Buyers arrived already knowing Navi’s point of view.

Navi Singh

CEO & Founder, Sohva

Nov 6, 2025

Hot take: creator follower count LITERALLY doesn't matter. When's the last time you visited someone's TikTok profile that's not a brand? Never. Exactly. You're consuming all your content on the For You Page. People see a product on the FYP, tap the tag, and buy without ever visiting a profile. I've seen creators who have under 5,000 followers make $200,000 of GMV a month on TikTok Shop. Brands, stop vetting creators by follower count. Start vetting by performance.

Navi Singh

CEO & Founder, Sohva

Oct 23, 2025

If I had to scale a TikTok Shop brand from $12K to $78K this quarter, these are the EXACT steps I'd follow: 1. Ship product fast with simple Canva briefs. For the creators who skip briefs entirely, try Loom videos to walk them through the product. 2. Stop sending samples to everyone who requests them. My team checks every request because I'm not sending lip gloss to a construction guy whose audience won't convert. 3. Watch creators building content that fits brand guidelines AND creators whose content drives revenue even if it looks rough. I've seen videos with lint on the shirt generate $500K in sales. 4. Don't send another sample to creators who haven't posted, severely missed brand guidelines, or got views with zero revenue. Kill what doesn't work by day 3, not month 3. 5. When you find your winning niche, double down. I launched a laundry detergent, realized moms crushed it, and now 80% of samples go to moms and 20% tests new demographics. Most brands overcomplicate this. Ship smart, track tight, and scale what works.

Navi Singh

CEO & Founder, Sohva

Dec 19, 2025

TikTok didn’t get “saved.” It got restructured. Oracle, Silver Lake, and MGX just agreed to acquire a controlling stake in TikTok’s U.S. operations, with ByteDance stepping back to a minority position. I ALWAYS knew TikTok wasn’t going anywhere. Not because I was hopeful. Because the math never supported a shutdown. You don’t dismantle a platform that sits at the center of creator income, small-business revenue, and U.S. commerce flows. Too many livelihoods depend on it. Too much money moves through it every day. Anyone actually working inside the ecosystem could see this coming. Demand never disappeared and activity never slowed. The platform kept functioning like core infrastructure, not a disposable app. This deal was always the most realistic outcome. U.S. oversight. Clear ownership structure. Data concerns addressed enough to keep commerce running. For brands, this is the signal to stop waiting. The uncertainty excuse is gone and the window for early advantage has already closed for some categories. TikTok Shop isn’t a trend you evaluate anymore. It’s a channel you either build for, or watch competitors scale inside. And that’s been true for a while.

Navi Singh

CEO & Founder, Sohva

Mar 18, 2026

If your TikTok Shop agency talks about scaling before talking about 90 days of testing.... RUN! Most agencies are too scared to tell you TikTok Shop takes 3 to 6 months to see strong results. Here’s what actually happens in those first 90 days: Month 1: You're in cold start mode. You send samples. You get content back. Most of it isn't good. You take it anyway because you need volume. Month 2: You keep going. You don't get picky yet. You build the pipeline. Month 3: Now you have data. Now you can be selective about creators, content quality, and where you put budget behind boosting. The fastest way to kill TikTok Shop success is to demand ROI in month one.

Navi Singh

CEO & Founder, Sohva

Mar 26, 2026

Enterprise brands are losing MILLIONS on TikTok Shop because they’re snobby about creators. I see this constantly, especially with luxury and skincare brands. We approve a creator and immediately get the email: “Why did you approve this person? Their content doesn’t feel on brand.” Meanwhile that same creator drove $500K in TikTok Shop sales last month. But instead of asking why this creator sells, the brand starts asking if they “fit the image.” Legal wants to review. Brand wants to review. Someone asks for a curated creator list. A decision that should take one day suddenly takes three weeks!! TikTok Shop rewards speed and volume, and creators are getting dozens of requests a day. If you hesitate, another brand approves them, ships samples, and gets the video live. So while enterprise teams are protecting brand image, their competitors are collecting the revenue.

Navi Singh

CEO & Founder, Sohva

Mar 30, 2026

A skincare brand came to Sohva with zero revenue on TikTok Shop. Here's the exact playbook we used to take them to $10K+ monthly GMV in under 90 days: Step 1: Seed before you scale. December was a foundation month: 731 videos seeded and 564 LIVE streams. No pressure on revenue yet. The goal was discoverability. We flooded the platform with content so the algorithm could figure out who the buyer was before we pushed volume. It worked. 87.8% of December GMV came from product card discovery. People were finding the product because content was already everywhere. Step 2: Ramp the pipeline. In January we ramped the sample pipeline and shipped 2,500 samples. Because creators were properly vetted, they posted more than once, and we got 2,662 pieces of content back. More content means more surface area for the algorithm to find the right buyer. This worked too. Affiliate GMV went up 960%, video GMV went up 1,877%, and average daily creators with sales jumped 300%. Step 3: Follow what's converting. By February, video was driving 64.1% of all GMV. That's where we doubled down. LIVE was still early with real upside, so we kept building there in parallel. Result: the brand nearly matched their full January GMV in the first 17 days of February alone. The system compounds when you build it in the right order. If you want this built for your brand, let's talk. Full case study linked here: https://lnkd.in/gHaeVSzj