In my conversations, it became clear that loyalty isn’t thought of as a single objective for most brands – there’s more ways to measure loyalty than just how much a consumer returns to a brand.

“Customer loyalty is growing in importance,” added Johnson. “It’s interesting because you have to learn everyday – challenges, opportunities, technologies, how it works, measureme ...

On this measure, TikTok Shop outperformed other e-commerce platforms, including Temu, Shein, and Etsy, as well as fellow social-commerce channels Whatnot, Flip, and Instagram Checkout. It also ...