Social Commerce Strategist · TikTok Shop Advisor · Keynote Speaker

TikTok Shop isn't about going viral. It's about building a revenue channel.

I help 8- and 9-figure ecommerce brands turn TikTok Shop and social commerce into a repeatable, profitable sales channel — without betting the business on a viral moment.

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$24M+
TikTok Shop GMV generated for brands
4X
Average shop growth in 90 days
1,000+
Sellers trained and launched
30+
Industry stages since 2018
Michelle Barnum Smith headshot

Brands I've worked with

Ecommerce & consumer brands

doTERRA logoSmartish logoDiamond Dotz logoSteven Smith Teamaker logoJust Ingredients logoMama Natural logoLilac St logoCopper Compression logoNutrex Hawaii logoCozyPhones logoHusband Pillow logoScanmarker logoMicroderm GLO logodoTERRA logoSmartish logoDiamond Dotz logoSteven Smith Teamaker logoJust Ingredients logoMama Natural logoLilac St logoCopper Compression logoNutrex Hawaii logoCozyPhones logoHusband Pillow logoScanmarker logoMicroderm GLO logo
Craftikit logoMomo & Nashi logoCypress & Alabaster logoDr. Bo logoInfinity Clips logoPearl Pop logoPistakio logoGuyology Labs logoHemRid logoTanFan logoRubyloo logoSlate Flosser logoShowerSpecs logoDr. RestRight logoDr. Piercing Aftercare logoWonder Paws logoBetterDays Co logoLang's Chocolates logoKarviva logoSurvival Garden Seeds logoBeyond Braid logoArt 'N Glow logoSpade To Fork logoDAX Eyewear logoGrinderpunch logoRaitera Labs logoRaw Chemistry logoREB Relief logoSunergetic logoSupplements Studio logoHope's Perfect logoEZ Outlet logoUSA Cosmetics logoShower Bouquet logoQuietite logoSpylt logoGoodems logoCraftikit logoMomo & Nashi logoCypress & Alabaster logoDr. Bo logoInfinity Clips logoPearl Pop logoPistakio logoGuyology Labs logoHemRid logoTanFan logoRubyloo logoSlate Flosser logoShowerSpecs logoDr. RestRight logoDr. Piercing Aftercare logoWonder Paws logoBetterDays Co logoLang's Chocolates logoKarviva logoSurvival Garden Seeds logoBeyond Braid logoArt 'N Glow logoSpade To Fork logoDAX Eyewear logoGrinderpunch logoRaitera Labs logoRaw Chemistry logoREB Relief logoSunergetic logoSupplements Studio logoHope's Perfect logoEZ Outlet logoUSA Cosmetics logoShower Bouquet logoQuietite logoSpylt logoGoodems logo

Earlier in my career

  • Lenovo
  • IBM
  • McAfee
  • Comcast
  • Vodafone
  • China Telecom

Your Amazon playbook won't win on TikTok Shop.

Social commerce is growing faster than any marketplace, and your competitors are already there.

Most brands launch, post a few videos, and hope something goes viral. Then they stall.

Scale on TikTok Shop comes from systems: the right products, creators, content, ads, and operations working together.

The brands that win treat social as a revenue channel.

How I work with brands

TikTok Shop Consulting Program

A strategic growth partnership for DTC brands ready to win with systems, expertise, and leadership. Get a clear plan—and senior guidance to help your team execute it.

01

Product strategy

Identify hero products and sequence your catalog for discovery, rather than moving every SKU onto TikTok Shop.

02

Listing strategy

Optimize thumbnails, titles, and product listings for discovery and conversion.

03

Promotional strategy

Build flash deals and bundles that give shoppers a compelling reason to buy.

04

Content engine

Create a consistent stream of organic and affiliate content with clear briefs and repeatable systems.

Strategy, not guesswork.

A quarterly engagement with ongoing advisory every two weeks, connecting your shop strategy to your team's day-to-day execution.

What's included

  • Full onboarding and shop audit
  • Custom go-to-market strategy
  • Product and listing optimization
  • Content engine framework
  • Team implementation support
  • Dedicated Slack channel access
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Results

Results from real brands

TikTok Shop performance featured in Michelle’s consulting portfolio. Figures reflect each brand’s own reporting, not guaranteed outcomes.

Emma Lous Boutique

$2.93M

TikTok Shop revenue

Affiliate revenue
$2.08M
Items sold
43.08K

Craftikit

$1.25M

TikTok Shop revenue

Affiliate revenue
$1.22M
Items sold
42.32K

Just.Ingredients

$615.99K

TikTok Shop revenue

Affiliate revenue
$476.15K
Items sold
20.58K

Beyond Braid

$731.29K

TikTok Shop revenue

Affiliate revenue
$601.01K
Items sold
36.76K

DAX Eyewear

$605.15K

TikTok Shop revenue

Affiliate revenue
$246.92K
Items sold
14.93K
$24M+
TikTok Shop GMV
4X
Average 90-day shop growth
4.9
Average client rating
Michelle Barnum Smith headshot

About Michelle

From Fortune 100 marketing to the front line of social commerce.

Michelle Barnum Smith brings 25 years of marketing experience, from legacy retail to modern DTC. She spent over a decade in partner and co-marketing roles with Lenovo, IBM, McAfee, and Comcast, working with global brands like Vodafone and China Telecom.

Independent since 2012 and DTC-focused since 2017, Michelle combines data-driven scaling with conversion optimization. She became one of the first marketers to bring chatbot and Messenger marketing to Amazon sellers, earning the nickname “Queen of Amazon Chatbots” and training thousands of sellers along the way.

As a TikTok Shop partner and early mover in social commerce, Michelle brings platform-native expertise to every engagement. Today she is the Founder and Chief Strategist of Social Sellers, a TikTok Shop agency that has driven more than $24M in GMV for consumer brands. She advises 8- and 9-figure ecommerce companies on social commerce strategy, TikTok Shop, and marketing leadership.

Is this a fit?

Built for brands ready to make social commerce a real channel.

  • ✓You’re doing $10M+ in annual ecommerce revenue
  • ✓You sell on Amazon, DTC, or retail and want a channel beyond them
  • ✓You’ve tried TikTok Shop, or know you need to, and want it done right
  • ✓You want senior strategy, not another junior account manager
  • ✓Your team is ready to execute on a clear plan

1:1 strategy

Grow your social commerce channel.

Book a 30-minute strategy call to talk through where TikTok Shop fits in your business.

Book a strategy call

Coming soon

The TikTok Shop Mastermind.

A small group of brand leaders building social commerce channels together, with Michelle in the room. Tell us about your brand and we'll reach out when it opens.