2025 Ecommerce Growth Playbook — Beyond the Big Two

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In this episode of the Replo Show — Designed to Convert, Sanjay Jenkins talks with Tina from Webtopia about when and how to scale paid marketing channels beyond Meta and Google. They break down the role of TikTok, Pinterest, and even organic content, and explain what most ecommerce operators get wrong when they try to diversify too early.

Tina shares actionable advice for how to decide if your product is a fit for TikTok ads or TikTok Shop, what Pinterest actually converts on, and why different platforms require different creative and offer strategies. They also cover how to think about full-funnel campaigns in 2025, when to use UGC vs branded creative, and how to tie everything back to business goals, not just ROAS.

You’ll also hear real client data around partnership ads, pricing strategy, and how to prep for BFCM without wrecking your margins. This episode is perfect for growth leads, founders, and performance marketers looking to scale profitably next year.

You can find Christina Bell at:
https://www.linkedin.com/in/cbell331/

Try Webtopia at:
https://www.webtopia.co/

Timestamps:
00:00 Intro to the episode
01:15 Why relying only on Meta and Google is risky
03:37 How Webtopia thinks about alternative channels
04:35 Is your brand right for TikTok?
06:57 The real math behind TikTok Shop vs TikTok Ads
08:42 What makes TikTok creative actually work
11:14 Brand vs performance creative
13:40 Why every brand needs to use video
15:32 Pinterest for conversions — does it work?
17:50 Funnel strategy and landing pages for supplements
20:23 Gender and income demographics on Pinterest
22:25 When should brands expand to new channels?
25:13 Horizontal vs vertical scaling
26:36 Should you try new channels during BFCM?
28:25 Scaling on Meta with high CPMs
30:12 Tools and tactics for creative testing
31:22 Why UGC and partnerships outperform
33:36 What makes a product ad-friendly
35:16 Discounting strategy for Black Friday
37:47 Why ROAS isn't the only metric that matters
39:41 Final advice for operators heading into 2026
41:30 Surprising BFCM learnings from Webtopia

#Replo #EcommerceMarketing #TikTokAds #PinterestMarketing #BFCM