TikTok Isn’t Profitable…And That’s the Point | EP. 227
About this episode
Andrew Maff discusses the role of TikTok as a customer acquisition engine despite its lack of profitability for most brands.
TikTok isn’t profitable for most brands…and that’s not a problem. In this 227th episode of the E-Comm Show, Andrew Maff breaks down what’s really happening on TikTok in e-commerce today. After speaking with hundreds of brands, the pattern is clear: very few are making money on the platform, but many are still scaling it aggressively. Why? Because TikTok isn’t a profit channel, it’s a customer acquisition engine. In this episode, you’ll learn how to think about CAC vs. LTV, why breaking even c...
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