Why Your Views Aren’t Turning Into Sales with Itai Winter

A lot of views doesn’t mean a lot of sales. In this episode, I sit down with Itai Winter from Genni to talk about what actually gets people buying on TikTok Shop. Itai comes from the music industry, so we get into selling vinyl and artist merch, why some big influencers struggle to sell, and why smaller creators can be better at it. We also talk about live shopping in the US versus China, affiliate commissions, and the problem with judging everything by GMV. If you’re a brand or creator trying to figure out where you fit into all of this, there’s plenty here to think about.