Should your brand hire a TikTok Shop agency, build an internal team, or combine the two?
The decision goes deeper than comparing an agency retainer to one employee’s salary.
In this episode, Jordan West shares a framework for choosing the right operating model for TikTok Shop and explains why social commerce requires the coordination of an entire business unit.
He walks through the nine functions brands need covered, including social commerce leadership, creator recruitment, sampling operations, creative strategy, paid amplification, shop operations, analytics, cross-functional coordination, and live commerce where relevant.
You’ll hear when bringing those capabilities in-house makes sense, what a specialized agency can contribute, and why Jordan favors a hybrid model for many enterprise brands: a senior internal owner supported by outside expertise and execution.
The episode also covers the full cost of building internally, from recruiting and software to management time and the learning curve. Jordan outlines a three-stage approach—prove it, scale it, and institutionalize it—and shares six questions leaders should ask before making the decision.
The takeaway: Every important function needs an owner. Build internal capabilities where they create a strategic advantage, use outside expertise where it adds value, and choose a structure that helps your team move faster.
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