The Unofficial TikTok Shop Podcast with Jordan West – Détails, épisodes et analyse

Send us a text

CRO veteran Dylan Ander (Founder, heatmap.com) joins Jordan to spill the never-before-shared story of how he landed heatmap.com by acquiring an entire C-Corp—and why the name matters for brand authority, SEO, and inbound. 

We break down why GA4 falls short for eCommerce, how definitions (sessions, idle windows, engagement) skew your numbers vs Shopify, and what to use when you need buyer-truth, not vanity metrics.

Dylan unveils element-level revenue analytics—Revenue per Click (RPC) and Revenue per Session (RPS)—plus the coming Revenue per View (RPV), so you can prioritize changes that actually increase cash, not just clicks. We dig into pixel-level behavior tracking (no cookies, no PII), AI insights that call out underperforming elements (e.g., a specific FAQ item), and how to catch bugs and bot traffic before they burn revenue.

We also get tactical on replacing Google Optimize, the realities of SaaS pricing (and why “McDonald’s pricing” works), and the rise of social search (TikTok as a top search engine) shaping product discovery more than LLM/Chat. If you own a P&L for a DTC brand—or you’re the CRO/performance lead—this episode will make you money.

What you’ll learn

→ How Dylan cold-outreaches to acquire companies & premium domains (the “urgent, must speak to founder” play)

→ Why GA4 under-/over-reports vs Shopify—and how definitions (idle windows, engagement) distort truth

→ The RPC/RPS (and coming RPV) metrics that finally connect elements → revenue

→ Pixel-level behavior tracking (no cookies/PII) + AI insights that tell you exactly what to change

→ Social search optimization (TikTok search often beats LLM/Chat for product discovery)

→ Replacing Google Optimize and building reliable A/B workflows in 2025

→ The real cost drivers behind SaaS pricing—and how to price without burning trust

→ Bot/junk filtering and defining a “session” that reflects buyers, not noise

Who this is for

→ DTC/eCommerce founders & growth leaders

→ CROs, performance marketers, and Shopify teams

→ SaaS operators curious about pricing, PLG, and analytics positioning

Timestamp:

00:00 Intro & why this convo matters for DTC

02:00 The C-Corp acquisition story behind heatmap.com

06:30 Exact-match domains, SEO, and the inbound engine

09:20 GA4 vs Shopify: definitions that change your numbers

16:30 RIP Google Optimize: reliable A/B testing in 2025

18:50 Element-level revenue: RPC, RPS (and RPV coming)

22:30 Pixel-level tracking & AI insights (no cookies/PII)

26:15 Catching bugs + filtering bots/junk traffic

28:40 Social search: TikTok as a top product discovery engine

31:20 SaaS pricing & the “McDonald’s” strategy

36:40 Who should use revenue-based heatmaps (and why)

44:30 Contrarian analytics takes you need to hear

55:10 Personal: life, music, and loving the game

Guest

Dylan Ander — Founder, heatmap.com (revenue-based heatmaps, funnels, analytics for ecom). Mentions his upcoming book, Billion Dollar Websites.

Send us a text

Tired of slow, quiet TikTok Shop launches that fizzle out before they even begin?

You're not alone.

So many brands enter TikTok Shop thinking they can “test the waters”—only to be met with low visibility, lukewarm sales, and no real momentum.

But what if you could flip the script?

In this video I’m pulling back the curtain on the exact 4-step TikTok Shop launch strategy we’ve used to help brands explode on day one.

One of our clients generated $250,000 in GMV within 24 hours—and we didn’t spend a dollar on paid ads for that launch.

Yes, it’s real. And yes, I’ll show you exactly how it works.

Here’s what you’ll learn:

How to seed 200 high-performing creators—fast

We show you how to build your dream launch roster by identifying the micro and mid-tier creators who actually move product—not just followers.

