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

Send us Fan Mail 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 Subscribe to Lara’s newsletter. Also, follow our host Lara Schmoisman on social media: Instagram: @laraschmoisman Facebook: @LaraSchmoisman Support the show

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