The Reality of Social Commerce: Creators, AI, and What Actually Drives Sales with Bora Mutluoglu

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In this Coffee Nº5 episode, Lara Schmoisman sits down with Bora Mutluoglu, co-founder of Reacher and Y Combinator alum, to break down the reality of social commerce. Using TikTok Shop as a case study, they explore automation, affiliate strategy, creator relationships, and how AI-generated content is reshaping sustainable growth.

We'll talk about:

• Why the “easy sales” narrative around TikTok Shop is misleading
• How social commerce is maturing into a performance-driven ecosystem
• Why automation tools don’t replace relationship building with creators
• The myth of follower count and what actually drives visibility today
• When large influencers make sense—and when they don’t

For more information, visit Bora's LinkedIn and Instagram

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