The power of a 48-hour Creator Blitz

Discover why coordinating your entire creator network to post in a synchronized window is the secret to triggering TikTok’s algorithm for massive organic reach.

Why WhatsApp + gamification = creator FOMO

We break down the psychology of creator momentum. Get our real-world tactics for building hype, incentivizing performance, and creating a wave of content that drives instant velocity.

How to stack spark ads for exponential growth

Learn how to spark the right content at the right moment—and how to layer paid ads on top of your blitz to keep the momentum rolling well beyond launch weekend.

This is the exact system we use inside:

TikTok Shop OS Plus – Our done-with-you program that gives your team the tools, strategy, and support to execute like pros.

Full-Service Brand Launches – For brands ready to hand it off and let us execute every step.

Either way, we bring the strategy and the team.

Whether you’re launching your first product or scaling your 10th...

TikTok Shop is the single biggest opportunity for product brands right now—and this video will help you skip the guesswork and go straight to what works.

Watch the video and take notes.

Then book a call if you’re ready to apply this strategy with us.

Links & Next Steps

🌐 Apply to work with us: https://socialcommerceclub.com

💬 Join our creator community + get exclusive training: Link in description

📺 Subscribe for weekly TikTok Shop growth strategies

Send us a text

In this deep-dive conversation, Jordan West welcomes Curtis Matsko, founder and CEO of Portland Leather Goods, to unpack exactly what it takes to build—and lead—a billion-dollar brand in 2025. 

From humble beginnings in a single-stall garage to scaling a global operation with hundreds of thousands of square feet of manufacturing, Curtis shares the raw decisions, leadership principles, and mindset shifts that have fueled exponential growth.

Timestamps:

• 00:07 – Intro: “How do you build a billion-dollar brand in 2025?”
• 01:44 – The march from $1 M to $100 M, and why most entrepreneurs stumble before this line in the sand.
• 03:30 – Curtis’s top five hair-trigger decisions—what happened when playing it safe would have killed the business.
• 10:30 – The moment Jordan realized he needed to “level up” personally and professionally.
• 17:11 – Why today’s market turmoil is a gift in disguise for anti-fragile leaders.
• 19:23 – Firing as an act of service: how letting people go can be the best thing you do for them—and your company.
• 25:44 – Crafting authentic LinkedIn posts: a peek inside Curtis’s morning ritual.
• 41:04 – Curtis’s path to sobriety and why it shaped every business choice he’s made since.

What You’ll Learn

• The Exponential Playbook
  How Curtis and his team consistently doubled revenue year-over-year—from $1 M to $2 M, then to $4 M, $8 M, and beyond—and why hitting that first $100 M profitable milestone is the real launchpad for a true empire.
• Thinking Two Stages Ahead
  Why surrounding yourself with leaders two levels above you is non-negotiable, and how “the law of the lid” caps your team’s potential to your own.
• Decision-Making Under Pressure
  Five pivotal “50/50” calls Curtis made that could have broken the company—yet, with the right game-plan, became its greatest catalysts.
• Anti-Fragility & Opportunity in Adversity
  Turning a brutal $3 M liability hit and industry-wide headwinds into your greatest competitive advantage.
• Building & Pruning A-Player Teams
  The ruthless kindness of firing someone “for their own good,” and why investing years to find the right leaders pays exponential dividends.
• Sobriety as a Leadership Superpower
  How mastering addiction taught Curtis the art of clear, decisive action—and why life’s toughest battles prepare you for business’s biggest wins.
• Personal Branding for Scale
  Real-world LinkedIn tactics that don’t just generate followers, but open doors to boardrooms, partnerships, and talent pipelines you never dreamed possible.

Guest info:
Linkedin: linkedin.com/in/curtis-matsko

Twitter: twitter.com/CurtisMatsko 

Website: https://www.portlandleathergoods.com/

If you’re ready to break through your own ceiling—whether you’re at $1M, $100M, or beyond—this episode will give you the blueprint to think bigger, move faster, and lead harder than ever before.

