Coffee N° 5 with Lara Schmoisman
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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