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In today’s newsletter,
Why your Meta spend stopped scaling
TikTok Shop 2026: The Foundation Checklist
You're only recovering cart abandoners. What about browse abandoners?
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Campaign Command Center
Why Your Meta Spend Stopped Scaling
Adrianne Barkley analyzed Meta ad data from 2024 to 2025. Here's what happened when brands tried to scale.
The Data:
Static ad volume: +158%
Video ad volume: +141%
Both formats saw ~44% spend growth
But efficiency diverged:
Static ads: ROAS dropped from 2.97 to 2.72 (-8%) Video ads: ROAS held steady at ~2.14
As spend scaled, static ads hit diminishing returns. Video ads absorbed extra budget without losing efficiency.
What this means: Creative volume is now the primary constraint on scaling Meta ads. There's no "low-volume, high-spend" path anymore.
If you want to scale spend, you must scale creative output first.
Tik Tok Shop
TikTok Shop 2026: The Foundation Checklist
TikTok Shop is getting crowded. More brands entering, more affiliates competing.
Jamal Brown (grows consumer brands to £50K/month on TikTok Shop) shared what you need to win in 2026.
The Checklist:
Margins that handle platform fees, commissions, and discounts
Capacity for 200+ units/month minimum
Briefing practices that create content that converts
Relationships with creators and ability to manage a community
Internal team for organic content creation
Test and learn culture (budget + mindset)
Capital to lean into momentum (90 days to materialize)
TikTok relationships for support with outreach limits and violations
The days of quick hacks are over. TikTok Shop now rewards brands that invest in proper foundations. But if you're willing to build right, there's still massive opportunity.
Retention Recipe
You're Only Recovering Cart Abandoners. What About Browse Abandoners?
A lot of the early-stage brands usually send emails to only cart abandoners. But what about someone who views 3-4 winter coats and leaves without adding to the cart?
No cart = no email = lost sale.
Set up a browse abandonment flow in Klaviyo triggered by "Viewed Product." Send it 20-30 minutes after they leave.
What goes in it:
Show the product they viewed (use dynamic variables).
Add 2-3 similar products they might've missed.
Keep the tone light. They're browsing, not abandoning a cart. No heavy discounts or pressure.
Someone browsing has a lower buying intent than someone who added to the cart. Treat it as a gentle nudge, not a hard push.
Klaviyo data shows browse abandonment emails convert at 0.96%, which is 9.6x higher than regular campaigns. Don’t sleep on this flow.
Source: Klaviyo
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