TikTok Shop Is Not a Fad with Colby Jones

TikTok Shop Is Not a Fad: Now What? Building a Real Strategy for Social Commerce

Building a Real Strategy for Social Commerce

Social commerce stopped being an experiment somewhere around the point TikTok Shop started moving real volume for real brands. The question is no longer whether it matters. It is what a serious strategy looks like when the platform, the creators, and the economics all behave differently from every channel you already run.

Colby Jones spent ten years at LTK — most recently as Senior Director of Marketing Strategy and Product Management — building the infrastructure behind creator commerce. She now advises brands as a fractional CMO on where social commerce actually converts and where it quietly burns budget.

This session covers what makes TikTok Shop structurally different from retail media or paid social, how to tell a channel that is working from one that is merely busy, and what to stop doing. Talk followed by open Q&A.

• A decade inside creator commerce. Not a platform evangelist and not a consultant reading reports — Colby helped build the category at LTK.
• Where it converts, and where it burns money. The practical half. Most social commerce content is bullish; this is a working read on which motions pay.
• Structurally different, not just another channel. Why the playbooks from retail media and paid social do not transfer, which is the mistake most brands are making now.
• A different room. This session pulls marketing and DTC leaders who are underrepresented at REA — useful if your growth problems are demand-side.

Colby Jones, Fractional CMO, Colby Jones Consulting
Former Senior Director of Marketing Strategy and Product Management at LTK

• Register to receive parking information prior to the event
• Additional membership and sponsorship information available on site.
• Questions: [email protected]

Event venue & nearby stays

James M. Collins Executive Education Center, 3150 Binkley Avenue, Dallas, United States

Concerts, fests, parties, meetups — all the happenings, one place.

Get the app →

Discover more events by tag