taking, that's also a form of investment that you'd have to do.
The way I look at it is that your growth levers are there; the thing that you need to decide on is
at what stage you are, and at whatever stage you are, what's the most important growth lever
for that specific stage? For instance, when you're starting out, the growth lever that you need to
focus on the most is the creators. You need to onboard high-quality creators, even if that means
paying them a certain amount to post, and even if that means sending out a lot of samples. So
that's the first growth lever that I'm looking at when I'm starting off.
Now, when a lot of content is posted, the second growth lever that I'm looking at is the ad
spend. So now I'm focused more on getting the most out of the content that was posted. Now,
when I'm generating $20,000, $30,000, $40,000 a month, now I want to segue into investing
more into lives because I have top-of-funnel awareness built. Now I need to move on to
investing into bottom-of-funnel channels. So at that point, lives would be the main part where I
invest in.
Lucas Bassa (13:30.363)
Lives are more bottom-of-funnel, so it's really to push conversions. Because it's someone really
showing a product, showing how it works, etc.
Rajil Wasif - Wurx Media (13:40.653)
Yeah, think of it this way. If you've seen a lot of content about a product, but you haven't made
the decision, let's say you see another video on TikTok, you click on it, you go to the brand's
page, and you find that they're live right now. You click on the live, you start watching the live,
and you see that there's a really cool discount going on and a deal that you aren't normally able
to get on TikTok. I mean, that's the only thing that you need to push yourself over the edge and
just buy the product. So lives are for sure the best bottom-of-funnel play on TikTok.
Lucas Bassa (14:15.105)
And so the part about ads, that's clear. I think that's similar to many other platforms, but here
you have an extra dimension because you don't just have your product listings on TikTok so
they're purchasable, but you also have a creator aspect and you have to manage the creator
relationship. Can you elaborate a bit on that? Because you mentioned in the early days in the
US creators were relatively cheap. Here in Europe, I have no idea what a creator costs. I do
know you have influencers, like the Kardashians at the very top of the funnel, but you also have
micro-influencers, which could be just people like you and me who have a very small following
in a specific niche. Is there sort of like a good place to start for brands listening that want to get
going with TikTok Shop?
Rajil Wasif - Wurx Media (15:12.022)
Right. So a good way to start is to first figure out what market you're in. Meaning, are you in a
position where if you reach out to the best creators on TikTok, will they want to work with you? In
the US, if you're a newer brand, chances are when you launch on the platform, the best of the
best creators wouldn't want to work with you. And the reason for that is because the bigger
brands are paying them, and they already have success working with bigger brands. Why would
they take their chance and spend their time and effort working with a smaller brand? So, in the
US market, for example, if you're a newer brand on TikTok, you can't work with a high-quality
creator unless you pay them.
Now, in the UK, it's a bit different. You can work with high-quality creators if you are a newer
brand, but your offer needs to be really good. For example, whatever commission rate they're
getting from their existing brands that they're working with, if you're offering a higher commission
rate, if your offer in terms of the price that you're selling your product at is better than the
competitors, or if the features or value props that your product has are better than the
competitors, you might be able to convince them.
On all of the other European markets—UK is the more established one, and Germany, I would
say, would come second in line—in all of the other markets, you can work with high-quality
creators, but again, the only thing that needs to be true is that your offer towards them needs to
match their expectation. There will be creators, even in markets that haven't grown that much
yet, who would want upfront payment to work with you. But there will also be creators who
would be happy to work with you just because they like the brand. So it's on you to find those
creators.
Now, when you go ahead and try to segment those creators, you'll come across creators who
are the cream of the creators. They know how to create content. Any brand they work with,
they're able to create high-converting content. Those are the creators that you want to onboard
no matter what, even if that means paying them. The reason for that is because when you're a
newer brand, the content that is being posted, you want that content to be the best so that it can
get your flywheel started. You want to see those first few sales start to come in. If you start
working with lower-quality creators right from the get-go, it's gonna take a lot of time until one of
their videos goes viral and starts that flywheel. So it's much cheaper and much faster for you to
invest in the creators, even if it means paying them.
And you asked about what the rates are. Honestly, it's not that high. If you've done traditional
influencer marketing, you know that a standard creator charges anywhere between $100 to
$200 for one post. On TikTok, the average is around $50 to $70 per video in the US. In the UK,
it's much cheaper. In all of the other regions, if you're targeting the top creators, it would be
much lower than that. So keeping in mind what the normal influencer rates are, the rates for
TikTok creators are still cheaper. So that's how I would think about it.
