Content Is the Game: Inside the Real State of Social Commerce with Dave Morrissey (ex-TikTok & Meta)

In this episode of Commerce Beyond Borders, we go deep into what actually works in social commerce today — and what doesn’t.

From London, former Meta & TikTok executive Dave Morrissey joins Renee (in Portugal) and Chris (in Shanghai) for a candid conversation about live shopping, the role of creators, why most brands are doing content wrong — and what the smartest brands are already doing next.

🔑 Key Insights

Live shopping is not the answer for everyone — and most brands are doing it wrong.

The TikTok Shop winners are founder-led, community-first brands.

Why 40+ videos a month is becoming the new baseline for e-commerce success.

AI should power creativity — not replace it.

The rise of video search and why TikTok is quietly becoming a rival to Google.

TikTok Shop: do you need affiliates, creators, paid ads… or all three?

The secret moat now?👉 Doing the hard things your competitors won’t.

💬 Favorite Quote from Dave

“Content is the game. The algorithms will do the delivery.Your only job is to get great at content.”