Ecom with Jon

I write stuff here: www.jonivanco.com/newsletter

I talk about ecommerce, call out the bullshit, and use data to back up my opinions.

Founder

Formtoro

We're building out a new category of signups that allow for live data collection that are aligned with the modern customer journey. We're huge fans of building experiences that benefit both the customer and the company to reduce guessing.

More at formtoro.com

Co-Founder

Boon Road

boon
/bo͞on/ (noun)
1. a thing that is helpful or beneficial
road
/rōd/ (noun)
 1. a wide way leading from one place to another
 2. a series of events or a course of action that will lead to a particular outcome

Parent Company to Formtoro.

LatticeWork

Direct support to the CMO and CEO. Tasked with working internally with various teams to streamline communication, product road map, and go to market strategy.

Latticework is envisioning the future of data privacy.

CX Advisor

Cryptopal

Advertising is changing, blockchain is taking over and adblockers now rule the internet.

It's time to make the experience a bit more personal without sacrificing consumer privacy.

Strategic Advisor

LIFX

Redefined efficiency across our support team.

Developed end-to-end self help flows that resulted in greater than 70% reduction in tickets.

Aggregated data from all tickets to understand trends and provide feedback to design and engineering team to integrate into the product and apps.

Introduced non-standard KPIs to track progress across the Support Team, Engineering Team, Sales, and other teams correlating Support with value add.

Consistently use best in practice information delivery to create customer experiences that get results and better help internal teams to process the information as it comes in and react and inform customers in a more timely manner.

Achieved a 0 new ticket balance at a rate of 100% outside of holiday periods and greater than 92% overall including holiday periods.

Director of Customer Experience

Successfully launched 10+ products over 2.5 years across 80 countries.

Partnerships with Apple, Google, and Amazon through co-marketing efforts and branded integrations lead to continued growth into new regions and across the whole of the Smart Home Market.

Experience working with strategy, roll-out, and other positioning to fuel continued growth in an increasingly competitive industry.

Played a key role in increasing revenue by double digit multipliers, consistently.

Director of Product Marketing, Partnerships, and PR

AffinityLive

- Second sales hire at emerging startup in workplace automation space
- Demoed and engaged with customers of all sizes sub 5 to more than 2000 employees
- Cross functional role, account executive, solutions consultant, and sales engineer from trial request to close with some implementation throughout
- Proficient and expert level in our complex and expansive platform encompassing four areas: Sales, Project Management, Service Desk, and Retainers
- Operationally, worked to refine sales process, build tools, and video library to connect with customers at all hours including implementing extensive automation via triggers
- Closed in excess of 20 account multiple months with average sales cycle of 45 days
- Received more than 6000 page views on video library where I recorded more than 140 videos
- Consistently went above and beyond for clients on six continents and multiple time zones
- Worked with marketing on content development and outreach
- Assisted customer service with escalated calls

Solutions Consultant/Account Executive

RGI Consultants

•	Small business consultant to numerous startup and technology companies as well as non-profits
•	Integrated within organizations to learn product, company culture, and goals
•	Prioritized goal structure and built out roadmaps for accomplishment
•	Evaluated the strengths of team members, worked with management to better delegate and direct their workflow to promote improved organization through lean process methodology
•	Introduced collaboration tools to improve communication between employees
•	Created surveys and outreach to understand customer and client needs
•	Designed sales plans and evaluated effectiveness of current materials
•	A/B testing of sales and marketing materials to increase effectiveness
•	Advised on the implementation of new technologies to improve efficiency
•	Trained, supervised, and taught new staff through presentations and on the job learning
•	Analyzed market trends and created a plans recommending adjustment
•	Tracked financial modeling to ensure that targets were met and productivity was improving
•	Created and facilitated proposed expansion into new markets through presentations and lectures to business owners on behalf of clients
•	Advised on social media creation and content to assist clients in gaining web presence and connecting with their customers
•	Evaluated existing procedure and wrote protocol for better information management
•	Familiar with process, activities and tools (DMAIC) utilized in lean process efforts

Small Business Consultant

UCSF Medical Center

•	Experience in high volume, fast paced, team oriented healthcare environment with staff that exceeded twenty people in one unit.
•	Handled in excess of two hundred and fifty phone calls daily while multitasking in other departmental duties including assisting Neurologists and Neurosurgeons with transcription of medical orders and prescribed therapy.
•	Proficient in medical terminology and medical procedure terminology with knowledge in scheduling hospital procedures and tests.
•	Experience working with automated purchasing and materials management system and other computer based programs and office hardware.