Lucas Bassa (18:29.434)
Okay, and the core of your point here is to start with a proper influencer who has an established
reach so you can get that flywheel going. Because if you have a brand that's recognized and is
recognizable, more influencers will be comfortable pushing your products on TikTok Shop. And
how do you manage those creator relationships? Do you do that via TikTok? Do you do that via
your own network, or via, for example, Facebook groups? How do you go about doing that?
Rajil Wasif - Wurx Media (19:08.502)
Right. So the first thing to understand is that all of the tools that you have available on TikTok, all
of those tools are there to help you find creators. They're not there to help you manage them,
retain them, or develop relationships with them. So all of the tools on TikTok will help you find
creators, but once you onboard them, it is now your job to funnel them into a community.
Now, that community can be on any platform. In the US, WhatsApp and Discord are the main
channels that are being used. In the UK, Discord is again the main channel that is being used.
But in your region, whatever you feel like is the channel where you're able to onboard a lot of
people, talk to them, host calls with those people on there, and just keep a regular chain of
communication—choose whatever channel you prefer.
Now, once you've onboarded those creators into the community, now it's a game of how do you
get them to feel something about your brand. Because a community is only as good as the
people in it—how engaged they are, whether they're motivated to stick to the brand or not. So
you have to design the community in a way where you're both motivating the creators, giving
them incentives, and making sure that you're setting them up for success.
The way we do it with brands is that once a community is built, when we start onboarding
creators, we have community managers in the community whose initial goal is to just go on a
call with the creator. Don't even talk about business. Just get to know them. Talk to them. See if,
for example, they received the product, talk about the product—did they like it or not? How are
they finding it? Have they thought about any ideas on what videos they want to produce? and
just give them ideas. Give them free value, help them out, make their job easier so that you're
able to understand what kind of a situation they're in and what the brand needs to do from their
side to make this relationship the best that they possibly can.
Lucas Bassa (21:14.226)
And why is it so important to build a relationship? Because the way you're describing it, right, is
via TikTok you could just buy a video one-off, then if you want to do a new video, go there again
and buy another influencer's time basically. Why is it so important to build relationships and
sustainable relationships?
Rajil Wasif - Wurx Media (21:33.645)
Right. So when I was talking about growth levers, when you get started on TikTok, you'll get to a
certain point—it could be different for every brand depending on what their inputs are. But let's
say you get to $30,000, $40,000, or $50,000 a month. After that point, if you want to grow, your
growth will depend on what your creator retention is. If every month you're having to find new
creators, train them, and get them to create content for you, then you're just maintaining
whatever baseline you've established. You're not growing. The only way you grow is if your
previous creators stay with you and then you're adding new creators on top of them. And that's
the thing that the community provides. It gives you that creator retention that you need to grow.
Lucas Bassa (22:19.673)
Okay. Yeah, so it basically allows your community of influencers to influence essentially other
influencers indirectly, and therefore you expand your reach on TikTok and get that flywheel
going faster. Okay. So, and that's very different from other marketplaces. So Europe just
launched in, at least well, at the beginning of the year in big locales, and now they added the
Netherlands, for example. What would be your main tip for people listening that want to get
going but they're still unsure how to properly leverage the channel? What's the essential thing
they have to do to get going well?
Rajil Wasif - Wurx Media (23:11.01)
Okay, so let's see. The first thing I would say is anyone who wants to get started on TikTok
Shop, they need to first understand the levers of growth and then the pillars of success on
TikTok Shop. So we've talked about some of them, but I'll tell you about them again. The levers
of growth on TikTok Shop are: one, your shoppable videos, meaning the content that is posted
by the creators on TikTok; you have the lives that you do, both on the brand side and the lives
that the creators are doing; and you have ads, the paid media that you run on top of these. So
these are your main growth levers.
Now, the pillars for success: one is the overall shop health. You need to make sure that you're
following TikTok's guidelines because at any point if your shop health declines, your overall
visibility declines as well. And it's really hard to get back up once the shop health declines. So
you need to keep a close eye on that.
Lucas Bassa (24:07.053)
Yeah, similar to other marketplaces, they're very strict then. Are they also strict in things like
cancellations and that you're shipping on time, all that sort of stuff? Okay.
Rajil Wasif - Wurx Media (24:18.912)
Yeah, TikTok is very strict. All of that. They have certain benchmarks that you need to hit, and if
you don't hit them, they give you a warning, then they start to penalize you, then it's a
suspension, then it's a complete ban. So you need to make sure that doesn't happen for you. So
shop health is really important.
