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

We just helped a brand pass $3,000,000/month on TikTok Shop LAST MONTH and it wasn’t luck!!

We’re now ranked as one of the Top 5 TikTok agencies in North America at Social Commerce Club!!

What I've seen is... 

Most brands have no clue what the investment into TikTok Shop ACTUALLY LOOKS LIKE!

They guess when to spend, when to restock, or when they’ll hit break-even.

We don’t guess.

We plan every move using a forecasting system we built in-house. 

It shows exactly:

 📈 When to scale and how fast
 💸 When you’ll hit break-even
 📊 How much to invest in creators, inventory, and ad spend
 ⚙️ When to pull back or double down

That system is the same one we use daily to manage multi-million-dollar TikTok Shop brands.

And now, we’ve decided to make it available to other operators.

If you want the same forecasting tool we use to plan, invest, and measure scale... comment “Forecast” and I’ll DM it to you. 

(must be connected)

Let me know what you think!

Another random day 
Another random screenshot from TikTok Shop at Social Commerce Club 

This is ALL incremental as fas as we can measure!

PLUS HALO 

Once you nail this channel things het WILD 

But... 

You really have to invest in the beginning. 

It's not facebook ads 

The bar to breaking even is higher thann you think. 

I just built a forecasting tool that keeps EVERY SINGLE NUMBER in mind. 

Send me a DM and I'll connect you with my team to walk you through it for your brand to see where break-even happens on platform.

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

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?

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

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!

Here’s how I look at this…

At Social Commerce Club we… 

1. take the highest performing tiktok shop content

2. Offer a percentage of ad spend (capped) to the creator to use their content on Meta 

3. Print brands cash with these ads omnichannel 

This is the 2025 playbook imo

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 ❤️

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Danil Saliukov

Insense.pro

Insense is a creative platform for branded content production & data-driven video optimization. Our global community of 35,000+ vetted creators & influencers delivers cost-efficient video assets in just 5 business days, whilst our advanced tech engine provides paid ads insights for optimizing high performing mobile-first creatives. Our customers have seen 4x reduction in production costs, 3x higher CTR, and up to 12x ROAS.

CEO and Co-Founder

Obvi

Proud investor of the first-ever round with $30M bootstrapped collagen business

Investor

Qiwi

• previously generated 13% of Net Revenue at QIWI ($1B @ NASDAQ): +12% like-for-like growth of Online Games, Social Networks, and e-Content payment businesses
• Managed large accounts: Google, Apple, Valve, EA Games, etc resulting in DCB projects for Google Play,  Digital River, G2A and others
• run marketing activities for EA Origin, Steam, Wargaming, Warthunder and other top companies

Industry Head (Digital Content, Online Games)

ShopPoints

Starcard project:
• Led a sales and partners relations teams of 7 people resulting in over 150 small and medium businesses as a clients (started use Starcard as a own loyalty system)
• Negotiated with Key Accounts on the senior level including KARO Film, Shokoladnitsa, Malina Management Group, Lush, Gap, etc.
• Built sales system: motivation system, proposal, sales materials, SalesForce, servicing tools

Loyalty Systems - a group of companies in digital marketing and lead generation. We help retailers, restaurants and service SMBs acquire customers and improve their LTV. Our key products are Starcard, the fastest growing and damn well client-focused PaaS loyalty solution, and ShopPoints, one the largest Russia's shopping apps.
Included in portfolio of InVenture Partners - http://inventurepartners.com/portfolio/

www.scard.ru
www.shoppoints.ru

Head of Sales

ShopPoints project:
• Initiated and strengthened the partnerships including Puma, New Look, Fashion Galaxy, Paninter, etc.
• Controlled and managed servicing process partners (over 15 top retailers)
• Decreased sales lead time in 2 times (from 3 to 1,5 months)

Loyalty Systems - a group of companies in digital marketing and lead generation. We help retailers, restaurants and service SMBs acquire customers and improve their LTV. Our key products are Starcard, the fastest growing and damn well client-focused PaaS loyalty solution, and ShopPoints, one the largest Russia's shopping apps.

www.scard.ru
www.shoppoints.ru

Business Development manager

AIESEC

• Directed a process of fundraising and positioned a product portfolio resulting in 400,000 EUR of overall projects’ budget through sales in HR, Marketing and PR departments
• Initiated and strengthened the partnerships including PepsiCo, Alfa Bank, Russian Railways, Moscow School of Management SKOLKOVO, Russian Venture Company, Severstal, MTS
• Controlled and managed servicing process congress partners and key speakers (52 persons from 14 countries)
• Led a sales and partners relations teams of 8 people from 5 countries, with a 2 executive direct reports 

64th AIESEC International Congress is project that brought together 800+ young delegates from 110+ countries, 200+ partners and professionals from 40+ countries and 12,000+ virtual delegates, and 3 conferences and 8 events 

Web-site: www.ic2012.ru 
On-line report: http://issuu.com/ic2012russia/docs/ic2012report

CBDO at AIESEC International Congress organizing committee

• Achieved 400% growth in number of companies who interested in foreign professional interns
• Realized internship in Ufa touristic company that connected it with Polish partners
• Created package of legal contracts. Facilitated at regional and local conference as a trainer for sales (more than 100 participants)
• Set international cooperation with Czech Republic, Germany and Poland
• Managed the corporate incoming department with 10+ functional team leaders from 8 cities of Russia

Corporate Exchange Development Director, National Support Team of AIESEC

KII MEDIA GROUP

• Fundraising (50 000 EUR)
• Built development plan resulting with growth of advertising space over 800% during 5 months

CBDO and Co-Founder

Building Insense | Speaking at eCom events | Learning at Reforge

Entrepreneur, marathoner, business developer with over 10 years of successful experience in b2b sales, relationship management in martech and payment industries, start-ups companies and corporate businesses.

Enjoy marathon, surfing, wakesurfing, reading and cooking with his wife.

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