Hospital Unit Service Coordinator III

Formtoro.com - Zero Party Data Ecommerce Strategy

Helping ecommerce companies understand the difference between a Customer Journey and Company Journey.

We're changing the future of eCommerce one company at a time through quantitative and qualitative data.

Always up for a chat about the industry: calendly.com/jonivanco

You should sign up for my newsletter at www.jonivanco.com/newsletter that's where I drop all my hot takes.

I love zero party data and data analytics and a good debate around them.

🏌🏼‍♂️Jon Ivanco

Jordan West

E-Com Investor & Podcast Host | Multiple Exits| Avid Golfer, Biker + Hiker | Dad Of 3 | CEO + CMO | Mastermind Host

My Journey 
When I was 23 I decided to buy a Taco Del Mar restaurant... I knew I had made a huge mistake at 2pm the first day when only 3 customers had walked in... (and two of them were my parents haha) 
For 5 years I worked hard to grow sales every way I could think of and in the end, tripled our revenue which still didn't seem to matter on the profit side. (I lost a lot of money 💰)

The one thing that I seemed to be the best at in the restaurant endeavor was marketing and getting people in the door. 

Fast forward to 2014 when my wonderful wife Carmen (definitely my better half) started a modest baby clothing line and was selling at craft markets. 

I asked if I could test running a few ads on Facebook... and the rest is history. I learned every up-and-coming strategy and tactic and helped grow the small start-up to a multi-million dollar company and still growing!

Since then we have acquired multiple DTC brands and have built an agency (upGrowth Commerce) to service our brands as well as others who are in a similar situation to us!

In 2019 we started the podcast "secrets to scaling your e-commerce brand" which is now in the top 50 business/marketing podcasts in multiple countries including Canada and the United States.

I love connecting with people, so please connect. (I do have a no a**holes policy though, so don't connect if that's you.) 

I talk all about scaling businesses using paid ads on “Secrets To Scaling Your E-Commerce Brand”.

Chief Executive Officer

I want to be clear 🫠 
These daily random TikTok Shop GMV MAX screenshots that I share are from ADS driven results ONLY 🤩 

This doesn't include organic affiliate driven content 

I feel like the guy in 2015 trying to tell his friends that Facebook ads work (I was that guy lol) while the majoirty of people were waiting...

I realize that if you haven't gone HARD on TikTok shop you won't be able to to before BFCM 

But... 2026 will be the BIGGEST SHIFT into social commerce that we have seen. 

As AI content becomes more prevalent, HUMANS will crave human connection 

Which is why I believe that LIVE SHOPPING + Afilliate driven content will be the two biggest levers any brand can add to their arsensal. 

So what is my recomendation for bransnds in 2026? 

1. Talk to my team NOW to get in line at Social Commerce Club
2. If you can't afford us... I'll send you recommendations for cheaper agencies
3. If you're just trying to dip your toes in the water of TikTok shop join my skool group here https://lnkd.in/gMAu-gDZ

And the majority of brands still think this is a channel for cheap junk and discounts 🫤🤦‍♂️

Insane numbers for. Channel that’s barely 2 years old. 

Share this with brands who are sleeping on TikTok shop 

Also… if you’re looking at how to launch talk to my team at Social Commerce Club 🤷‍♂️🔥

graphical user interface, text, application, chat or text message

2026 Prediction (that most of you don't want to hear)

The social media platforms that WILL thrive will BAN AI CONTENT. 

No one wants it. (deep down) 

Users are spending less time on platform. (and it's GARBAGE)

I talked to someone high at up at a social media platform we all know and love the other day and they told me something INSANE. 

They are completely deprioritizing the majority of AI content in the feed because users are spending less time on platform. 

Humans want to interact with humans. 

I am going HARD on all things human in 2026. More connection. More IRL. 

Thoughts?

Me: “If you had one controversial take on what brands get wrong on TikTok Shop… what is it?”
Zohaib Rattu 🤳: “Over-subsidizing their products.”

Me: “Not could be cannibalizing your other channels… you ARE.”

That moment hit hard!!!

