Podcast Summary: The CPG Guys – Episode on Brand & Creator Commerce with TikTok’s Ajay Salpekar

Introduction

In this engaging episode of The CPG Guys, hosts Peter V.S. Bond and Sree Rajagopalan delve deep into the evolving landscape of consumer packaged goods (CPG) and fast-moving consumer goods (FMCG) within the realm of eCommerce. This episode features a prominent guest, Ajay Salpekar, the Head of Beauty at TikTok Shop in the US. Released on July 2, 2025, the discussion centers on how TikTok Shop is revolutionizing brand and creator commerce, fostering discovery-driven shopping experiences, and leveling the playing field for emerging beauty brands.

Guest Background

Ajay Salpekar joins the conversation with over two decades of experience in digital commerce, having held significant positions at companies like Amazon, Unilever, and Microsoft. Before his current role at TikTok Shop, he was the Vice President of E-Commerce and Digital at Unilever, spearheading the company's eCommerce initiatives in the US. Ajay’s journey reflects a strong foundation in both technical and business aspects of eCommerce, underscored by his mantra, “learning maximization.”

Ajay Salpekar [06:10]: "Curiosity brought me to business roles at Amazon. It was actually curiosity about how brands and marketing worked and how what we sold in E-commerce was actually decided and then marketed launched."

Transition to TikTok Shop

When asked about his transition from Unilever and Amazon to TikTok, Ajay emphasizes his inherent curiosity and desire to explore new facets of eCommerce.

Ajay Salpekar [06:10]: "I like to maximize learning. That's my mantra for life, learning maximization... I was curious about how a three-sided eCommerce marketplace would work. I hadn't worked directly with creators before and that was really compelling to me."

Ajay illustrates that his move to TikTok was driven by the compelling opportunity to work within a platform that integrates entertainment with commerce, particularly through creator collaborations.

Discovery Commerce vs. Traditional eCommerce

A significant portion of the discussion contrasts TikTok Shop’s discovery-driven approach with traditional eCommerce models. Ajay explains how TikTok Shop simplifies and accelerates the shopping journey, making discovery more organic and less linear.

Ajay Salpekar [09:07]: "TikTok and TikTok Shop are Discover e-commerce... within the construct of this fantastic entertainment app, we’ve introduced TikTok Shop as discovery commerce."

He elaborates that while traditional eCommerce requires users to know what they want, search for it, and make deliberate purchases—a process that can take days—TikTok Shop leverages engaging content and creator partnerships to inspire spontaneous purchases within seconds.

Ajay Salpekar [09:50]: "Discovery and newness don't pop as much with traditional e-commerce. But TikTok Shop is designed to deliver discovery in a really compelling way."

An illustrative personal anecdote from Ajay underscores this point:

Ajay Salpekar [10:00]: "I came across this handheld vacuum... I wasn’t even in the market for it, but the compelling content made me want to buy it immediately."

Strategies for Brands on TikTok Shop

Ajay outlines several key strategies that brands can adopt to harness the full potential of TikTok Shop:

1. Partnering with Creators at Scale: Brands collaborate with a wide array of creators to generate diverse and authentic content. This approach ensures that products are showcased in various creative contexts, enhancing discoverability.

   Ajay Salpekar [17:11]: "Brands are starting to figure out that TikTok Shop is an extension of their direct-to-consumer business and leverage that to jump onto trends."

2. Seeding Products with Creators: By providing product samples to creators, brands can generate buzz and authentic reviews, which in turn drive conversations and interest.

   Ajay Salpekar [17:22]: "When brands partner with creators at scale, you get tons of content from which quality content emerges."

3. Leveraging Content Beyond TikTok Shop: Successful content on TikTok often extends its influence to offline channels, creating what Ajay terms an "offline halo."

   Ajay Salpekar [18:31]: "2 in 5 users who discovered a product on TikTok later went to a physical location that sells that product."

TikTok's Impact on Large vs. Small Brands

A crucial discussion revolves around how TikTok Shop democratizes access to market visibility, especially benefiting smaller and emerging brands. Ajay highlights that unlike traditional retail, where shelf space is a significant barrier, TikTok Shop allows creativity to drive scale.

Ajay Salpekar [25:57]: "If you're a small brand, hungry, nimble, agile, that works in your favor. They tap into TikTok Shop because for them it is sales, it is marketing, it is awareness, it is reason to be with their DTC site."

This contrasts sharply with large brands, which often struggle with agility and may hesitate to embrace platforms like TikTok due to misconceptions about their consumer base or the perceived lack of ROI.

Peter V. S Bond [14:48]: "Curiosity. Are they curious?"

Ajay stresses that TikTok Shop's environment fosters a level playing field where creativity and authentic storytelling can propel small brands to prominence without needing vast marketing budgets.

Metrics and Success

When defining success on TikTok Shop, Ajay emphasizes the importance of a brand’s mindset over traditional metrics. He advocates for focusing on input metrics related to content creation rather than solely on output metrics like sales.

Ajay Salpekar [28:44]: "The key differentiator is mindset. Mindset is what determines how quickly you can move and how quickly you learn and how quickly you optimize."

