Social commerce only works when a brand treats TikTok Shop as infrastructure, not a campaign. Pete D learned that from the inside: years at TikTok, and now his own agency, Grant Digital, helping beauty brands win on TikTok Shop. Pete D joins Mike for a candid conversation about treating TikTok Shop as omni-channel infrastructure, how to tell whether the channel is even right for a brand, the real difference between affiliate creators and traditional influencers, and where creator sampling goes next. Pete came up the long way, from the beauty counter at Clinique and Estée Lauder to a seat inside TikTok during the UK TikTok Shop rollout, and that path is why he reads the channel as one piece of a bigger system. Discovery happens on the feed, but the purchase often closes in a store. 🔗 MENTIONED IN THIS EPISODE: Pete D on LinkedIn: linkedin.com/in/pete-dick Grant Digital: grantdigital.co.uk Kyra State of Beauty report: kyra.com/state-of-beauty Chapte...