Big brands need to let go. TikTok Shop doesn’t play by the traditional brand rul
By Carinamcleod · October 2, 2026 · Curated by George's Blog
Big brands need to let go.
TikTok Shop doesn’t play by the traditional brand rules. You can’t control every creator, every message or every piece of content, and trying to do so can actually hold you back.
The brands making it work are embracing more authentic content, looking beyond TikTok Shop when measuring sales and, importantly, giving the channel enough time to build momentum.
It can feel chaotic, but that’s also where the opportunity is.
In my latest newsletter, I share why big, established brands are struggling with TikTok Shop and what they need to do differently 👇
#establishedbrands #bigbrands #tiktokshop