About this episode

Eitan Koter and Íñigo Rivero discuss the evolution of TikTok as a sales channel and the importance of authentic content in influencer marketing.

Eitan Koter is joined by Iñigo Rivero, co-founder and managing director at House of Marketers, a global TikTok Marketing Agency. They talk about how the platform has shifted over time, from a place for visibility to something much closer to a sales channel. Iñigo explains why many brands still approach influencer marketing the wrong way, and what actually drives results. The discussion covers the role of authentic content, why engagement matters more than follower count, and how TikTok’s algorithm gives new brands a chance to get seen. They also break down how TikTok Shop is opening up new opportunities for both brands and creators, and how social commerce is becoming easier to track and scale. It’s a clear conversation on what brands should focus on if they want to make TikTok work for them. Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social: Eitan Koter’s LinkedIn | Vimmi LinkedIn | YouTube Guest: Iñigo Rivero, Co-Founder & Managing Director at House of Marketers Iñigo Rivero’s LinkedIn | House of Marketers Watch the full Youtube video here: https://youtu.be/V_DA-VWIt8M Takeaways…

People in this episode

Host: Eitan Koter

Guest: Íñigo Rivero

Topics covered

• TikTok marketing
• influencer marketing
• social commerce
• engagement
• brand visibility

Keywords

• TikTok
• Instagram
• influencer marketing
• social commerce
• engagement
• algorithm
• brands

Mentioned in this episode

Organizations: House of Marketeers, TikTok, Instagram, Vimmi

More episodes of Commerce Untold

• 206. Why Your 3PL Is Killing Your Business ft. Leo Rodriguez · May 6, 2026 · 32 min
• 204. Smarter Ads That Profit ft. Matt Raminick · April 17, 2026 · 31 min
• 203. Why Paid Ads Are Breaking Your Business ft. Adam Callinan · April 10, 2026 · 31 min
• 201. Retail Strategy Tips Every Ecommerce Founder Needs ft. Rebekah Kondrat · March 27, 2026 · 32 min
• 200. The Truth About Creator Marketing ROI with Megan Vasquez · February 19, 2026 · 32 min
• 199. Why Your Amazon Page Isn’t Converting with Daniela Bolzmann · February 12, 2026 · 30 min

Explore listener stats, chart rankings, contacts and more on the Commerce Untold podcast page.