Melissa Moore

In today's digital landscape, traditional ecommerce funnels are evolving. TikTok Shop introduces a new paradigm: discovery ecommerce, where content, community, and commerce converge seamlessly. We will delve into how TikTok Shop enables brands to transform community engagement into tangible sales by leveraging the platform's unique features.​

Nora Zukauskaite, Director of Integrated Marketing at TikTok Shop, will share insights into how brands are harnessing shoppable videos, live streams, and personalized content to drive growth. Attendees will gain an understanding of how to navigate this innovative commerce model to reach and convert new audiences effectively.​

• Leverage TikTok Shop's discovery ecommerce model to integrate content and commerce seamlessly
• Utilize shoppable videos and live streams to foster real-time engagement and build trust with consumers
• Implement personalized content strategies to create a tailored shopping experience for users
• Analyze successful case studies of brands that have effectively converted community engagement into sales.
• Develop actionable strategies to adapt your retail or DTC brand to the evolving ecommerce landscape

Today’s ecommerce journeys rarely follow a straight line. With shoppers engaging across more sessions and touchpoints before making a purchase, it's never been more important to understand what intent really looks like. In this fireside chat, Victoria Knight, Site Trading Director, NET‑A‑PORTER & MR PORTER, shares how analysing signals from all user sessions—not just converters—can reveal powerful insights about customer interest, inform on-site strategy, and ultimately drive better trading decisions.