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.

Here’s a glimpse of what you’ll learn:

• [1:25] Navi Singh’s background in affiliate marketing, influencer strategy, and building Sohva
• [3:45] How brands should think about TikTok versus TikTok Shop
• [6:12] The basics of selling, fulfillment, and revenue generation through TikTok Shop
• [10:56] Navi explains the role affiliates and creators play in scaling a brand on the platform
• [15:18] Why TikTok Shop can influence sales well beyond the platform itself
• [19:29] How brands can build stronger creator relationships and generate more content
• [21:51] Navi shares common mistakes brands make when approaching TikTok Shop
• [29:19] What brands should expect when getting started with a TikTok Shop agency

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.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn   
• BWG Connect  
• Navi Singh on LinkedIn 
• Sohva 
• “The Rising Importance of Reddit With Jonny Waite” on The Digital Deep Dive

Quotable Moments:

• “The upsell is the selling; the upsell is the brand awareness and the selling off-site.”
• “They have a margin of loss that they're willing to sustain on TikTok Shop.”
• “Eventually you want more curated content and affiliates will get better, and they'll actually post more educational pieces.”
• “In the beginning, the algorithm is not differentiating between content quantity versus quality.”
• “They're still sustaining their sales because they did that huge blitz in the beginning.”

Action Steps:

1. Build an organic TikTok presence first: Consistent posting helps the platform understand your brand and creates a stronger foundation before scaling TikTok Shop.
2. Invest in product sampling: Sending products to affiliates increases creator participation, content volume, and the chances of reaching the scale needed to accelerate growth.
3. Prioritize affiliate relationships: Building a trusted creator community makes it easier to generate more content, identify strong sellers, and drive repeat performance.
4. Give creators room to move quickly: Avoiding excessive approvals helps brands maintain momentum and produce the volume of content TikTok Shop rewards in the early stages.
5. Plan around realistic channel economics: Factoring in commissions, sampling, platform costs, and acceptable loss margins helps brands evaluate TikTok Shop as a sustainable growth channel.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.

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