How to use TikTok Shop successfully in 2026
Posted: Wed 21st Jan 2026
TikTok Shop is fast becoming one of the most important growth channels for product brands, but success on the platform looks very different to traditional e-commerce or online marketplaces.
In this Lunch and Learn, Carina McLeod tells you what brands need to be thinking about to set themselves up for success on TikTok Shop in 2026.
From content creation and affiliates to ads and live shopping, you'll hear how the different parts of the TikTok Shop ecosystem work together to drive visibility and conversions.
Rather than focusing on quick wins or trends, this webinar covers best practices for building a sustainable TikTok Shop strategy that aligns with your brand, resources and goals for growth.
It is ideal for brands already selling on TikTok Shop, as well as those considering it as a new channel in the year ahead.
Topics covered in this session
Creating TikTok-first content that drives discovery and conversion
How to use affiliates and creators to scale reach and sales
The role of ads in supporting content, affiliates and live shopping
Where live streaming fits into a TikTok Shop growth strategy
Common mistakes brands make when launching or scaling on the platform
About the speaker
Carina is a leading e-commerce strategist with over 20 years of experience, including seven years at Amazon and the last decade growing brands through her agency, eCommerce Nurse.
Her team of ex-Amazonians and digital experts support brands across Amazon, TikTok Shop, social commerce and D2C websites.
With deep digital knowledge, Carina helps businesses cut through complexity and make smart, scalable decisions. She brings a practical, real-world perspective to where investments in e-commerce really pay off.
People also watched
Join Enterprise Nation
Enterprise Nation is the UK's most active small business network, helping thousands of people turn their good idea into a great business.
Join today to get everything you need to start and grow your small business, in one place.
Get business support right to your inbox
Subscribe to our newsletter to receive business tips, learn about new funding programmes, join upcoming events, take e-learning courses, and more.
Start your business journey today
Take the first step to successfully starting and growing your business.
Join for free