#17 - Sebastian Nelson: CEO of Cruva (formerly UpTK)

Sebastian Nelson is the co-founder and CEO of Cruva (formerly known as UpTK) - a popular affiliate outreach tool for brands and agencies working with TikTok Shop. In this conversation, he discusses the rebranding of his company from UpTK to Cruva, emphasizing the vision of becoming the AI operating system for social commerce. He explores the rise of social commerce, particularly through TikTok Shop, and the challenges of navigating a fragmented market as more platforms enter the space. Sebastian shares insights on building a tech solution for affiliate marketing, the importance of personal relationships in retaining affiliates, and how Cruva positions itself against competitors. He also highlights the future of live shopping and the evolving landscape of affiliate marketing, stressing the need for more affiliates and the shift away from traditional influencer models.Get 10% off your Cruva subscription by using the Code shared in the episode!Chapters00:00 Rebranding for Future Growth02:01 The Rise of Social Commerce Platforms03:49 Navigating Fragmentation in Social Commerce05:47 The Shift of Influencers to Affiliates07:45 From E-commerce to Social Commerce11:57 Building a Tech Solution for Affiliates15:48 The Importance of Relationships in Affiliate Marketing19:43 Positioning Against Competitors in the Market29:04 The Importance of Personal Touch in Business30:49 The Rise of Live Shopping and Its Future33:56 Navigating Market Trends and Consumer Behavior37:54 Rapid Market Entry and Expansion Strategies41:31 Growth Challenges and Team Dynamics43:49 The Evolution of Affiliate Marketing47:10 Future Tech Innovations in Affiliate Space