TikTok Shop Masterclass: Lessons from £20M of Spend
TikTok Shop is the most powerful growth levers in DTC right now.
In this episode, Olly and Loukas sit down with Liam Dean, Co-Founder of For You Advertising (the UK’s top TikTok agency who spent £20M on ads in 2024 alone), to unpack the full strategy behind what’s actually working on TikTok Shop right now.
They break down how UK brands are driving millions in GMV through affiliate creators, storytelling-led ads, and TikTok Lives... and how that content is being repurposed into high-performing Meta ads.
From a first-time creator generating £130K in GMV to a brand giving away Lamborghinis to top affiliates, this episode is packed with real data, viral creative analysis, and practical frameworks you can apply today.
What they cover:
1. Why TikTok Shop is the biggest DTC growth channel in 2025 and how brands are winning early
2. How For You Advertising went from a lockdown idea to one of TikTok’s top 6 agency spenders in the UK
3. How affiliates have become the new “sales team” for scaling TikTok Shop
4. The 5 viral creative frameworks driving results and how to repurpose them into Meta-compliant, high-ROAS ads
5. The live formats that convert: from order packing to community-driven tutorials
6. What’s next: AI creators, TikTok One, and the rise of automated affiliate growth
Whether you're an operator at £50K/month or scaling to 8-figures, this is a masterclass in launching, scaling, and sustaining growth on TikTok Shop, without burning margin or missing creative momentum.
+PLUS 🎁 Get the free Creative Resource + Unit Economics Calculator by subscribing to our Youtube Channel and commenting on the video "TIKTOK SHOP CREATIVE" and we'll send it over. 💥
Follow Liam on socials:
Linkedn: https://www.linkedin.com/in/liam-dean-a11a43152/
Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi
Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson
Follow D2C Diaries on socials
TikTok: https://www.tiktok.com/@d2c.diaries
Instagram: https://www.instagram.com/d2c_diaries/
D2C Diaries
Join Olly Hudson and Loukas Hambi in a laid-back yet insightful podcast, where we dive into the heart of D2C and e-commerce. With a combined experience of managing over £150 million in ad spend across Meta and TikTok and helping scale over 200 brands, we bring you a digestible blend of performance, operational, and creative wisdom.
Where can you listen?
