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 will die on this hill 👇👇
Going on vacay next week.

Will not check slack.
Will not be online 
Will not check emails.
Will be present with my fam 
Will have more impactful ideas etc than ever 
Will come back ready to know what to work on for max impact 

Why? 

I have a team that handles everything. 
Because that is true freedom and leverage.

Just sayin Oliver 😆❤️🤷‍♂️

If you’re on TikTok Shop and you don’t use Reacher you are playing on hard mode!! 

But first a story… 

Last month I was in Vegas for business

 Bora Mutluoğlu and Jerry Qian flew out separately from SD and SF just for the night. 

Took me out for dinner. 
Hung out all night. 
Just because. 

I am so proud to have been their advisor. 

They will surpass any business success I’ve ever had very shortly. 

This is what I live for. 

So back to Reacher 

They have built every single feature I have asked for to build creator communities on TikTok Shop and beyond for brands. 

They are the obvious outreach tool for every brand (and it’s not even close) 

If I were a competitor I would just quit tbh 😆🤷‍♂️

They are on another plane. 

This isn’t sponsored - except maybe a friendship sponsor lol! 

Anyway just wanted the world of LinkedIn to know how much I appreciate these guys! 

I will bet on whatever they do in the future.

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This is wild 👇🔥🔥
We have an internal channel at Social Commerce Club when new clients partner with us…

No word of a lie - that channel has been pinging at least 3-4x per week for the last couple of months.

Needless to say… we continue to hire 😆🤷‍♂️

This is super important for every single brand wanting to launch TikTok Shop  in 2026. 👇

If an agency tells you that you’ll be profitable in the first three months… 

RUN!!! 

Your goal in the first three months is…

1. Build the muscle 
2. Build a creator community 
3. Build momentum

That’s it! 

But… once you get momentum you’ll start seeing insane traction. 

And that’s when it gets fun! 

Thats what my team at Social Commerce Club loves for!!

2025 year in review (this will be juicy 😆🙌🏻) 
Highlights first (in order of importance) 👇

1. 4th baby arrived (me pictured trying to remember how to hold a new born ❤️) 

2. Acquired TUFF Media - unreal founder in Parker Kump and incredible team! Made Parker CEO (he’s a way better day to day operator than me)

3. Worked and scaled over 100 brands at Social Commerce Club - became one of the top 5 “gold status” TikTok Shop agencies in NA. 

We Should be the only platinum in Jan.

4. Founder/CEO Advising - worked one on one with 13 founders - mostly SAAS. 5 exits, 3 got into accelerators. (I’m waitlisting founders for this year btw - DM me if interested)

5. Acquired Roasberry to become Halo - the first omni channel decision engine for DTC brands (launching soon) 

6. Socials - over 10 million impressions between LinkedIn, X, YouTube etc 

7. Health (should have put this second but I’m typing and well…) 

Continued to not drink (highest leverage move and it’s not even close) 

Installed a “daily hike” into my work day - best new habit. 

Read/listened to over 50 books.

8. YouTube/podcasts - was only on 10 external podcasts (need to change that this year) 

Published 40 YouTube videos + 52 podcasts of Secrets To Scaling Your E-commerce Brand 

9. Friends (this should have been 3rd lol) 

Moved cuties 4 hours away and intentionally have made some amazing friendships even at 39! 

We’ve hosted at our house least 20 times since we’ve moved and made a lot of ribs and brisket!! 

Lowlights

1. Said yes too much that took away from my main goals.

2. Didn’t spend enough time one on one time with my kids. 

3. Worked too much on things that didn’t matter to ME. 

4. Made some poor cultural hiring decisions that I had to walk back (read fire) 🔥 

Ok that’s it! 

What was your 2025 highlight?