Another pillar for success is, as I mentioned, the creator retention. You won't be able to grow
unless you retain your creators.
Another thing I would like to add here would be the halo effect. TikTok is primarily a top-of-funnel
channel. If you're only looking at it from a profit perspective, and let's say you're not making a
profit on it, you're breaking even, you'll end up closing the channel. But in reality, it was adding
to your bottom line. So you need to understand how you need to think about TikTok Shop. If
you're not thinking about it right, no amount of effort will get you to success because your
definition of success won't be right. So get that right also.
And creative strategy is another pillar for success in my books because the landscape keeps on
changing. What's working right now in terms of content won't be working three months or four
months from now. So if you're not creatively testing out different things in terms of content, you
will get left behind eventually. So first I would build this mindset.
Once the mindset is built, then I would move on to launching on TikTok, where the first step
would be registering on TikTok Shop, listing your products, and getting your brand live. Once
I've done that, now I would be looking to figure out what my strategy is going to be. The easiest
way to figure out the strategy is to look at the top brands in your category in any market. So you
can look at the US, you can look at the UK—whatever region you're in, look at the top brands in
your market and see what kind of numbers they're putting out. How many videos they're
creating, how many creators are they working with, what type of content are they posting, which
angles are they pushing out, and which formats are they pushing out. You can use
FastData—sorry, FastData is the old name, KaloData—KaloData is the main analytics tool that
we use to do all of this research. So if you go onto KaloData, you can even see how much the
brands are spending on ads for every specific video. So you can also get those numbers.
Lucas Bassa (26:44.365)
What's the tool name? Sorry, what's the tool name? KaloData, okay. We can put it in the show
notes. Yeah, but continue, yeah.
Rajil Wasif - Wurx Media (26:52.984)
Sure. So once you have those numbers, once you've done the research, now you know what
you need to do to get to that point. Because success on TikTok is plainly as simple as that. If
you're able to match the output of whatever your top competitor is doing, keeping in mind that
the quality of content remains the same, you'll be able to get to the same level. If they're doing
$50,000 a month posting 300 videos a month, if you're able to post 300 videos a month of the
same quality and you're able to spend the same on ads, you'll be able to get to $50,000 a month
as well. So that's the thing that you need to focus on.
Lucas Bassa (27:27.819)
And maybe one small question on my end. Would it help for brands to have someone who's
actually TikTok savvy, who uses the platform, to think about the strategy for TikTok Shop as
well? Because I can imagine the average e-commerce manager is not on TikTok themselves,
and you're saying what works changes a lot of the time. Do you need someone to actually be on
top of that?
Rajil Wasif - Wurx Media (27:55.545)
Certainly, certainly. You need someone—at least one person. I would advise you, I would
suggest you need a team for that if you're building an in-house team. Obviously, the first person
that you hire is going to be the head of your TikTok. They're not gonna be managing every
piece, but they're going to be the one who's overseeing the strategy. So that person is key; it's
the most important person.
What a lot of brands do initially when they're starting on TikTok is they start to work with an
agency and then simultaneously assign one key person from their brand to be the point of
contact with the agency. What that person is doing is essentially understanding everything that
the agency is doing. They're understanding their logic behind the decisions that they're taking so
that eventually, when the brand needs to build their in-house team, that person is the one who's
now going to lead that team.
Lucas Bassa (28:40.44)
They can take over. Makes sense. And then having someone like a Gen Z-er who lives and
breathes TikTok to help with the strategy, that would be a nice bonus.
Rajil Wasif - Wurx Media (28:51.798)
Yeah, for sure. Most of our points of contact with the brands we work with are Gen Z-ers.
Lucas Bassa (28:56.426)
Yeah, cool. Okay, hey, so there are a lot of very tangible tips already. We have this "Golden
Rules" segment in the show. You might have spoiled a few of the surprises, but what would be
your three golden nuggets—the takeaways for the people listening that they can start working
with?
Rajil Wasif - Wurx Media (29:17.58)
Right. Okay. So I thought a lot about it, what my golden nuggets are gonna be, because I
wanted to only talk about the most important things. The three most important things that I
would like anyone who's listening to this to know:
The first thing is, if you're thinking about launching on TikTok and if you want to succeed, the
thing that you need to track is what effect TikTok is having on your overall business. The thing
that you need to track is how are the efforts that you're putting on TikTok Shop benefiting your
overall business? So that's my first nugget: being in the right mindset for TikTok when you
decide to launch on it.
