TikTok Shop Backs Small Creators, Google Ads Adds Budget Control

TikTok Shop's own data is challenging how brands spend creator budgets. Google just handed advertisers real control over Performance Max. And Shopify says AI is converting shoppers better than Google Search. In this episode: TikTok Shop's internal data reveals that smaller creators posting higher volumes of videos are outperforming big-name influencer deals, with the platform naming this its core success formula heading into Q4. Google Ads has launched channel prioritisation controls and budget allocation tools, letting advertisers override automated decisions and direct spend toward specific channels like Search or Shopping instead of leaving it to Performance Max. Shopify's live merchant data shows AI-driven product discovery is converting at meaningfully higher rates than traditional search, positioning AI as a standalone retail discovery channel rather than just a customer service tool. The Digital Commerce Daily is a concise briefing for ecommerce, retail media and digital commerce professionals, hosted by Marco & Klara. New episode every day. Enjoying the show? A quick rating or review on Apple Podcasts or Spotify helps other marketers find us. Also from Marco & Klara: The FMCG Marketing Daily · The Health Marketing Daily