How to Sell on TikTok Shop: Treating Creators With Customer-Service Urgency

Catalina Leyva, Director of Retention and Social Commerce at Mary Ruth Organics, breaks down how her team manages creator and customer relationships at scale on TikTok Shop, especially heading into high-volume periods like BFCM. She argues that customer experience does not end at purchase, and Mary Ruth has already begun extending customer care hours, onboarding additional agents, and handling issues like damaged or lost bottles before volume multiplies. Leyva reveals that creator relationships demand the same urgency as customer service: when a creator did not receive free samples in time to film content, her team resolved the situation within 24 to 48 hours by shipping a replacement product immediately. She also describes a real example where creators in Florida were affected by a hurricane and her team marked their content complete with no penalty, treating creators as potential long-term customers rather than just partners.

If you want to know how to sell on TikTok Shop at scale without breaking the experience on either side, Leyva's operational approach is worth seeing in full.