Send us a text

Explains the importance of using CAPI connectors, and provides recommendations for improving data accuracy and tracking for better campaign optimization. Also offers practical solutions and resources for the audience to address these challenges effectively.

In this episode, Jordan West gets into the prevalent Facebook ad problems of 2024, kicking off a comprehensive 3-part series. He addresses the critical issue of data loss and provides insights into how to tackle this challenge effectively with a wealth of experience working with clients at Upgrowth Commerce.

Listen and learn in this episode!

Key takeaways from this episode:

• Addressed the importance of data loss in Facebook ad campaigns and how it impacts account performance. Emphasized the need for accurate data transmission to Meta's API for effective tracking.
• Recommended utilizing CAPI connectors to mitigate data loss due to browser restrictions post iOS 14.5. Highlighted benefits like improved data accuracy, privacy compliance, reduced data loss, better conversion tracking, and enhanced campaign optimization.
• Shared a story showcasing the significance of implementing custom conversions for different offers and products to improve optimization and ROI tracking based on specific business metrics and objectives.
• Highlighted its Facebook-focused nature, pricing, AB testing capabilities, and the importance of continuity in tracking.
• Provided a resource document with in-depth details on data loss solutions across a 3-part series. Direct listeners to upgrowthcommerce.com/adproblems to download the detailed document for further insights.

Recommended Tools/App:

Popsixle: https://popsixle.com/ 

Elevar: https://www.getelevar.com/ 

UpStackified: https://www.upstackified.com/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

Send us a text

Learn how poor deliverability can drain your revenue and discover the strategies to set it right. From the impact of domain reputation to the need for warm-up periods, we covered it all. Plus, don't miss out on the essential insights for switching email service providers and dealing with spam rates. 

In this episode, Jordan West and Nikita Vakhrushev, CEO of Aspekt discuss the intricacies and strategies essential for e-commerce brands to navigate the ever-evolving landscape of email marketing. From the impact of domain reputation to navigating through service provider transitions, they cover it all.

Listen and learn in this episode!

Key takeaways from this episode:

• Email deliverability is crucial for generating revenue for brands, and poor deliverability can result in wasted money.
• Recent changes by Google and Yahoo require brands to use their own domain reputation to send emails, increasing brand responsibility and accountability.
• Sending emails to addresses that haven't opted in can negatively impact spam rate and deliverability, potentially ruining domain reputation.
• Excessive spam feedback can negatively impact deliverability, and even a small percentage of complaints can lead to emails being marked as spam by Google.
• If emails end up in the spam inbox, emergency communication to customers may be necessary to ask them to move the emails out of spam.
• AI has potential in email marketing for data analysis, decision-making, copywriting ideation, and understanding customer sentiment, but it's essential to double-check and personalize content.
• Overriding primal instincts is crucial when facing difficulties in business, especially in the competitive space of direct-to-consumer marketing and dealing with social media challenges.

Recommended Tools/App:

Sendlane: https://www.sendlane.com/ 

Today’s Guest: 

Nikita Vakhrushev, CEO of Aspekt, his role involves delving into the complexities of email deliverability and the strategies that brands must adopt to ensure success in their email marketing campaigns. Nikita emphasizes the importance of proper email deliverability, highlighting how it affects the revenue generation for brands and the impact of recent changes by Google and Yahoo on domain reputation. 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

Send us a text

Highlighting the importance of the company's high resale value and the emotional storytelling of the brand. And, delving into holistic interests and personal growth, revealing a thought-provoking side that transcends conventional business perspectives. 

In this episode, Jordan West and Matthias Ehlenfeld, founder of Woom Bikes discuss the delicate balance between brand awareness and tactical e-commerce activities in marketing. They share insights on leveraging community and referral programs to increase brand awareness and utilizing the existing customer base. The conversation also touches on the importance of creating emotional connections through brand storytelling and the significance of great employees in scaling a business.

