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

Every abandoned cart tells a story — of hesitation, unmet expectations, or a broken journey. While cart abandonment is often treated purely as a revenue leak, it’s also a rich source of behavioral insight. We will explore how re-engagement strategies not only recover sales but can also inform broader brand loyalty and customer experience efforts.

• Identify key behavioral patterns behind cart abandonment and what they signal about customer intent.
• Leverage cart abandonment data to personalize re-engagement tactics that reflect brand values and customer preferences.
• Translate friction points in the checkout process into experience optimization opportunities.
• Connect recovery strategies with long-term loyalty initiatives, turning one-time buyers into repeat advocates.
• Design cross-functional workflows where CX, marketing, and data teams collaborate to act on abandonment insights.
• Evaluate the performance of abandonment campaigns not just by recovery rate, but by their impact on retention and satisfaction.

The customer journey doesn’t end at checkout. In a landscape where brand loyalty is increasingly earned after the sale, companies must rethink how they create meaningful, lasting relationships beyond the transaction.

This dynamic panel brings together leaders in retail, DTC, and customer experience to explore how brands can turn post-purchase moments into powerful opportunities to deepen trust, activate brand purpose, and build community. From unboxing to loyalty programs, from social storytelling to sustainability initiatives—discover what it really means to deliver value after the buy.

• Design intentional post-purchase experiences that align with your brand’s values and purpose.
• Activate loyalty and retention through personalized communication, rewards, and education.
• Leverage community and content to extend the brand journey beyond the product.
• Reconnect with customers through meaningful initiatives like sustainability, advocacy, or transparency
• Transform transactional buyers into long-term brand advocates with thoughtful follow-up.
• Measure the impact of post-purchase engagement on lifetime value and brand equity.