#22 - Päivi Korvela: Former TikTok Shop Lead reveals current GOLD RUSH in Social Commerce

In this conversation, Päivi Korvela shares her journey into the world of social commerce, particularly focusing on TikTok Shop and its impact on the beauty industry. She discusses her transition from Unilever to TikTok Shop, the evolution of social commerce, and the importance of live shopping. Päivi emphasizes the need for brands to adopt a long-term strategy in social commerce, highlighting common mistakes and the significance of collaboration with agencies. She also touches on the future of social commerce in Europe and the establishment of Kanzen Studios, a live shopping studio aimed at enhancing the live shopping experience.Chapters00:00 Journey into Social Commerce07:30 The Beauty Category in Social Commerce14:30 The Future of Social Commerce20:38 Transition to Entrepreneurship and Agency Work24:18 The Power of Live Shopping Engagement26:51 Navigating the Live Shopping Landscape29:20 Common Pitfalls in Social Commerce31:23 Building Trust in Social Commerce34:07 The Role of Agencies in Social Commerce36:47 The Future of Social Commerce41:26 Regional Variations in TikTok Shop Adoption45:40 Kanzen Studios: A New Era in Live Shopping50:00 The Future of E-commerce and Live Shopping53:38 Getting Started in Social Commerce