I’m going to be honest 😢
In Aug… we were churning a lot of clients and not hitting expectations…

September we made some Big personnel decisions and it changed everything!! (Not like things were terrible before) 

Seeing my Social Commerce Club team working at this level makes me realize that they ARE the number one world class team for TikTok shop IMO 

Oh also… Parker Kump taking over as CEO has helped too!! 😆🤷‍♂️

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“How should I think about sampling on TikTok Shop?” 👇 
We get this question from brands at Social Commerce Club constantly…

So... Here’s the framework we use. (probably save this one) 🔥 

Step 1: Stop treating sampling like a checklist
It’s not…

It’s an investment decision!! 👏 

Step 2: Use metrics as inputs

Not gates.

Yes, we look at…

→ Recent GMV
→ Post rate
→ Content quality
→ TikTok signals

Step 3: Zoom out and get the full context

Creator-side questions: (here's where the gold is people!!)

→ Is their content good enough to sell anything
→ Do they post like it’s a job… or like it’s a hobby
→ How long have they been on the platform
→ Do they engage in the community
→ Is there an obvious use case for the product
→ Does the page feel like someone who “gets it”

Brand-side questions

→ What’s the goal (GMV max vs brand control - this is something we contantly need to think about with the types ad size of brands we work with at Social Commerce Club)
→ What’s the sampling budget + volume we aligned on
→ Do unit economics work (COGS, shipping, margin)
→ Do we have inventory to support this
→ Does the category fit their audience
→ How aggressive does the brand want to be

Step 4: Make the bet

Every product we send is an investment!!!
We place it where it has the highest chance of creating real value…

Now (performance)
Or later (relationship)

And if you’re unsure…

That’s normal.

Pull someone in.

Pressure test it!

I hope that helps... questions?

Last month... I found an INSANE stat about TikTok Shop creators that EVERY brand needs to understand before going HARD on the platform. 👇 

1. there are OVER 3.5 million creators signed up on tiktok shop

2. Here's the part that will blow your mind... 

Of those 3.5 million creators... 

less than 50K of them produce more than 1k of GMV (sales) a month. (thanks to Bora Mutluoğlu and Reacher for the numbers btw)

First... I have been saying this for the last 2 years. 

There are so few AMAZING creators. 

Second - your job as a brand is to find these creators and keep them happy and working for your brand. 

We've known this as the case at Social Commerce Club for the past 2 years and built an INSANELY high performing network. (that we plug new brands into from day 1) 

The next thought I have is around strategy if you can't get those creators to pay attention. 

This isn't something that I talk about that often TBH. 

BUILD YOUR BRAND CONTENT on your TikTok page 

Seriously. 

Get someone fulltime to crank out at least 10 videos a day. (stay away from fully AI btw - TikTok is deprioritizing that right now) 

Look at your competitors top performing content creators on @FastMoss and use those videos as inspo for your brand. 

Am I saying don't work with affilaites?? 

No not at all! 

Affilaites are so important to your overall strategy. 

What I AM SAYING is... 

Control what you can at first. 

And you can control your own brand content and how much you put out daily. 

So do that. 

Know a brand thinking of launching on TikTok Shop in 2026? 

Send them this post - it may help them understand the platform that much better!

Off to Hawaii for the week. 
Any post you see from me this week was prescheduled. 😆🤷‍♂️🙌🏻

Will be turning off any work all week…

Why? 

Because time away breeds creativity and productivity.

I’ve said it before… if you can’t take a week away from your business… 

You don’t have a business.

You have an underpaid 24/7 job. 

Btw… my thoughts on this yesterday hit a nerve 😆🙌🏻- go back to my profile and read the comments 🤦‍♂️

THIS IS A JOB POST FOR Social Commerce Club 🔥 
The more TikTok Shop agencies appear on the scene... the more I realize that 99.9% of them just don't get it. (or the broader market)

This is a great opportunity for us at Social Commerce Club - but also really sucks for the broader DTC community trying to enter the channel! 

The ONLY THING I THINK ABOUT DAILY is on increasing capacity (because as you know... demand is not our problem! 

And to do that... we need people to join us that RAISE THE BAR (not just meet it which generally weeds out 99% of people) 

So... we are hiring for the role of "social commerce strategist" 

What is it? 