Listen and learn in this episode!

Key takeaways from this episode:

• Emphasizing the importance of leveraging the community and traditional referral programs to create more awareness and utilize the existing customer base.
• The plan to collaborate online and offline strategies for specific key cities to create more awareness and increase sales.
• The significance of great people in scaling, along with creating the best employee experience.
•  Delving into the importance of email marketing and the significant opportunities it presents for businesses.

Recommended Tools/App:

Klaviyo: https://www.klaviyo.com/ 

Recommended Audiobook:

Archetypes of the Soul: https://www.amazon.com/Archetypes-Soul-Varda-Hasselmann/dp/3442220009 

Today’s Guest: 

Matthias Ehlenfeld, the founder of Woom Bikes, originally from Germany, Matthias established Woom Bikes in Austin, Texas in 2014, focusing on selling high-quality bikes for children online. With a deep understanding of the balance between brand awareness and tactical e-commerce activities in marketing, Matthias is an expert in leveraging community and traditional referral programs to create awareness and utilize the existing customer base.

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

Send us a text

From building social proof to working with influencers, and even navigating the coveted TikTok shop mall. Learn about the importance of cultivating an awesome shop presence, earning reviews, showcasing transaction volumes, and engaging with creators to drive traffic to your shop.

In this episode, Jordan West gets into the latest trends and strategies for leveraging TikTok shop to drive sales and brand growth. From the crucial role of social proof and reviews to the importance of engaging with influencers and leveraging the TikTok shop mall, Jordan shares valuable insights and recommendations for brands looking to maximize their success on this platform. With practical tips and expert advice, this episode is a must-listen for any ecommerce brand looking to crack the code of social selling.

Listen and learn in this episode!

Key takeaways from this episode:

• When launching a TikTok shop, focus on building social proof through a significant number of sales and positive reviews to attract influencers.
• Consider starting with paid ads and hiring creators to promote the shop from the beginning to drive traffic.
•  Going live on TikTok is recommended, and there are resources available to guide brands through the process.
• Aim to get onto the TikTok shop mall, which acts as a curated marketplace for reputable retailers.
• Understand the performance and brand qualifications required to be invited to the TikTok shop mall.
• Seek to work with reputable partners and continuously improve shop performance to maximize success on TikTok.

Recommended Tools/App:

Notion: https://www.notion.so/ 

Growth Plan: www.upgrowthcommerce.com/grow

Million Dollar Offers: www.upgrowthcommerce.com/grow

Send us a text

Emphasizes the importance of CRO in ecommerce and the impact it has beyond just improving the website, including reducing return rates, increasing lifetime value (LTV), and decreasing product costs.


In this episode, Jordan West with Will Laurenson, they get into the realm of customer revenue optimization (CRO) and its impact on e-commerce success. Will shares his expertise in data-driven strategies, customer behavior modeling, and the significance of revenue per user in testing and optimizing e-commerce approaches. 



Listen and learn in this episode!



Key takeaways from this episode:

• Utilizing data analysis and product development can improve customer conversion and retention.
• Incorporating customer feedback and speaking directly with customers is essential for business optimization and improvement.
• RPU is recommended as the ultimate KPI for testing the success of strategies in e-commerce, highlighting the importance of focusing on the revenue generated by each user rather than just conversion rates or average order value.
• The significance of user experience (UAM method - usability, anxiety, motivation) is emphasized as a means to inform website design and optimize customer experience.
• Case studies showcase the impact of split tests, such as the removal of an "in stock" tag leading to increased mobile conversion rates and the elimination of a timer resulting in additional revenue.

