TikTok Shop looked like the next obvious move - until it wasn't.

In this episode, Gabrielle Noakes, E-commerce manager at Dixxon Flannel, joins me to get into what actually happens when a brand tries to rebuild its entire e-commerce strategy for TikTok. We break down why their limited edition drop model completely flopped, what they learned about how TikTok Shop users actually shop, and what it takes to build trust on a platform overrun with scam accounts and fraud ads.

We also get into something most brands don't talk about: the behind-the-scenes support TikTok quietly offers bigger brands that smaller ones never see, and what that actually means for the platform.

Highlights:
(00:00) Meet Gabrielle Noakes
(02:10) Why TikTok Shop didn’t work for their core strategy
(04:05) Limited drops vs. impulse buying - how people shop online
(06:20) What actually sells on TikTok Shop
(08:30) The strategy that failed on TikTok
(11:15) The audience mismatch problem
(14:40) Trust is a massive challenge on TikTok Shop
(22:10) The bigger shift: You can’t copy-paste strategy

Resources:

Subscribe to the Stop the Scroll Newsletter: https://briannadoe.substack.com/

Connect on LinkedIn: https://www.linkedin.com/in/brianna-doe/ 

Gabrielle’s LinkedIn: https://www.linkedin.com/in/gabrielle-noakes/ 

Check out Dixxon Flannel.: https://www.dixxon.com/