Channel Strategy
Social Commerce
6/1/26
9 min read
The 2P Model
TikTok Shop Is Not a Substitute for Marketplace Fundamentals
TikTok Shop is a real growth channel — but treating it as a replacement for Amazon and marketplace fundamentals trades a defensible business for a moment that will pass.
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5/29/26
10 min
The 2P Model
The CPG Brand's Guide to TikTok Shop in 2026
A practical guide to TikTok Shop for CPG brands. Learn how it works, what categories win, how to manage creators, and whether it's worth the investment.
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5/20/26
9 min read
The 2P Model
TikTok Shop in 2026: What's Actually Working
TikTok Shop's real value isn't standalone GMV — it's the demand engine feeding Amazon. Here are the three patterns separating winners from losers in 2026.
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5/7/26
8 min
The 2P Model
Three Questions Every Brand Should Ask Before Launching a New Sales Channel
A diagnostic framework for evaluating new sales channel launches. Ask these three questions about fulfillment, pricing integrity, and equity before expanding.
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