Recommended Tools/App:
Airtable: https://www.airtable.com/
Notion: https://www.notion.so/
Slack: https://slack.com/



Recommended Audiobooks:
Real Dictators: https://www.noiser.com/realdictators
The Rest Is History: https://www.audible.com/pd/The-Rest-Is-History-Audiobook/B0C5YNM53Z



Today’s Guest:
Will Laurenson, from Customers Who Click, Will has a background in B2C marketing and startups, and he shares experiences where he improved customer conversion and retention through data analysis and product development. He challenges the significance of conversion rate optimization (CRO) for e-commerce, emphasizing the importance of revenue per user over conversion rate. Will uses data to determine customer behavior and discusses how it informs their approach to website design and user experience.



Growth Plan: www.upgrowthcommerce.com/grow
Million Dollar Offers: www.upgrowthcommerce.com/grow

Send us a text

Highlights the significance of having the right creative, with an emphasis on understanding where the creative fits within the marketing funnel and using psychology-based creative approaches.



In this episode, Jordan West gets into the Facebook ad problems that many people are encountering. He shares his insights into the issues affecting Facebook ads in 2024 and outlines three key reasons why his company, Upgrowth Commerce, hasn't experienced the same challenges. Jordan also discusses a resource he created to help solve these problems and offers hope to struggling ecommerce brands. 




Listen and learn in this episode!




Key takeaways from this episode:

• Using a good CAPI connector (conversions API connector) to improve data accuracy, reduce data loss, and enhance campaign optimization.
• Understanding where the creative sits within the sales funnel, analyzing Facebook spend towards specific creatives, and utilizing metrics like frequency and CPM to assess ad performance.
• Letting the AI do its job, feeding the right data, identifying the right creative, and setting up a testing environment that will work from day one.
• Recognizing that Facebook is a machine learning platform with a user experience focus, and prioritizing ad delivery optimization to ensure relevance and efficiency.

Recommended Tools/App:
Elevar: https://www.getelevar.com/





Growth Plan: www.upgrowthcommerce.com/grow
Million Dollar Offers: www.upgrowthcommerce.com/grow

Send us a text

We explored the revolutionary power of digital humans, streaming avatars, and how they're transforming online sales interactions. Imagine an empathetic, personalized sales experience that's available 24/7. From product recommendations to instant guidance, these AI sales agents are the game-changer your brand needs.


In this episode, Jordan West and Alain Denzler, CEO and founder of Get It AI, get into the world of AI sales agents. Alain sheds light on the cutting-edge technology of streaming avatars and how they are reshaping the online sales experience in the Gen AI era. From integrating with different platforms to offering personalized interactions and emotional voices, Alain's insights provide a glimpse into the future of ecommerce. 



Listen and learn in this episode!



Key takeaways from this episode:

• Streaming avatars can greet and guide visitors, provide video reviews, and initiate conversations to assist in the purchasing process, thus potentially improving conversion rates.
• Emphasizes the use of AI technology to create human-like sales agents capable of delivering personalized product recommendations and tailored sales responses based on customers' emotions.
• The potential power of incorporating empathy into AI sales agents, aiming to create a more conversational and empathetic sales experience for customers.
• The widespread adoption of digital agents in sales interactions, likening it to the transition from driving cars to autonomous vehicles and suggesting that future generations may find it hard to believe there was a time without AI sales agents.
• The need to comply with EU regulations when using digital humans, and how AI agents can reduce hesitancy and create more subtle and human-like selling experiences.
  
  

Recommended Tools/App:
GetitAI: https://www.getit.ai/ 



Today’s Guest:
Alain Denzler, the CEO and founder of Get It AI, to revolutionize the sales experience, Alain's company utilizes streaming avatars, which he refers to as "digital humans," to provide brands with a face and voice for online sales interactions. He envisions AI sales agents as a transformative force in ecommerce, enhancing customer experiences through personalized, empathetic, and human-like interactions. Alain's approach emphasizes the fusion of advanced technology with the human touch, positioning his company at the forefront of the evolving landscape of AI-driven sales.



Growth Plan: www.upgrowthcommerce.com/grow
Million Dollar Offers: www.upgrowthcommerce.com/grow