The Reality of Social Commerce: Creators, AI, and What Actually Drives Sales with Bora Mutluoglu

About this episode

Lara Schmoisman and Bora Mutluoglu discuss the complexities of social commerce, focusing on TikTok Shop and the impact of AI on sales strategies.

Send us Fan Mail In this Coffee Nº5 episode, Lara Schmoisman sits down with Bora Mutluoglu, co-founder of Reacher and Y Combinator alum, to break down the reality of social commerce. Using TikTok Shop as a case study, they explore automation, affiliate strategy, creator relationships, and how AI-generated content is reshaping sustainable growth. We'll talk about: Why the “easy sales” narrative around TikTok Shop is misleadingHow social commerce is maturing into a performance-driven ecosyste...

People in this episode

Host: Lara Schmoisman

Guest: Bora Mutluoglu

Topics covered

• social commerce
• TikTok Shop
• automation
• affiliate strategy
• creator relationships
• AI-generated content

Keywords

• performance-driven ecosystem
• sustainable growth

Mentioned in this episode

Products: TikTok Shop, Reacher

More episodes of Coffee N° 5 with Lara Schmoisman

• The Future of Wellness: AI and Luxury Experiences with Tom | Coffee N5 · April 22, 2026 · 33 min
• Beyond the Business Card: Strategic Networking with Mike Ryan | Coffee N5 · April 14, 2026 · 31 min
• The Future of Hormone Health: Community, Clean Living, and Preventative Wellness with Sara Jensen · March 10, 2026 · 24 min
• The Power of Kindness: Longevity, Entrepreneurship, and Building a Legacy with Dr. Brent Ridge · March 3, 2026 · 33 min
• Redefining Ambition: From Burnout to Purpose with Amina AlTai · February 17, 2026 · 24 min
• Demystifying PR with Jennifer Bickerton & Lauren Kahn · February 10, 2026 · 49 min