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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


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