You work directly in between our brand partners and our creator community. 
You help BIG brands enter the social commerce world on Tiktok shop driving both massive AWARENESS but also massive amounts of net new customers and revenue. 

Who are you? 

your friends call you "tenancious" "can learn anything" "won't settle for good enough" "can take on any challenge" "methodical is getting results" 

What have you done in the past? 

Titles may have looked like "brand strategist" "growth strategists" "director of ecomm" etc. 

If that's you... I'm going to tag in Klaryssa Pangilinan, CPHR 

1. Connect with her. 
2. Tell her that Jordan West said you should message. 
3. Tell her why you would be a fit for Social Commerce Club
4. Let's goooooooo 

Also would love a share and tag anyone you know may be a fit (ps... the best usually already have a job)

What’s up with That smile? 
Well let me tell you… 👇

A few things 

1. Social Commerce Club is going to be the biggest TikTok Shop agency in NA this year 

2. I have an amazing leadership team and CEO at SCC 

3. I love doing what I do on a daily basis 

4. I get to work with some of the biggest brands in the world. 

5. I am launching the biggest disruptive tool for brands since iOS 14.5 

6. I love my life 

That’s why I’m smiling … but tbh I would be smiling if everything was in shambles too - it’s a skill 😆🤷‍♂️

I have a confession LinkedIn…
This time last year…

I hired…

A ghost writer! 😆😢🤞

And you know what? 

They wrote better than me. 

They got better engagement. 

They saved me time!! 

But you know what?? 

After 2 months… it felt kinda weird. 

It wasn’t me.

I missed the habit of writing every day. I felt less articulate. 

Same thing with experimenting with AI 🤖 content. 

Sure - it works ish - but it’s not me. 

And I LOVE articulating ideas. 

I had lost my voice. 

So I went back to writing daily and let me tell you… best decision ever!! 

It’s not for everyone - I get it. But it’s for me!! 

Anyone else gone through this??

TikTok shop growth is hard. I want to break down EXACTLY how to do it in 2026 for any brand.

Hot take for 2026 👇

AI is better than you at UGC 

But… I don’t think it matters. 

Why? 

It’s not real.

It may work for a short time… but in the end, humans want humans. 

We love watching each other struggle and overcome. 
 
The messiness - the pain. 

It’s built in. 

One of my biggest takes is that AI content will be completely deprioritized in 2026 - because people are spending less time online as a result. 

Thoughts?

🔥 2026 predictions (you may not want to read these if you don’t like change e-commerce brands)

1. AI UGC on social media will be almost completely deprioritized and companies that make AI UGC will struggle (plus there will be some big consumer lawsuits similar to to ADA level lawsuits IMO) 

Also as an aside AI written content here on LI will be deprioritized (we all hope lol) 😂 

2. 95% of enterprise brands (read household names… not DTC darlings though some may take it more seriously before it’s too late) will enter TikTok Shop in some form. 

This one is interesting because I obviously have a lot of insider knowledge at Social Commerce Club and it’s wild. 

3. The Ads that work on paid social will HAVE to be proven out on organic social first. Brands will return to organic first (again why I am obsessed with TTS) 

4. Organic Facebook reach is back baby!! Post at least 2 reels a day! 

5. MTA as a measurement system will die and more wholeistic measurements will take its place (read halo etc) 

6. Meta and TikTok will demand even more creative in their pursuit of personalized ads. (Hmmm where can a brand get thousands of videos to use across channels???) 

7. Agentic commerce will push 30% of referrals for big brands on DTC (get ready for the bots folks) 

8. Social Commerce Club will be the only platinum partner on TikTok Shop and triple in size this year and I AM here for it!! 

What did I miss??

BRANDS!!! DON'T GO ON TIKTOK SHOP! 
YES YOU HEARD ME RIGHT! 

Until you have this in place... (yes I hate the hook I just did too lol!) 

1. Your fulfillment needs to BE dialled. If you start out and don't have this (the most overlooked part of TT shop) dialed you will get penalized and in a HUGE WAY! 

Like one of my old mentors says "it's all in the set-up" 

Having your back-of-house operations right from day one...

shipping, returns, SLAs, and stock sync—is non-negotiable. 