Key metrics include:

1. Content Quantity: The sheer number of new short videos and live streams.
2. Content Quality: The effectiveness of content in driving conversions.
3. Creator Relationships: The number and retention rate of creators partnering with the brand.

Ajay Salpekar [31:08]: "The volume of content, the quality of content, and the newness of content makes the content commerce flywheel spin."

Ajay also underscores that while retail fundamentals like product quality and stock availability remain important, the primary drivers of success on TikTok Shop are the creative and compelling nature of the content and its resonance with the audience.

Role of Creators in Brand Storytelling

Creators play a central role in TikTok Shop’s ecosystem, acting as both storytellers and influencers who bridge the gap between brands and consumers. Ajay highlights that creators prioritize authenticity and personal connection with their audience over compensation or brand size.

Ajay Salpekar [36:40]: "The number one thing that matters to most creators is, would I use that product? Is it interesting to me? Does it match me?"

This philosophy ensures that the content feels genuine and relatable, fostering trust and driving more effective consumer engagement.

Ajay Salpekar [35:26]: "Creators are central to how users or consumers increasingly make purchase decisions."

Examples of Successful Collaborations

Ajay shares concrete examples to illustrate successful brand-creator partnerships on TikTok Shop:

1. Small Brand: Aroma Concepts

   • Strategy: Partnered with creators like Omavery and Daniel Renee Music to launch fragrance line extensions through live streaming.
   • Outcome: Leveraged creator expertise to narrate compelling stories about fragrances, driving both engagement and sales.

   Ajay Salpekar [38:08]: "They partnered with her to launch line extensions of fragrances... they did the same thing with another creator to launch net new innovations."

2. Large Brand: Peter Thomas Roth

   • Strategy: Collaborated with older creators like Sherry Doll to demonstrate product efficacy in a relatable and straightforward manner.
   • Outcome: The authentic, low-production content resonated with users, resulting in viral product demand.

   Ajay Salpekar [39:42]: "Her video... no special lighting... she applies the instant foam... the effect was apparent... visually compelling in a very simple video."

These examples underscore how both small and large brands can effectively utilize TikTok Shop by fostering authentic and creative partnerships with creators.

Advice for Brands

In response to advice for brands, retailers, and agencies, Ajay offers practical guidance to maximize their effectiveness on TikTok Shop:

1. Adopt a Beginner’s Mindset:

   • Approach content creation and creator collaborations with openness and willingness to learn.

   Ajay Salpekar [41:41]: "It's great for brands to bring a beginner's mindset to content creator discovery, commerce."

2. Embrace Test and Learn:

   • Rapidly experiment with different strategies, learn from failures, and iterate quickly to identify what works best.

   Ajay Salpekar [42:03]: "The faster you test and learn, the sooner you'll figure out what to double down on."

3. Leverage Creator Creativity:

   • Allow creators the freedom to express their unique voices and styles, ensuring content remains authentic and engaging.

   Ajay Salpekar [42:55]: "Don't try to control every pixel of creative... Lean into the creativity of creators."

By following these best practices, brands can foster more authentic and effective collaborations, driving both engagement and sales.

Future Trends and Search Behavior on TikTok

As the conversation wraps up, Ajay touches upon emerging trends and shifts in consumer behavior, particularly the increasing use of TikTok as a search platform.

Ajay Salpekar [44:06]: "Nearly three in five TikTok users use the search functionality in the app... 1 in 4 will go to the search bar in the first 30 seconds of loading the app."

This trend signifies a shift where TikTok is not just an entertainment platform but also a primary tool for information and decision-making. Brands are encouraged to recognize and adapt to this behavior, leveraging TikTok not only for discovery but also as a potent search and engagement tool.

Ajay Salpekar [45:15]: "It's a progression in consumer behavior where the first place you go is, oh, let me check out, let me check out on TikTok."

Conclusion

This episode of The CPG Guys provides invaluable insights into the dynamic interplay between brands, creators, and consumers within the TikTok Shop ecosystem. Ajay Salpekar’s perspectives shed light on how TikTok Shop is reshaping eCommerce by prioritizing discovery, leveraging authentic creator partnerships, and empowering both small and large brands to connect with consumers in novel ways. The discussion underscores the importance of creativity, agility, and authenticity in navigating the contemporary digital commerce landscape.

For listeners eager to harness the power of TikTok Shop for their brands, the episode serves as a comprehensive guide, emphasizing the need for a curious mindset, strategic creator collaborations, and an adaptive approach to emerging consumer behaviors.

Notable Quotes:

• Ajay Salpekar [06:10]: "Curiosity brought me to business roles at Amazon... Essentially, curiosity got the better of me."

• Ajay Salpekar [09:07]: "TikTok Shop is designed to deliver discovery in a really compelling way."

• Ajay Salpekar [28:44]: "The key differentiator is mindset. Mindset is what determines how quickly you can move and how quickly you learn and how quickly you optimize."

• Ajay Salpekar [36:40]: "The number one thing that matters to most creators is, would I use that product? Is it interesting to me? Does it match me?"

• Ajay Salpekar [44:06]: "Nearly three in five TikTok users use the search functionality in the app... 1 in 4 will go to the search bar in the first 30 seconds of loading the app."

Access the Episode

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