What does it take to turn around 12 supermarkets during a COVID lockdown? Or build a centralized logistics operation under economic sanctions? João Correia has spent 25 years solving retail operations challenges across four continents—from Ghanaian supermarkets to Iranian department stores to Paraguayan wholesale operations.

In this episode, João shares hard-won lessons about what actually drives store performance: it's not the latest AI tool, it's disciplined execution of operational fundamentals. We discuss stock visibility challenges when supply chains stretch three months, why real-time store performance matters more than post-visit surveys, and how technology should remove friction—not create it.

Key Topics:

• Why operational excellence is becoming a competitive advantage while competitors chase AI
• The critical difference between reported experience and real experience on the shop floor
• How to implement technology in resource-constrained environments (and what that teaches us about priorities)
• Store execution fundamentals that work across markets: expiry date management, standards compliance, workflow efficiency
• Change management lessons from converting stores, building logistics networks, and implementing new systems across different cultures
• The role of technology in empowering frontline teams vs. replacing them

Guest Bio:

João Correia is a retail operations veteran with nearly 30 years of experience across Europe, Africa, the Middle East, and South America. He's led turnarounds, store conversions, and logistics operations for retailers including SPAR, Primark, and Media Markt. His experience spans grocery retail, hypermarkets, supermarkets, convenience stores, and wholesale operations in markets including Portugal, Angola, Nigeria, Ghana, Iran, Malta, and Paraguay.

Key Quotes:

"AI and all the tech tools that are there come to improve the ecosystem in a way that they remove all the friction and give people the tools to provide a better service."

"You might have the best product, you might have the best stores, you might have the best decor in the stores. Everything fails if the human factor doesn't deliver."

"Retail is process. Retail is discipline. The truth happens on the floor—where real experience occurs."

"Back to the basics will be a competitive advantage in the future, in my opinion."

In this episode of Commerce Beyond Borders, we go deep into what actually works in social commerce today — and what doesn’t.

From London, former Meta & TikTok executive Dave Morrissey joins Renee (in Portugal) and Chris (in Shanghai) for a candid conversation about live shopping, the role of creators, why most brands are doing content wrong — and what the smartest brands are already doing next.

• Live shopping is not the answer for everyone — and most brands are doing it wrong.

• The TikTok Shop winners are founder-led, community-first brands.

• Why 40+ videos a month is becoming the new baseline for e-commerce success.

• AI should power creativity — not replace it.

• The rise of video search and why TikTok is quietly becoming a rival to Google.

• TikTok Shop: do you need affiliates, creators, paid ads… or all three?

• The secret moat now? 👉 Doing the hard things your competitors won’t.

“Content is the game. The algorithms will do the delivery. Your only job is to get great at content.”

00:00 – Introductions across Portugal, Shanghai & London 04:00 – From music industry → Meta → TikTok Shop 09:45 – Live shopping: what’s working & what isn’t 16:30 – Why discount-led TikTok strategies are dangerous 22:10 – Content at scale: how brands should build it 28:00 – The role of AI — and where it shouldn’t be used 34:20 – Affiliates vs creators: who actually drives sales? 41:10 – TikTok as a search engine 46:30 – What Western brands can learn from China 52:00 – The principle that doesn’t change: be real, be useful

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