TT Shop doesn’t care if you’re learning. 

Miss your fulfillment window? You’re getting flagged! 

2. Your listings need to sell WITHOUT a scroll.
 
Clear titles (keyword-optimized, benefit-led).
5+ high-res images.
500+ character descriptions that SELL.

This is your storefront. Optimize it like your life depends on it.

3. You need a bulletproof creator outreach + content system.
 
One-off creator outreach is NOT a strategy.
 
You need:

A CRM to manage collabs.

My number one recommendation (and it's not even close) is Reacher 
Automated follow-ups.
spark ads collection 
etc etc 

Ps - think minimum 200 samples a month for the first 3 months. 

Remember top TikTok Shop creators are the 80/20 of the 80/20!

3 things in life and business that matter WAY MORE than money 💰👇

1. Autonomy - I would take freedom over money basically any day - your time is so much more valuable than you treat it. 

2. Friendship - there’s a crazy stat about males in their 30s and the lack of friends most people have. 

I have felt this in the past but made a concerted effort to push against it! 

3. Who you work with (and why the pic of Parker Kump) 

At Social Commerce Club I have one person that reports to me - Parker. That’s it. 

And TBH he is above my level - pushes me daily and is just a blast to work with. 

I’ve had partners in the past that aren’t at the same level and it is painful. 

If that’s you and a partner - you need to have the hard conversation NOW - it doesn’t get better. ❤️‍🩹 

I will never again work with someone I don’t enjoy and isn’t at my level or above (that included advisory clients) 

Life is too short. 

Btw… do the above and you’ll probably have more than enough money 🤷‍♂️

Ok what’s your thing that’s more valuable than money?

Brands sleeping on TikTok Shop…
Here’s what you need to understand 👇 

1. This is a legitimate channel for legitimate brands. (we should know at Social Commerce Club)

2. 2 out of the top 3 products AOV is above $200 (so you can't see it's just for cheap junk) 

3. Social commerce is the future 

Live shopping 
Creator driven commerce 
Affiliate style commissions 

If you’re on the fence… 

This is your sign

A brand we work with had over 20k affiliate  videos in November alone 👇

There are levels to this stuff on TikTok Shop guys! 

My biggest concern is the lack of amazing agencies out there to fill the massive need. 

I am still wanting to launch a way to help agencies understand how to run this service - DM me if you’re interested or want to know more (also for all of you who have dmed me do it again to get to the top of my inbox lol)

Was off my phone for a week 
No LinkedIn 🔥🔥🔥
Had 37 DMs waiting for me…

3 were from people not pitching me and that I needed to respond to 

What has happened to LinkedIn??

Converting DTC eCom Poverty into Profit 💰 $50M+ in Revenue | Meta, Google & Paid Ads Architect

Focused on impact & mastery.

Check my posts to find out more.

Felix Dragoi 🔥

Starting an agency is easy
That’s exactly why there are so many bad ones

Low barrier to entry means anyone can start
Little experience
No systems
No real understanding of the work

Here’s what actually separates the good from the noise:

1️⃣ Entry is cheap, competence isn’t

You can launch with almost no money

But learning fulfillment takes time and reps

Most people skip that part

2️⃣ Outreach is free, effort is not

DMs and LinkedIn cost $0

But personalization, follow ups, and patience do

That’s where most quit

3️⃣ Fulfillment is the real bottleneck

Getting a client is one thing

Keeping them and delivering results is another

That’s where agencies actually die

Agencies are easy to start
Hard to do properly

PS: I break this down fully in the new YouTube video
Link in comments 🔗

I Help eCom Brands with Paid Media 💰 $50M+ in Revenue | Meta, Google & Paid Ads Architect

Social proof isn’t a nice-to-have anymore
It’s a multiplier

Here’s how social proof stacking actually boosts ad performance 📈

1️⃣ What it is?

Layering proof instead of relying on one signal

Reviews
Testimonials
UGC
Influencer mentions

All in one flow

2️⃣ Why it works?