Because here’s what a lot of brands are doing right now:

They take their main hero SKU
Sell it full price everywhere else

Then make it stupid cheap on TikTok Shop “just to get sales” + get momentum

And then they’re shocked when

Amazon flatlines

TOTAL MER blows up

Retail partners start asking questions
TikTok didn’t break your unit economics.

You did!!

The way I think about TikTok Shop:

It’s the only channel that will pay you (even breakeven) to give you insane impressions.
If you even make $1 profit there

And you’re getting a $30 CPM worth of awareness for free
You’re winning.

The problem...

Most brands aren’t tracking the halo.
So they see “low-margin TikTok orders”

Instead of “cheap reach that lifts Amazon / Shopify / retail”.

If I were rebuilding your TikTok Shop strategy from scratch, I’d do 3 things:

1️⃣ Protect the hero
 
No more “fire sale” pricing on the SKU that drives your brand.
 Use:

 – Smaller bundles
 – Trial sizes
 – TikTok-only variants
 
And keep price architecture consistent across channels.

2️⃣ Define your blended model
 
Decide up front:
 – What MER are you happy with including TikTok
 – How you’ll measure halo (Amazon, Shopify, retail lift)
 – What CPM you’re effectively getting from organic + creator content

If TikTok is breakeven but blended MER is up and CPMs are down… keep going.

3️⃣ Make TikTok the awareness engine, not the profit center (at first) 
 
Creators get you reach.
 
Reach fills retargeting pools on Meta, Google, Amazon, retail.
 
Your job is to:

 – Seed a ton of creators
 – Let TikTok Shop break even
 – Harvest the profit off-platform

TikTok Shop doesn’t have to be “super profitable”. (at first)

It has to be super scalable.

Curious where you’re at...
 Are you still discounting your main hero SKU heavily on TikTok Shop? 

Or have you already pulled that back?

You’re talented?
Great! Let me tell you what matters more… 
And why talent is the thing that I look for last 👇👇 

Are you complainer? 
Are you a victim?
Do you not have a growth mindset?
Can you not take criticism?
Do you have a fragile Ego? 
Is it everything everybody else’s fault?


 if you answered, yes to any of the above, I don’t want you in any of my organizations.

If you are thinking to yourself, oh man, I have these people in my organization… do everything in your power to first coach and correct, but most likely you need to remove them. 

It’s incredible What will happen when you do! 

Anyone else with me?

Read the post below and I hope this sinks in for anyone who is in e-commerce...
EVERYTHING IS CHANGING 🫠 👇 

This same brand had 22K affiliate videos that they were tagged in on TikTok Shop alone... 

So how do you it? 

reators need conditions that make posting profitable, easy, and fun.
Here’s the simple checklist that makes creators post over and over again 👇

1. A Creator-Friendly Offer

If the economics suck, creators won’t post.
Free shipping (non-negotiable)
Strong commission ($4.50–$5+ per order is the mental target)
No “ad commission penalty”
Price that converts (or TikTok-only bundles to justify value)

2. A Product That’s Easy to Sell on Video

Creators ask themselves:
“Can I think of 10 hooks for this in 10 seconds?”
They need:
A clear problem/benefit to talk about
Something DIFFERENT vs. 10 lookalike offers
A “why now” (flash sale, seasonality, trend)
Good packaging that looks great on camera
Content they can repurpose to Amazon/Instagram/YouTube

3. Extremely Simple Info (No Homework)

High-volume creators DO NOT want long briefs.
Give them:

A 1-page product card
4–7 key selling points
2–3 angle ideas
Compliance notes (if needed)

NOT:

10-page decks
Shot lists
Forced scripts

4. A Relationship That Feels Long-Term

Creators post more when they feel like partners, not gig workers.
This means:
Transparent commission (no surprises)
Insight into upcoming drops & promos
Human communication
Fast responses
Reliable customer experience (so they don’t get angry DMs)

5. Operational Ease

Creators go hard when it’s frictionless to work with you.
They need:
Fast sample shipping
Inventory that won’t sell out for weeks
Freedom to create in their style
New angles, ideas, and seasonal hooks
Optional contests (GMV, most posts, best angle)

6. Outreach That Actually Gets Opened

Bad outreach:
 We love your content 🤩 want to collab?”

