The feed became the store — the 4-part system for running creator content as a full sales channel, from discovery to tracked purchase.

For a decade, creator content had one job: reach. That era just ended, measurably. When TikTok Shop asked 17,000 users, 57.8% said they bought directly through the platform after discovering the product there — the full journey, content → discovery → trust → purchase, completed inside one feed session. In Brazil, that model grew 102x in average daily GMV in its first year, on a creator base that grew 46x and live commerce that grew 161x.

Creator content is no longer the top of your funnel. It IS the funnel. But one creator posting one video is a lottery ticket, not a channel.

Inside:
• Which creators to test — the four-type test portfolio (niche micros, customer-creators, live sellers, adjacent natives), waves of 10-20, ranked on sales per 1,000 views
• What content to produce — the demo-as-life, honest review, restock, and the x161 live format, localized not translated
• How to scale posting volume — multiple creator accounts, the variation matrix, the weekly cadence
• How to measure what drives purchases — platform-native attribution, the KPI ladder, the journey stages, and the two dashboard numbers

The feed became the store. Stock it accordingly.