TikTok Shop strategy. Live shopping chaos. Creator-led growth.

In this episode, Sarah Lee (Head of Social & Influencer Marketing) and Kiri Leach (DTC & E-Commerce Ops) from The INKEY List reveal how they turned TikTok Shop from a curious experiment into a revenue powerhouse—now driving 21% of their shop revenue through live streams alone.

From accidentally selling 1,000 sunscreens for £1 each to navigating a store cap disaster during a Winter Wonderland live, Sarah and Kiri share the real, messy, brilliant truth about building a live shopping strategy that actually works. They break down how they structure lives with minute-by-minute scripting, pivot in real-time based on audience data, and use bundles strategically to drive both acquisition and LTV.

But it's not just about the lives. They explain how affiliates have become a core acquisition channel, how they balance profitability with brand awareness across TikTok Shop and DTC, and why their skincare quiz remains one of their most valuable tools for converting new customers into loyal buyers.

If you're thinking about TikTok Shop, already running it, or wondering how to make creator-led commerce work for your brand, this episode is a hands-on manual packed with tactical advice, real numbers, and honest lessons learned.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 — Introduction: TikTok Shop strategy and live shopping success

00:49 — Meet Sarah Lee & Kiri Leach from The INKEY List

02:01 — How The INKEY List differentiated in a crowded skincare market

03:23 — The power of their skincare quiz for driving LTV

06:12 — First TikTok Shop live: the £1 SPF disaster and lessons learned

08:18 — Winter Wonderland chaos: 50-order cap and real-time problem solving

11:50 — How they structure lives now: scripting, bundles, and pivoting on audience data

15:03 — Balancing social, e-commerce, and TikTok Shop across teams

19:28 — Bundle strategy: profitability, stock forecasting, and limited-time deals

23:52 — The affiliate engine: how creators drive 21% of shop revenue

27:07 — Events, outreach, and building relationships with TikTok affiliates

32:02 — What to sell on lives to stay profitable and drive retention

34:40 — Bridging TikTok Shop customers to DTC and loyalty programs

36:14 — Top advice for scaling TikTok Shop: consistency and operational setup

38:08 — Book recommendations: Bad Blood and A Lady's Tour Around Mont Rosa

39:56 — Where to find Sarah, Kiri, and The INKEY List

Theo Roberts — SEO Isn't Dead. It's Everywhere.

SEO is dead. Again. Apparently.

Another week, another LinkedIn post declaring the end of search as we know it. AI overviews are stealing clicks. LLMs are the new gatekeepers. Google's slipping. And suddenly, everyone's an expert on what's "killing" SEO.

Here's the truth: SEO isn't dead. It's evolved. And if you're still optimizing like it's 2019, you're already behind.

Theo Roberts—Head of SEO at eCom@One—joins Richard this week to set the record straight on what's actually happening with AI, search, and how eCommerce brands should be thinking about visibility in 2025.

Fresh from talks at eCommerce Expo and the Salesforce Summit, Theo breaks down the real impact of AI overviews, LLMs, and the rise of platforms like Reddit, TikTok, and ChatGPT as search engines. This isn't fear-mongering. It's practical, tested strategy from someone who's delivering results right now.

They dig into why Google still holds 89% of search (but why that's dropped for the first time), how to actually optimize for AI visibility without abandoning traditional SEO, and why the brands winning right now are the ones thinking bigger than just the SERP.

Theo shares a case study where answering Reddit questions led to 11% of content acquisition and a 124% revenue increase. He explains why link building has had a resurgence, how to stabilize volatile rankings with category-focused PR, and why "search everywhere optimization" is the mindset you need to adopt—now.

Whether you're drowning in AI panic, frustrated by stagnant rankings, or just trying to figure out what the hell to prioritize next, this episode cuts through the noise with clarity, examples, and a roadmap you can actually follow.

Listen to the full episode now. And remember: SEO isn't dead. You just need to know where to show up.

Find out more about your AI Visibility Audit here.

Topics Covered

00:00 — Introduction: Why AI and SEO are dominating industry conversations right now

03:15 — Should brands optimize for customers or algorithms? (Spoiler: both)

06:42 — Is Google still king? The 89% stat and what it really means

10:28 — Why "search everywhere optimization" is the new SEO

14:51 — AI overviews explained: when they show up and how to get featured

19:33 — The Reddit strategy that drove 124% revenue growth in 6 months

25:47 — Link building is back—and it's working faster than you think

31:16 — Category pages are the cheat code: technical + content + PR

35:02 — How to check your AI visibility (and why it matters before ChatGPT launches shopping)

40:29 — Why video is now essential for ranking in AI overviews

44:18 — The content refresh routine that protects your rankings

47:55 — Theo's prediction: SEO is beyond the SERP

AI, Amazon & the future of eCommerce

The buzz around AI isn’t slowing down—and for good reason.

It’s not just another shiny tool. It’s changing how businesses work, grow, and compete.

This week, Richard sits down with JJo Lambadjieva, CEO and founder of Amazing Wave, to break down what AI really means for Amazon sellers and eCommerce brands.

Jo’s been in the game for 14+ years—running performance marketing for D2C and retail, supporting Amazon vendors through his boutique agency, and later leading strategy and operations at a major aggregator. When ChatGPT dropped in 2022, he saw what was coming and started building AI into everyday workflows.

In this episode, Joe and Richard cut through the hype and share real strategies:

• How AI uncovers hidden inefficiencies in your business
• Why even solo operators can scale productivity with the right tools
• What evolving search and customer behavior means for the future of selling

It’s not about replacing people. It’s about giving teams leverage, speeding up the boring work, and staying competitive as the landscape shifts.

Whether you’re an Amazon pro, just testing AI in your processes, or curious where the industry’s headed, this one’s packed with practical advice and real-world examples.

Listen now—and start spotting opportunities AI can unlock for your business.

Topics covered:

00:00 "Integrating AI in E-commerce SEO"

06:30 ChatGPT: Second Brain on Walks

10:25 AI's Organizational Impact: Efficiency, Data, Talent

11:26 AI as a Team Enhancement Tool

16:01 AI Innovations with MCP and Artifacts

18:48 "AI: Utility Over Hype"

22:45 AI Meeting Recorders Enhance Interviews

26:13 Improving Data Hygiene and Organization

29:19 "Rufus AI: Transforming Amazon Shopping"

34:13 "Rufus Blueprint Analysis Highlights"

38:02 Empowered Teams Boost Efficiency

41:54 "Invest in Data and AI Search"

45:36 Improving Brand Presence in LLMs

46:35 Expert Tool Recommendations for Ecom

51:02 "AI E-Commerce Newsletter"