The brands winning on TikTok Shop aren’t the ones treating it like a campaign. They’re the ones treating it like infrastructure. Pete D. spent years inside TikTok. Now his agency, grantdigitalagency Grant Digital, helps beauty brands sell on TikTok Shop. His point: looking at the channel in isolation misses how it actually works. People discover a product on TikTok. A lot of them finish the purchase somewhere else, in a store. That isn’t the channel failing. That’s the channel working as one part of a bigger system. The brands that win zoom out and join the dots. “The brands that are really winning are the brands that are joining the dots.” DM for links to the episode Minutes with Mike is a PIMS-produced podcast, hosted by mikeryan628 Mike Ryan. #MinutesWithMike #SocialCommerce #TikTokShop #BeautyBusiness