Rafay is a TikTok marketing specialist at Uptik, a mentorship program that helps brands harness TikTok traffic to drive sales. With nine years of e-commerce experience, he has helped launch over 80 brands on TikTok Shop, consistently taking them from zero to over $500,000 per month in revenue, and has played a pivotal role in leveraging social commerce strategies to generate millions in sales across various niches. Rafay is recognized for his expertise in influencer and affiliate marketing, paid ads, short-form content, and pioneering hybrid approaches that bridge TikTok and Amazon for maximum impact. In this episode… Launching a brand on TikTok Shop sounds promising, but for many e-commerce founders, it quickly turns into a costly and frustrating experience. With no search intent to rely on, brands are left confused about how to drive demand, track progress, or get their product in front of the right audience. How do you build momentum, avoid failure, and get results on TikTok Shop? TikTok growth strategist and e-commerce expert Rafay shares the three-part framework he leverages to take brands from zero to $500k per month. Rafay emphasizes the importance of selecting demonstrable products, building early traction through shoppable videos, and reaching product-content-market fit before investing in paid ads. He also breaks down how to find and activate quality creators, what KPIs to watch in the first 30 days, and how to make TikTok work alongside Amazon for sustainable, hybrid brand growth. In this episode of The Launch Lab, Colin Raja interviews Rafay, TikTok marketing strategist and e-commerce mentor at The Uptik, about launching and scaling brands through TikTok Shop. Rafay shares how video-first discovery is reshaping e-commerce and why brands must adapt. He also talks about using AI-generated content, leveraging TikTok SEO, and common mistakes to avoid during product launches.

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