“What happens on TikTok Shop doesn’t just stay on TikTok Shop.” That was a quote
By Melissaburdick · October 21, 2026 · Curated by George's Blog
“What happens on TikTok Shop doesn’t just stay on TikTok Shop.”
That was a quote from Ajay Salpekar, GM of Beauty, Food & Beverage at TikTok, in our third conversation for The New CMO Playbook with Don “eCommerce” Brett & I. After the brand view from Jay Hunter and the agency view from Aisha Khan, this is the platform view on what a collapsed funnel means for how CMOs plan.
A few things that stuck with me:
✅ Discovery now happens before intent. 83% of TikTok users say they've discovered a new product there, and 70% a new brand.
✅ E.L.F. BEAUTY launched haircare TikTok Shop first - build demand first, wider retail distribution second.
✅ Platform dashboards miss the halo. TikTok ads showing $0 ROAS in-platform can still lift Amazon page views and sales. Measure both.
✅ Short video and live do different jobs. 76% of TikTok Shop shoppers have purchased through live.
The full conversation is live now. If you’re building a 2027 plan, start here.