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

Available on Spotify, Apple Podcasts 🎧 Subscribe to Commerce Beyond Borders for global perspectives on the future of retail & commerce.

Palmstreet is building what they call the world’s online “Main Street”—and the engagement is wild. In this episode, Chen Li (Founder & CEO, Palmstreet) joins Renee and Chris to unpack the metrics behind their growth: shoppers spend an average of 2.5 hours per day on the app, first-year buyers make ~50–55 purchases, and a $26,000 plant sold live shows how trust plus logistics unlock high-ticket conversions.

We dig into the formula—entertainment + community + trust + operations—and how Palmstreet productized the “unsexy” bits (shipping, weather checks, protection) to turn livestreams into a dependable channel. Chen also shares which categories win, why repeat purchase frequency matters, and what’s next (hint: beauty is heating up).

• 2.5 hours/day average time spent per shopper

• ~50–55 purchases in year one (per shopper)

• 95% shipped / 5% local; typical U.S. shipping $8–$18

• Platform trust & logistics: even weather checks pre-ship

• $26,000 plant sold live—proof that confidence converts

• Category patterns: uniqueness, repeat purchase, and showmanship

• Why brands think livestream “doesn’t work” (and how to fix it)

• The origin story: from plant ID app to live shopping marketplace

• “Shop for the drop, stay for the vibes”: community as a growth engine

• What actually entertains in a live: hosts, education, and the hunt

• The operations layer that makes live shopping repeatable

• Winning categories now (plants, handmade, vintage) and next (beauty)

• Building trust fast if you’re a new brand (and when to borrow it via creators)

• The TikTok question: coexistence vs. competition

• Shipping reality in North America—and how it shapes category fit

• “On average, a shopper spends two and a half hours a day on Palmstreet.”

• “Our users make 50–55 purchases in their first year.”

• “We sold a $26,000 plant live.”

• “Live is entertainment first—but operations make it scalable.”

Palmstreet is the online Main Street for plants, handmade, vintage, and unique goods, connecting passionate buyers with charismatic sellers through live shopping.

Chen Li — Founder & CEO, Palmstreet

Renee Hartmann & Chris Baker, Commerce Beyond Borders

In this episode of Commerce Beyond Borders, host Renee Hartmann and co-host Chris Baker sit down with communications leader Scott Kronick (ex–Ogilvy & Mather) for an energizing tour through three decades of brand building across Asia, the Olympics, and today’s AI-driven marketing landscape. Scott shares why he’s still a dyed-in-the-wool globalist, how China’s “can-do” culture shaped his leadership, and the mindset he teaches students at USC: expand your surface area of luck—meet more people, talk about your passion, and be generous with your help.

• The “surface area of luck”: a practical framework for creating opportunity

• Lessons from hyper-growth China: optimism, speed, and execution

• Agencies: why boutiques can outmaneuver quarterly-driven giants

• AI, influencers, and the new media mix (what’s changed, what hasn’t)

• Chinese brands going global: strengths, gaps, and playing by local rules

• Risk, regulation, and communications alignment in the U.S. market

• Olympic storytelling: building a specialized practice and finding your lane

• Career advice for young marketers: do hard things, take the meeting, think critically

• “The more people you meet and talk about what you’re passionate about, the more opportunities come your way.”

• “That meeting you don’t want to leave the house for? Take it. That might be the life-changer.”

• “Be optimistic—find the green shoots and lean in.”

Scott Kronick led PR and integrated communications across Asia for Ogilvy, launching and scaling offices in Beijing, Shanghai, and Guangzhou. Now back in Los Angeles, he teaches at USC, advises global brands, and continues his long-standing work around the Olympic movement and Special Olympics.