The second golden nugget that I have is something that I haven't talked about yet, which is if
you look at all of the top brands, one pattern you'll notice is that 99% of the revenue comes from
1% of the videos, which is crazy to think about. We've done this study across all of the brands
we work with—the biggest brands on TikTok—we've done the study for them. It's always 10 or
20 videos bringing in millions of dollars for a brand doing $10 million. If you're starting out
thinking, “I've posted 10 videos, 20 videos, and I haven't got a single sale,” just keep that in
mind. Even if you get to a thousand videos posted and there's only one video that has
generated a hundred thousand or a million dollars, that one video will offset the cost of creating
those thousand videos. So just know that.
The third thing that I wanted to include in this golden nugget section is that, on top of the halo,
the other thing that you need to keep track of is your creator retention because your growth on
TikTok is directly tied to whether your creators are happy or not. If they're happy, they're gonna
retain. If they're not, they're gonna dip. And if you have to find new creators every single month,
you won't be able to grow on the platform. So I feel like these are the three most important
things.
Lucas Bassa (31:27.896)
Nice. So summarizing: being in the right mindset for TikTok Shop—it's a different channel in a lot
of ways. Second one is, you know, don't underestimate the effect of a viral video. It can take
quite some time; you're at the mercy of the algorithm essentially, but once you hit that, it can
make a lot of costs go unnoticed just by the power of viral videos. And the third one, build a
community to retain your influencers so you don't have to rebuild these connections. Amazing. I
mean, lots of tangible advice already. I'm quite excited to see more European brands jump on
TikTok Shop; it's become a lot more prominent on LinkedIn as well.
Rajil Wasif - Wurx Media (32:09.08)
Yeah.
Lucas Bassa (32:21.384)
Yeah, I want to wrap up with a few quick questions—a sort of rapid-fire round. Just a few
questions as we're nearing the end here. If you have to choose one, right: live shopping streams
or short-form shoppable videos?
Rajil Wasif - Wurx Media (32:40.534)
At what point? If I'm starting out, shoppable videos.
Lucas Bassa (32:43.032)
When you're starting out, clear. One tool that you need to have in your stack when you're doing
TikTok Shop?
Rajil Wasif - Wurx Media (32:51.416)
KaloData.
Lucas Bassa (32:53.802)
And what is the single best part for you running a TikTok Shop agency?
Rajil Wasif - Wurx Media (32:59.995)
Getting all of the free products from the brands that you work with.
Lucas Bassa (33:02.968)
I was about to ask! I've always been dreaming of being a Vine reviewer for Amazon, but I review
too little. Okay, nice. Yeah, Rajil, thanks for your time. It's amazing to hear that this is sort of like
quite a new channel, but in many ways it isn't because it's been around for three-plus years.
There's just a completely new dimension to this marketplace that I think makes it very
interesting for European brands that know Bol and Amazon and Otto to adopt. Yeah, I'll put the
link to the tool in the show notes. Again, thank you for your time.
Rajil Wasif - Wurx Media (33:40.28)
Thank you for having me.
Lucas Bassa (33:41.824)
And just a final question, what would be an interesting topic for you if we ever do a future
episode with a guest or a topic? What would you like to hear about?
Rajil Wasif - Wurx Media (33:53.41)
What would I like to hear about? I would be really interested to hear about more channels. For
example, TikTok Shop is one channel, but I'm sure there are other channels. Whatnot is another
channel that's really popular in the US, but I'm sure there are other channels. So any other
channel that's popping off in the social commerce space is something that I would love to know
about.
Lucas Bassa (34:22.04)
Cool. Okay, thank you for your time, and yeah, we'll keep in touch.
Rajil Wasif - Wurx Media (34:26.585)
Thanks, Lucas.
Kamelia Pusheva
Author
Kamelia Pusheva is a Demand Generation Manager at Channable, passionate about building marketing that balances strategy, creativity, and impact. She focuses on demand generation initiatives that educate and engage B2B SaaS audiences, collaborating closely with brand, product marketing, and sales to turn ideas into campaigns that drive measurable growth.
Related articles
Stay ahead of the curve
As we keep on improving Channable, we would like to share the latest developments with you.
Why Channable
Platform
About us
- Jobs
- Status
- Terms and conditions
- Privacy policy
- Data security
- Subprocessors
- Bug bounty
- Cookie policy
- Job Applicant Privacy Policy
Change or withdraw your cookie consent