In this episode of Commerce Beyond Borders, we go deep into what actually works in social commerce today — and what doesn’t. From London, former Meta & TikTok executive Dave Morrissey joins Renee (in Portugal) and Chris (in Shanghai) for a candid conversation about live shopping, the role of creators, why most brands are doing content wrong — and what the smartest brands are already doing next. 🔑 Key Insights Live shopping is not the answer for everyone — and most brands are doing it wrong. The TikTok Shop winners are founder-led, community-first brands. Why 40+ videos a month is becoming the new baseline for e-commerce success. AI should power creativity — not replace it. The rise of video search and why TikTok is quietly becoming a rival to Google. TikTok Shop: do you need affiliates, creators, paid ads… or all three? The secret moat now?👉 Doing the hard things your competitors won’t. 💬 Favorite Quote from Dave “Content is the game. The algorithms will do the delivery.Your only job is to get great at content.” 🔍 What We Cover 00:00 – Introductions across Portugal, Shanghai & London04:00 – From music industry → Meta → TikTok Shop09:45 – Live shopping: what’s working & what isn’t16:30 – Why discount-led TikTok strategies are dangerous22:10 – Content at scale: how brands should build it28:00 – The role of AI — and where it shouldn’t be used34:20 – Affiliates vs creators: who actually drives sales?41:10 – TikTok as a search engine46:30 – What Western brands can learn from China52:00 – The principle that doesn’t change: be real, be useful 📢 Listen Now Available on Spotify, Apple Podcasts🎧 Subscribe to Commerce Beyond Borders for global perspectives on the future of retail & commerce.