eCommerce Evolution · 2026-05-14 · 44 min
YouTube ads veteran Brett Curry (OMG Commerce) and TikTok Shop expert Jordan West (Social Commerce Club) went back and forth live on what's actually moving the needle for D2C brands right now - and some of their takes are going to sting. Most brands are still treating Google spend as a given, measuring YouTube with click-based attribution that was never built for it, and ignoring a TikTok Shop launch strategy that flips the creator dynamic entirely.
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