Despite the sales opportunity, many Glossy Leaders Dinner attendees expressed the challenges involved with operating and staffing the team needed to gain traction on TikTok Shop. Many said it requires a multi-faceted team that can simultaneously handle affiliate, marketing, sales, influencer and social duties. "Everyone kind of owns it. … It touches every department," one attendee said.
Tatiana Pile is a Managing Editor at GlossyCo. She specializes in storytelling within the realms of beauty and fashion, apparel, and consumer travel, often exploring topics related to shopping and style. Tatiana's insights and expertise have been featured in Modern Retail, Glossy, and Digiday.