Matt Strafford

Building brands through TikTok Shop…

[Matt Strafford @fluxtts]

@lemonsqueeezy AI outreach software for sure. Cruva is the one we use and would highly recommend

[Matt Strafford @fluxtts]

Today is a good day…

Just found out my TikTok Shop store is in the top 100 UK brands by GMV over the last 7 days.

Some huge brands in that list too (Shark, Medicube, PLT…)

(PS- The photo has nothing to do with TTS. I’m buying a house, so looking at bathrooms is the new norm)

[Matt Strafford @fluxtts]

@TheoClarkePPC 🤝

[Matt Strafford @fluxtts]

@nkecom Ur too nice

[Matt Strafford @fluxtts]

@nkecom Scouting for FPL on the plane I see. This man never stops

[Matt Strafford @fluxtts]

@nkecom CANNOT WAIT!

[Nabeal Khan @nkecom]

Man, I actually can’t believe I hit my first $50k day in ecom 6 years ago. I’ve been doing this shit for so long it’s crazy to look back on. I’ve barely had time to reflect. Ecom has been my whole life since I was 16 & trust me, this shit never slows down. I’ve never had a 9-5, I’ve never had any form of job in fact. My whole life has always been ecom.

I’ve seen a lot of people come & go in this industry. I’ve had a couple friends that started dropshipping around the same time as me that have gone on to build $50 million companies in various different industries. Whether it’s saas, tech, crypto, or anything in between. There’s been times (a few years ago) where I wondered if I should also deploy my ecom skills into different industries (like they did) but I’m honestly so glad I never did. Even though it can be difficult to see at times, there’s monumental upside in choosing the right vertical & dedicating your life to it.

One small regret I do have though is that I haven’t really documented my journey enough. I’m looking back at this $50k screenshot in my camera album from 6 years ago thinking ‘damn, what a time’. But tbh, if I started documenting my life 5 years ago, I probably would have got very distracted.

Regardless, now seems like the right time for me to start…

Our ecom brands (& my other companies which I’ve rarely spoken about) are in a stronger position than ever - the path to $100m has never been clearer.

I’ve already invested north of $100k in YT content in the past few weeks & I haven’t even posted a single vid yet…

We’ve got a LOT of cool shit planned: life in dubai, traveling the world, behind the scenes building global brands, behind the scenes investing in other businesses - we’re going to be covering it ALL.

Stay tuned, because take over season is about to fkin commence….

[Nabeal Khan @nkecom]

gm

daily reminder:

ecom is dead

ai killed it

:(

[Matt Strafford @fluxtts]

@nkecom You giving too much sauce away…

[Matt Strafford @fluxtts]

@HarelDan TikTok Shop has always favoured low - mid ticket AOV. It’s just the nature of impulse buying + in-app checkout. People aren’t coming in with intent, they’re being sold to mid-scroll.

Same will apply to Instagram.

[Matt Strafford @fluxtts]

My initial thoughts on Instagram Shop:

I do think everyone is getting a little carried away at this stage. The vision and the goal is clear to see: affiliates post there content and people buy in app on Instagram. Exactly the same way TikTok Shop works right now.

However I think people are forgetting that Instagram has had a ‘shop’ for two plus years now. It had no real traction at all and now they’ve spent two years building this revolutionary thing and as soon as they do, everyone is just confused. No direct information or guidance on how to actually use it.

I for one though want it to work. Why wouldn’t you? It’ll be another income stream for your business. Plus, we’re early. Very early. I just think right now nobody knows exactly what is going on. Nobody knows when people will get access. All seems a bit off right now.

BUT… I would love nothing more than to quote tweet this in a years time after just hitting a 6 figure month with Instagram Shop.

Let’s see what happens…

[Matt Strafford @fluxtts]

If you’re on TikTok Shop, you need to get on this…

TikTok shop just launched their built in CRM tool giving sellers ability to run one time plans and automated plans.

Essentially emails inside of TikTok messaging:

- Remind price drops
- Post-purchase
- Incomplete checkout
- Abandoned baskets
- One time messaging to lapsed customers/ repeat customers

Only been playing around with it this morning but some pretty cool features on there.

