Understanding TikTok Shop and How Brands Are Leveraging It With Navi Singh

Navi Singh is the Co-founder and CEO of Sohva, a full-service TikTok Shop agency helping consumer brands grow through social commerce. With experience across influencer marketing, affiliate programs, and eCommerce, she leads the agency's strategy and growth. Her expertise spans creator activation, affiliate marketing, live selling, and TikTok Shop performance. Before launching Sohva, Navi's background with global brands and growth-stage companies gave her a brand-side perspective on building scalable, revenue-focused programs.

In this episode…

TikTok Shop is giving brands new ways to connect content, creators, and commerce in one platform. But success takes more than simply opening a storefront. How can brands build a TikTok Shop strategy that drives both revenue and brand growth?

TikTok Shop expert Navi Singh explains that the strongest strategies combine organic content, affiliate marketing, and consistent creator activation rather than relying on a single tactic. Brands should focus on building content volume, sampling products to the right creators, and understanding that profitability may take time as the channel develops. Navi also highlights the platform's halo effect, where TikTok activity can influence sales across DTC, Amazon, and other retail channels. By prioritizing speed, creator relationships, and realistic channel economics, brands can approach TikTok Shop as a long-term growth engine rather than a short-term experiment.

In this episode of The Digital Deep Dive, Aaron Conant talks with Navi Singh, Co-founder and CEO of Sohva, about how brands are leveraging TikTok Shop for social commerce growth. Navi explores organic content, affiliate strategies, and creator-driven sales. She also covers fulfillment, the TikTok halo effect, and common mistakes brands make when scaling on the platform.