The Reality of Social Commerce: Creators, AI, and What Actually Drives Sales with Bora Mutluoglu
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The Reality of Social Commerce: Creators, AI, and What Actually Drives Sales with Bora Mutluoglu
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In this Coffee Nº5 episode, Lara Schmoisman sits down with Bora Mutluoglu, co-founder of Reacher and Y Combinator alum, to break down the reality of social commerce. Using TikTok Shop as a case study, they explore automation, affiliate strategy, creator relationships, and how AI-generated content is reshaping sustainable growth.
We'll talk about:
- Why the “easy sales” narrative around TikTok Shop is misleading
- How social commerce is maturing into a performance-driven ecosystem
- Why automation tools don’t replace relationship building with creators
- The myth of follower count and what actually drives visibility today
- When large influencers make sense—and when they don’t
For more information, visit Bora's LinkedIn and Instagram
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Also, follow our host Lara Schmoisman on social media:
Instagram: @laraschmoisman
Facebook: @LaraSchmoisman
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