Time to run this up…

[Matt Strafford @fluxtts]

@nkecom Basically said ‘do X, do Y, work a bit, you’ll have generational wealth in 1-2 years’

[Matt Strafford @fluxtts]

TikTok HQ in London today for the GMV Max Scaling workshop.

Further solidified the reason why I pivoted to TikTok Shop.

The plans and the current state of play for the platform are truly amazing and if you aren’t even thinking about the platform rn then you WILL get left behind…

[Matt Strafford @fluxtts]

Meta is just headache after headache rn. Fuck meta!!

Here is how I generated 32 million views and over 6 figures in revenue within 30 days on TikTok shop (6 weeks after launching)…

It all comes down to affiliates.

Affiliates are everything on TikTok Shop because content volume wins.

It’s a numbers game (to a degree).

Every piece of content created with your product tagged is another chance at virality. Think of it like this: if lottery tickets were free, you’d buy as many as possible.

That’s exactly how affiliates work.

You have to mass-send samples. Get as many creators on board as you can.

Optional (but highly recommended): send an affiliate starter pack - content ideas, angles, hooks, offers, what’s already working.

In addition to this, create an exclusive discord community where you run monthly gmv challenges etc.

Make sure you are encouraging multiple videos from the same creator. If a video does well, save it and send it to other affiliates to replicate the angle (discord makes this 100x easier). Then double down.

After a month or so, gather your top 10 affiliates together and put them all on retainers.

That’s how the flywheel starts. Momentum builds, results show, and suddenly everyone wants to be involved.

This is how our brand produced 1400+ pieces of tagged content in that single month.

That doesn’t happen with just the brand posting.

Add to the equation gmv max ads and you’ll be hitting 6 figure months in no time...

[Matt Strafford @fluxtts]

Time taken to hit £10k on each platform I run on:

Shopify: 14 months
Etsy: not hit yet (£8k record)
Amazon: not hit yet (£7.5k record)

TikTok shop: 6 weeks…

TTS is being slept on MASSIVELY right now and this window of opportunity we are experiencing is going to be a big fumble for those who don’t act on it.

[Matt Strafford @fluxtts]

Most people still feel this way about TikTok Shop.

Everyone's on TikTok scrolling... but buying on there is a different question.

For a lot of people:

TikTok is the discovery channel.

Amazon is the tried and tested trusted channel.

So what happens in reality is the halo effect:

Someone sees your product 3-10 times on TikTok (you + creators + gmv max ads)

They don’t buy on TikTok (yet).

They open Amazon and search your brand/product.

They buy there because it feels safer/faster/ familiar.

That’s the ‘spillover’ most brands ignore.

If you’re running TikTok hard but you don’t have:

- A clean Amazon listing
- Solid reviews
- Brand registry + protection (so copycats don’t steal the demand)

… you’re literally paying to warm buyers for someone else.

TikTok prints the attention.
Amazon catches the demand.
The winners build both.

[TK ᥫ᭡ @TakilahTaylor]

Have yall ever bought something off TikTok shop? I really think ts is a scam.

[Matt Strafford @fluxtts]

Shit like this is crazy but gives even more reason to diversify your brand into different channels.

The majority of brands I run/am involved with are on at least THREE channels.

One runs into problems… yes it’s a hit but not as big of a hit than it would be if that was my ONLY income for the brand.

I’ll preach it til the grave. TikTok shop is KEY for brands in 2026.

Learn it or get left behind. Simple.

(Do hope you get this sorted though)

[Charlie Cannon @CharlieCannon9]

‼️INSANE

$500,000 of Subscriptions DELETED

@harleyf

0.07% chargeback rate. I've processed over $30m on Shopify over 6 years then this? Wtf! @ShopifySupport @harleyf please help!!

[Matt Strafford @fluxtts]

TikTok Shop is an attention grabbing machine.

I have seen a lot of brands not even optimising TikTok shop for profit. They run it at breakeven because they know what happens next.

TikTok grabs the attention of the doomscrollers.

That attention leaks into Amazon, DTC, retail, and brand demand everywhere else.

For them TikTok isn’t the end destination. It’s the top of the funnel for the entire business.

I love this approach. Personally, I don’t run my brands like this but I can completely see why a lot of brands do.