From Amazon to TikTok: Sebastian Nelson’s Pivot to Cruva | Ep 1131

The Digital Executive

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In this episode of The Digital Executive, host Brian Thomas sits down with Sebastian Nelson, founder and CEO of Cruva, the SaaS platform powering over 400 brands and 10 million monthly TikTok Shop sales.

Sebastian shares how frustration with manual creator management inspired him to build Cruva — now an official TikTok Shop partner — to automate affiliate outreach, vetting, and performance tracking. He discusses how AI is revolutionizing brand-creator matching, why affiliates are overtaking influencers, and what the next decade holds for social commerce.

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