JT Sarafa didn't grow up dreaming about TikTok Shop. He grew up in his family's food business—watching his parents grind through product launches that didn't land, pivots that burned cash, and the brutal middle years where nothing seemed to stick. Pop Daddy Snacks had been around for years, but it wasn't until they launched a pretzel line on TikTok Shop that everything changed.

In this episode, JT reveals they've scaled past $15M on the platform—and he's not holding anything back. This is the unfiltered playbook: the affiliate systems, the content frameworks, the weekly metrics, and the expensive mistakes most brands are making right now.

THE MESSY MIDDLE (AND WHAT FINALLY CLICKED)
JT takes us back to the beginning: growing up in a family business that was always one pivot away from a breakthrough. He breaks down the exact moment things clicked with TikTok Shop, and why most brands miss it entirely.

BRAND CONTENT THAT ACTUALLY CONVERTS
Your brand page is probably bleeding money. JT walks through the content frameworks that drive actual Shop conversions versus the vanity posts that rack up views but don't move product. You'll learn hook structures, posting cadence, CTAs that work, and the creative decisions he'd never make again.

THE AFFILIATE ENGINE (WHERE THE REAL SCALE HAPPENS)
Most brands treat affiliates like influencers. That's the mistake. JT explains why building an affiliate engine is the only way to scale TikTok Shop sustainably—and exactly how to do it:

• Recruiting: Where to find creators and how to pitch them without scaring them off
• Briefs that get executed: The format and detail level that gives creators freedom while maintaining brand standards
• Retention: How to keep top performers loyal when competitors offer bigger commissions
• Scaling without chaos: Systems for onboarding 100+ affiliates without losing control

CONTENT SYSTEMS THAT COMPOUND
One viral video is luck. Consistent performance is a system. JT walks through Pop Daddy's entire content operation: ideation, iteration, and distribution across Shop listings, organic feed, and live streams. This isn't about posting more—it's about building a machine that produces performance content on repeat.

WHAT TO MEASURE (AND WHAT TO IGNORE)
JT shares the exact metrics he tracks every week, when to kill underperforming content, and the creative decisions that cost them six figures. You'll learn the 3-5 KPIs that actually predict revenue and how to make data-driven calls without dashboard paralysis.

WHO THIS EPISODE IS FOR
DTC founders, marketplace sellers, and social-commerce operators who need systems, not hacks. Performance marketers tired of chasing virality without results.

ABOUT THE HOST
Hosted by Sebastian Nelson, founder of Cruva.com—a platform built for DTC and social-commerce operators who need real playbooks, not surface-level content. Sebastian brings on founders and operators who've actually scaled brands and lived through the mistakes. No fluff. Just tactical, operator-to-operator conversations.

Subscribe now. Share this with a founder who's serious about TikTok Shop.

What happens when you're among the very first to crack a billion-dollar platform? You get Ethan Kramer and Adam Sommers—two TikTok Shop legends who made history.

When TikTok Shop launched in the US, most brands were sitting on the sidelines. Not Ethan and Adam. Together, they sold the 2nd product ever purchased on TikTok Shop US, and that was just the beginning of their extraordinary journey.

Adam Sommers, co-founder of Willow Boutique, didn't just test the waters—he dominated them. From those early beta-testing days, Adam and his team went on to shatter records, including an unforgettable $150,000 single livestream event that reached 2.8 million viewers and added over 4 million products to carts. Willow Boutique has become a case study in how to leverage TikTok Shop's unique ecosystem, growing from scrappy startup to social commerce powerhouse.

Ethan Kramer is the mastermind behind the strategy. As Partner and Social Commerce Practice Leader at Go Fish Digital (after his agency EK Creative was acquired), Ethan has driven over $50 million in annual social commerce revenue and helped hundreds of brands crack the TikTok Shop code. Named a top TikTok Shop Partner, he's orchestrated campaigns that generated over $1 million in GMV in under 28 days and revolutionized how brands approach live selling, affiliate marketing, and creator partnerships.

In this episode, you'll discover:

• What it was really like being in the TikTok Shop beta program and making history as the 2nd sale ever
• The exact strategy behind Adam's record-breaking $150K livestream (and how they built the campaign in just one week)
• How Ethan's agency scaled from zero to $4M ARR in three years through pure word-of-mouth and exceptional results
• The evolution of TikTok Shop from beta to billion-dollar platform—and what's coming next
• Why early adoption gave them unfair advantages that brands can still replicate today
• The biggest mistakes brands make on TikTok Shop (and how to avoid them)
• Live shopping strategies that convert millions of viewers into buyers
• How to build and manage creator affiliate networks at scale
• Cross-channel promotion tactics that amplify TikTok Shop performance
• The future of social commerce and why TikTok Shop is just the beginning

Whether you're a brand owner looking to break into TikTok Shop, an agency seeking to add social commerce services, or an entrepreneur exploring the next big opportunity, this conversation delivers the battle-tested insights you need from people who literally wrote the playbook.

Subscribe to The TikTok Shop Blueprint for more insider strategies from the pioneers and leaders shaping the future of social commerce.

Hosting this conversation is Sebastian Nelson, who saw the TikTok Shop opportunity before almost anyone else. When the platform launched in 2023, Sebastian immediately went all-in. Recognizing that managing creator affiliates at scale was the biggest bottleneck for TikTok Shop sellers, he co-founded Cruva (formerly UpTk), an AI-powered affiliate outreach and management platform that's now facilitated over $47 million in GMV and helped hundreds of brands automate their creator partnerships.

Learn more about Sebastian's work and tools for TikTok Shop sellers at cruva.com

Traditional “pay & pray” influencer deals are getting crushed by performance content. In this episode of The TikTok Shop Blueprint, we unpack the shift to creator-led growth—using product seeding, CPM-based deals, and affiliate engines to scale faster (and cheaper) than legacy media buys.

Our guest, Lukas Minkov (CEO, Payper & Media Labs), has worked with thousands of brands and helped drive $100M+ in TikTok Shop sales through his creator community. He breaks down the exact systems he uses to source, brief, and pay creators, then turn winning videos into repeatable GMV.

You’ll learn

• Seeding at Scale: how to pick the right creators, sample efficiently, and post velocity.

• CPM Playbook: when to pay flat CPM vs hybrid CPM + rev-share, typical ranges, and performance guardrails.

• Affiliate Engine: recruiting, setting commission ladders, and keeping creators posting weekly.

• Offer & Briefs: creative angles, hooks, and UGC briefs that consistently convert.

• Pitfalls to Avoid: bad seeding targets, overpaying CPMs, and “single-video” thinking.

  
  

Who this is for
Brands and operators ready to replace guesswork with a CPM + affiliate content system that compounds—on TikTok Shop and beyond.

About the guest:
Lukas Minkov runs Payper & Media Labs, a creator growth machine powering nine-figure sales for brands through performance UGC and affiliates.

About the host:

Sebastian Nelson is the Co-Founder & CEO of Cruva.com (prev. UpTk) which is the leading affiliate outreach and management solution for brands on TikTok Shop.