Good outreach:
Start with the problem their audience has
Then the benefit
Then the commission + free shipping
Then why your product is unique
Then how easy you make it for them to test

7. The Simplest ‘Will Creators Hammer This Product?’ Checklist

If you can check most of these, creators will post like crazy:
Free shipping
Strong & stable commission
Clear problem solved
Unique angle
Great product card
Simple outreach
Good packaging
Solid inventory
No shady term changes
Steady stream of new angles/promos

Thoughts? Share this with a brand friend who needs to know!

Why am I obsessed with TikTok Shop for brands in 2026? 

Look below. 

This is the halo. 

A brand that had zero searches on platform now is on track for 2 millionish a month. 

This is DEMAND GEN. 

This is the way. 

Send this post to a brand that needs to scale on TikTok Shop!

WOW - the reception on episode 1 of the Social Commerce Club podcast has been WILD! 

Here's what we covered in our FIRST episode (and why you HAVE TO LISTEN if you're thinking about diving into social commerce!)

• Brands doing 3,000% live GMV on TikTok Shop
• The plan to be live 24/7 in 2025
• Why faceless brands (Nike, Lulu, etc.) are getting smoked by creator-led brands
• Jake Paul, Bieber, MrBeast... and the actual playbook they’re running!! (this will surprise you) 
• In an AI world, why “human-made” and live video become the premium

Also... how one of my strategists went viral on Instagram for the most INSANE THING! 

Listen here! 

https://lnkd.in/giVMbQkY

I accept basically every connection request… because why not? 
I’ll tell why not 😆👇👇

5 messages in 5 days and the last one is usually always some guilt ridden message about me standing someone up 

Just because I accepted your invite, doesn’t mean I want your messages ha ha ha!

Connectors… Beware 

Anyone else?

Big ask LinkedIn 🙏
We’re looking for a head of live shopping at Social Commerce Club 

Will be insane growth over the next 5 years 

Maybe one of the biggest ops that I can think of TBH 

Will be sooooooo much work

But you will help us build something HUGE! 

NA based only 

Message me if you think it’s you. 

This role will report directly to the CEO btw

No matter the level of business that I have got to…

This is ALWAYS true. 

Anyone else? 🤷‍♂️

graphical user interface, text, application

Look at your feed right now!! (after you read my post obvs) haha 

LinkedIn carousels with the same AI font, same structure

X threads that all start with “10 game-changing lessons from…”

Instagram posts that feel like ChatGPT dressed in Canva (i lovev canva lol)

We’re about to hit peak AI slop.

When everything is optimized, nothing is interesting.

Here’s what I think happens next in my mind. 

1️⃣ Platforms crack down

Meta and TikTok already have detection models for synthetic content.
First step: “This is AI-generated” labels.
Next step: deprioritizing that content in the feed.

2️⃣ A “human-only” mode emerges (or a while PLATFORM) 

Whether it’s a new platform or a tab inside existing ones, there will be a place where:
AI content is banned or heavily filtered (or you can opt-out)
Human-created posts get preference
The cost of creating (time, effort) becomes a feature, not a bug

3️⃣ Audiences will pay more attention to humans

When every other post is generated, a founder talking into their iPhone, stumbling through their words, will win attention.
Founders: this is your edge.

Write your own posts (even if they’re NOT perfect - in fact imperfection wins IMO)

Speak your own thoughts (even if they’re rough)

Show your face, your kids, your messy whiteboard

AI can help you research and sharpen.
But don’t let it replace you!!! (becuase it wants to!!) 

The more synthetic + fake the internet gets, the more valuable authenticity becomes. 

BE YOURSELF - btw that's human me hiking my daily trail in the snow being as authentic as I can. 

Like our swaG??

I know I announced this recently, but I wanted to really break it down for you all.
We’ve made a big move at Social Commerce Club that most people don't realize! 

👉 Parker Kump has stepped into the role of CEO.
👉 I’ve moved into President + Chief Visionary Officer.

My role as Founder & Owner hasn’t changed! 

If anything, I’m more involved... just in the lane where I create the most value: vision, bar-setting, and finding new angles on the social commerce + ecom market.

This shift isn’t a change in how we actually operate day to day tbh... 

It’s a recognition of the role Parker’s already been playing, AND it’s a huge part of how we’re going to scale from here. (and have been scaling since he stepped into this role informally 3 months ago! 

In EOS, they talk about the ideal pairing of the Visionary and the Integrator. (if you aren't familiar go read traction and/or rocketfuel) 

That’s us (and I have finally found my integrator lol!) 