One review builds trust

Five different proofs build belief

People buy faster when others already validated the choice

3️⃣ How to use it in ads?

Start with a strong customer quote

Add a clear stat like 4.8⭐ from 1,000+ buyers

Finish with UGC or an influencer mention

Multiple reasons to trust

Less friction to buy

That’s how you turn attention into conversions

If someone you know is struggling with trust in ads, send this to them

Most brands obsess over ads
But the real retention engine?

Email 📧

Here’s why email beats paid ads for retention:

1️⃣ It builds real relationships

You’re not renting attention
You own the connection

Ads stop the moment you stop paying

Email keeps the conversation going

2️⃣ No Ad fatigue or rising CPM

Your email list doesn’t charge you more every send

No rising costs
No fighting the algorithm
No creatives burn out

3️⃣ It scales long term at a low cost

One strong email, sent to the right list can drive revenue for years

Not once
Not twice
But every time you show up with value

If you know a brand relying only on ads

Send this to them before they learn it the hard way

Most brands try to scale by buying more traffic
But that's the best way to have worse CAC

The smarter move? 🧠

Make every order worth more $$$

Before you touch ad budgets, 

Fix AOV

Here are 3 tools every Shopify store should be testing:

1️⃣ Upsell apps

Turn one purchase into two

Same traffic

More revenue

2️⃣ Bundling tools

Give buyers a clear reason to spend more now

Not later 

Not hoping they just click buy 2 instead of 1

3️⃣ Subscription plugins

Repeat orders without reselling every time

LTV compounds 

AOV does change everything

And CAC gets easier

If someone you know is stuck chasing more traffic,

Send them this

They’re probably pulling the wrong lever

Ad results going up one week📈
Then falling apart the next 📉

That swing usually isn’t random

It’s due to structure and strategy

Here’s what causes it:

1️⃣ Running the same strategy for too long

Same audience. Same creatives. Same angles

Eventually the algorithm runs out of fresh signals

Performance fades

New creatives and new offers aren’t optional

They’re how you extend what works

2️⃣ No real testing system

Test and pray is not a strategy

Testing is how you find stability

Different creatives
Different offers
Small controlled changes

Over time, patterns appear

3️⃣ Ignoring seasonality

Buyer behavior changes constantly

Holidays

Slow months

Economic pressure

If your ads stay static while people change, results drop

Consistency comes from adaptation

Not from forcing yesterday’s setup to work forever

If someone you know is stuck on the performance rollercoaster, send this to them

It might save their next month

Most ads try to sell the upside
However, the best ones highlight the downside 

That’s loss aversion

Here’s how to use it in ads

1️⃣ People hate losing more than winning

Losing $10 hurts more than gaining $10

Your ads should reflect that reality

2️⃣ Shift the frame

Stop saying what they’ll get

Start showing what they’ll miss if they don’t act

Missed savings
Missed results
Missed opportunity

3️⃣ Add a real deadline

Loss aversion only works when time is limited

Countdowns
Expiring offers
Limited stock

Now waiting feels expensive 💸

Good ads don’t push harder

They make inaction uncomfortable

Save this, or send it to someone still selling only the upside

Most eCom stores celebrate the first sale
Then go quiet

That’s where growth stalls

The brands that win long-term
Keep talking after checkout

Here’s how they turn one-time buyers into repeat customers:

1️⃣ Thank-you notes

Small detail
Big impact

It makes the brand feel human, not transactional

2️⃣ Product usage tips

Help them win with the product

Better results = fewer refunds + higher trust

3️⃣ Smart cross-sell recommendations

Not random offers
Only what actually makes sense next

Post-purchase isn’t extra work
It’s where LTV is built

If someone you know is stuck chasing new customers every month, send them this

You open Ads Manager
CTR is low ❌
CPC keeps rising ❌
Sales are flat ❌

And you’re wondering what you broke❓

Here’s the truth:

Your ads aren’t failing randomly

They’re telling you exactly what’s wrong

1️⃣ CTR under 1%

People aren’t stopping

Your hook isn’t strong enough to earn attention

If they don’t stop, nothing else matters

2️⃣ CPC keeps climbing

Meta doesn’t see relevance

Your message doesn’t match who’s seeing it

So you pay more for every click

3️⃣ No conversions after 3 to 5x CPA

The ad might be fine

But the offer or the page is killing momentum

Confusion, weak trust, or no clear reason to buy

Good ads get clicks

Great systems turn clicks into customers

Fix the system before you touch the budget

If this sounds like your account, send this to someone on your team

It might save you a lot of wasted spend

Most eCom brands send emails 📧
Very few actually know what to look at

If email is part of your growth plan, 

These are the numbers that matter

1️⃣ Open rate

This tells you if your subject lines deserve attention

No opens means nothing else matters

2️⃣ Click through rate

Shows if your message actually moves people

Reads are nice
Clicks pay the bills

3️⃣ Revenue per recipient

This is the truth metric

One email., one number, real impact

4️⃣ Unsubscribe rate

Spikes here mean you’re taking more than you’re giving

Value keeps lists alive

5️⃣ Bounce rate

Quietly kills deliverability

Ignore it and future emails suffer

If you’re not tracking these

You’re not optimizing
You’re guessing

And guessing is expensive 💸

If someone you know runs email on autopilot
Send this to them

Getting clicks but no real engagement❓
People scroll past your ads without reacting ❓

Here’s one simple shift that changes that

👉Start with yes questions

They’re easy to agree with

They work because agreement comes before logic

Here’s how to use them:

1️⃣ Ask questions that are impossible to say no to

“Do you want better skin?”
“Do you want more energy?”
“Would you prefer a good night’s sleep?”

Your audience answers yes before scrolling

2️⃣ Keep them effortless

No thinking required
No explaining

The faster the yes, the stronger the hook

3️⃣ Open the ad with the question

Conversation first
Offer second

It pulls people into the message naturally

When people agree mentally

They stay longer
They engage more
They click with less resistance

If your ads feel invisible

This is an easy fix worth testing

You can send this to someone running ads right now

I’ve been running ads for eCom brands for years
And honestly, most of what I thought mattered at the beginning ... doesn’t

❌ I used to obsess over the perfect ad copy
❌ The right targeting
❌ The perfect, most textbook campaign structure

All of that matters
But even when you get it right, nothing is guaranteed

So what actually moves the needle MORE

📊 Data
🔢 Numbers
🔍 Patterns

These days I spend more time in spreadsheets and calls than I ever expected

Because the brands that grow are not the ones chasing perfect creatives

They’re the ones reviewing their numbers every single week and doing something about what they see

I’ve seen brands with average creative scale to six figures because they knew their unit economics cold

And I’ve seen beautiful award worthy campaigns bleed money because no one wanted to look at the boring stuff

I’ve seen this across enough ad accounts to stop arguing with it

The hard truth is this

E-commerce success is maybe 20% creativity
And 80% showing up every Monday reviewing last week and making small disciplined adjustments

Most brands don’t fail because ads stop working
They fail because discipline does

Not sexy
But this is what separates a brand that compounds from one that slowly fades

Ever wondered why some ads get skipped instantly
And others stay in your head for days?

That difference isn’t creative talent

It’s storytelling ✍️

Here’s why story-driven ads outperform product-first ads every time

1️⃣ Products don’t stick, stories do

A product is just an object

A story gives it meaning

When you show how it fixes a real problem or changes someone’s day,

People feel it

And feeling beats features

2️⃣ Stories make people see themselves

Good ads don’t explain

They let the viewer imagine

Their life
Their routine
Their before and after

If they can picture it, they’re already halfway in

3️⃣ Stories are remembered long after the scroll

Nobody remembers feature lists

People remember moments, emotions and outcomes

That’s why story ads don’t just get clicks

They get recalled

If your ads only talk about the product, you’re leaving money on the table

Ads sell when people feel something

Stories create that feeling

Send this to someone still running feature-only ads

It might change how they think about creative forever

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