Inside Saalt's Playbook for High-Converting TikTok LIVE Sessions With Cherie Hoeger

from Minds of Ecommerce · host Cherie Hoeger, Raphael Paulin-Daigle

Cherie Hoeger is the Co-Founder and CEO of Saalt, a woman-owned period care brand known for its sustainable, reusable cups, discs, and leakproof underwear. With expertise in leveraging education-driven customer engagement and innovative sales channels, Cherie has led the company to become the #1 period care brand on TikTok Shop. Before Saalt, she worked as a technical writer for over a decade and launched multiple ecommerce ventures. As a social entrepreneur, she has steered Saalt's mission to donate tens of thousands of cups and underwear globally to fight period poverty. In this episode… Turning prospects into buyers is a challenge for many ecommerce brands — especially for products that need extra explanation before customers commit. How can brands build trust quickly and address FAQs in real time? Learn how a sustainable period care company engaged both loyal fans and first-time shoppers by employing live events. What strategies, team dynamics, and content secrets contributed to its rapid increase in sales? Cherie Hoeger, an expert in sustainable period care products and live social selling, illustrates how live commerce can cut long buying journeys from months to minutes. Cherie shares how her team at Saalt used TikTok LIVE sessions to answer questions on the spot, educate new audiences, and drive over $100,000 in sales in just 90 days. She delves into the ideal product price point for success, how to find and train team members to host live events, and why pairing hero products into a branded routine increases customer lifetime value. In this episode of Minds of Ecommerce, Raphael Paulin-Daigle interviews Cherie Hoeger, Co-founder and CEO of Saalt, about leveraging TikTok LIVE selling to fuel rapid ecommerce growth. Cherie discusses gathering customer feedback during live sessions, how to combine daily organic content with live events, and strategies for creating complementary products that boost average order value and build long-term brand loyalty.

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This episode was published on October 1, 2025.

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