Visionary (me): pattern-spotter, idea machine, obsessed with where the market is going next, constantly raising the bar and starting “just one more” fire. (ya my team loves that... lol)

Integrator (Parker): brings structure, focus, and follow-through. He turns chaos into clarity, runs the business, manages the team, and makes sure the trains don’t just run… they run on time and healthily. 

Parker is my Integrator.

When I decided to acquire Tuff Media, it was because I knew exactly who he was for me:

Parker is the Warren Buffett to my Charlie Munger.

Different roles. Same philosophy. Unfair advantage together.

What’s happened since we locked in this partnership?

93% of Social Commerce Club clients are hitting or exceeding their revenue targets.

We’ve built the structure and leadership to triple as an organization.

We’re on track to drive $1B in GMV through social commerce for brands over the next 3 years.

Internally, this move has been insane (in the best way):

Parker challenges every assumption and every dollar.

He protects the team and the roadmap from my “10 new ideas before breakfast”… and then forces us to execute the right ones.

He’s raised the operational bar across the board and turned SCC from “fast-moving agency” into “fast-moving company with real leadership and systems.”

And for me?

I’m still in the trenches at SCC, (don't worry) just focused where I’m most dangerous (in a good way):

Vision and strategy

Big bets and partnerships

New ways to look at social commerce and what’s possible for brands

Setting the standard for how we show up in the market
This CEO / CVO split gives us the foundation we need for a more ambitious Social Commerce Club - more impact for brands, more innovation in social commerce, and more opportunity for our team.

I’ve never been more excited about where we’re headed... 

and I’m having the most fun of my career operating in full-on Visionary mode!!

Yes yes yes 

We have been thinking more about what this role looks like from the agency perspective.

How we train fast

Who’s base knowledge makes them a good fit etc. 

And I will tell you what I know. 

99% of people don’t get it. 

They haven’t had the paradigm shift yet. 

It’s a new muscle 

It’s a new way of thinking. 

Working with creators is HARD! 

They don’t perform like ads do 😆

But this role is really big in terms of impact and responsibility 

Seems like more brands are catching on. 

But tbh I still feel like guy in 2014 telling their friends to invest as much as they can into Facebook ads and they laugh at me 🤷‍♂️🫤 when it comes to how big social commerce really is going to be!

Yesterday I was driving with my son who’s 6… 

We saw a bunch of billboards and he was asking about the messages on each

It reminded me of the classic Tim Ferris question… so I decided to ask him

“If you could put one message on a Billboard, what would it be?” 

He took about 3 seconds and said 

“My message would be “I love you””

This kid gets it ❤️

No alternative text description for this image

Well… The cat is out of the bag and let me tell you the initial tech that was built is an absolute dream to build Halo off of! So so so excited for you all to see this coming up!

Big kudos to this team below for bringing the product to where it is right now 🙌🏻🙌🏻👇

Co-Founder & Former CPO @ Roasberry (Exitted - now GrowHalo)

Hey everyone, its been a minute. Today I am filled with great pride and bittersweet happiness as I part ways with Roasberry, my first start-up. After two incredible years, we have officially been acquired by Social Commerce Club - the no. 1 omnichannel social commerce agency in the world.

The last two years have been nothing short of extraordinary. I’ve had the privilege of learning, building, and growing alongside some of the most talented and generous people I’ve ever met. Mehmet Can Ilker, Adnan Çobanoğlu,  Modou Cham, İlayda Kaya, Metehan Karaşahinoğlu, Ertan Can Güner, Derin İlbaş, Doğa İmren, İlayda T., Rıza Semih Koca, and everyone who played a part — you have my deepest admiration. I’m endlessly grateful for the things I’ve learned from you and with you.

Roasberry will also be rebranded, continuing its operations as GrowHalo under SCC’s governance. I am confident that what we built will reach greater heights and help more ecommerce businesses around the globe.

To everyone who supported us — whether you used our product, recommended it, shared feedback, or simply liked a post — thank you. You are genuinely appreciated.

I just want to say if you want to start a business or try out that idea you had for a while; I can’t guarantee what will happen but I can guarantee you will have a blast regardless of the outcome. And that will be worth it.

taplio

The Battle

🏌🏼‍♂️Jon Ivanco

Jordan West

Followers

Posts

Engagements

Likes

Performance ScoreJordan West's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

🏌🏼‍♂️Jon Ivanco

Jordan West

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jordan West's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJordan West's LinkedIn Performance