In this episode of BRAVE COMMERCE, Sandie Hawkins, GM of US eCommerce at TikTok,  joins Rachel and Sarah to discuss the power of including TikTok in your brand strategy.Sandie emphasizes that TikTok's community commerce approach brings people together to discover products through a new version of word-of-mouth. She highlights that the commerce mindset is already present on the platform since the TikTok community is 1.5 times more likely to convert when compared to users on other platforms.Sandie also shares how TikTok constantly tests and learns from new approaches, such as affiliate marketing, to improve its commerce strategy. Additionally, she stresses the importance of authenticity and establishing creator partnerships in order to build successful communities on social media. So, what's next for TikTok? Sandie shares that although the platform is still in its testing phase, TikTok is focused on building a seamless marketplace where both community and creators are valued in the US.Key Takeaways:TikTok's community commerce approach drives e-commerce successAuthenticity and creator partnerships are key to building successful communities on social mediaTikTok succeeds by offering a seamless one-stop shop commerce experience Hosted on Acast. See acast.com/privacy for more information.