Welcome to Rankster 👊
The weekly TikTok Shop newsletter that just found a new home……
Reading Time: 4 min
Readability: Grade 2 (My 7 year old beat me at maths bingo…… I used to be a maths teacher 😞)
We are not shutting Rankster down…… we are simply moving
Not because it failed. Because it worked too well.
When I started this newsletter, the idea was simple: help Amazon sellers figure out TikTok Shop before everyone else did. 1,700 of you showed up. 60% of you actually open these emails.
Every client I've ever signed came from this list. Zero cold outreach. Zero ads. Just me, writing to you every week about what's actually working.
So why would I change it?
Because TikTok Shop on its own isn't enough anymore. And I'd be lying to you if I pretended it was.
DEEP DIVE
Here's what I've been seeing…..
Here's what I've been seeing
The brands that are printing money right now aren't doing it on one platform.
They're running a system:
TikTok Shop is their discovery engine. It's where customers find them — 83% of shoppers discover new products on TikTok. That's not a typo. The platform did $66 billion in GMV last year and it's projected to nearly double again in 2026.
But here's the bit nobody talks about.
When Liquid I.V. ran their TikTok campaigns, they tracked 3,500 orders directly from TikTok. Decent. Except a deeper analysis showed 9,500+ total incremental orders — and 62% of those happened on Amazon and other platforms.
TikTok was driving sales everywhere.
Amazon is the trust layer. Someone sees your product on TikTok, they search for it on Amazon. Amazon converts at 9.87% on average. Prime members? 74%. The infrastructure does the heavy lifting — reviews, Prime shipping, one-click checkout. Your TikTok content is the spark. Amazon is the engine.
One brand I'm tracking went from 600 branded searches on Amazon to 6,000 per month after ramping TikTok content. A 10x lift in branded search. No extra Amazon ad spend.
Shopify is where you own the customer. Amazon takes 30-50% in fees. A £50 product nets you roughly £28 on Amazon. On Shopify? About £35. Over thousands of orders, that £7 gap is the difference between scaling and surviving.
More importantly — on Shopify, you own the data. The email list. The SMS list. The ability to re-market without paying Amazon's toll every time.
This isn't theory. Brands running all three channels see 179% faster revenue growth than single-channel sellers. Customer retention jumps from 33% to 89%.
One platform finds them. One platform converts them. One platform keeps them.
That's the game now.
DEEP DIVE
So what's replacing Rankster?
Eva's Playbook — the newsletter I'm launching through Eva Commerce.
Same writer. Same directness. Same "here's what's actually working" energy.
Bigger scope.
Every Friday, I'll break down the full omnichannel picture:
TikTok Shop — still the discovery engine. Still the thing I've been banging on about for two years. Not going anywhere.
Amazon — the conversion machine. How to capture the TikTok halo effect and turn browsers into buyers.
Shopify/DTC — the endgame. Building the owned audience that no algorithm change can take away.
Plus: real numbers from real brands. We manage accounts across all three platforms at Eva. I now have access to data I couldn't share before. You'll get the view from inside the machine.
The difference between Rankster and Eva's Playbook is the difference between watching one channel and seeing the whole board.
What you need to do (takes 2 seconds)
Rankster is moving after this email. Your subscription doesn't carry over automatically.
If you want to keep hearing from me — and honestly, if you've been opening these emails for the past year, you probably do — click the button below.
You'll be signed up to Eva's Playbook. First issue lands in your inbox next Friday.
👇 ONE BUTTON. ONE CLICK. THAT'S IT. 👇
When you sign up, you'll get:
A welcome email from me — what to expect, how often, and why this matters for your brand
Our best-performing playbook — the exact omnichannel framework we're using with brands doing £50K+ per month
A quick quiz — so I can tailor what you see to what you actually sell (TikTok-heavy? Amazon-focused? DTC-curious? I'll match the content to you)
Then every Friday: one issue, one core insight, real numbers. Same format you're used to. Just wider.
The honest bit
Rankster was the best thing I ever built. It started as a side project while I was running an agency and trying to figure out how TikTok Shop helps Amazon sellers.
120+ Amazon stores launched on TikTok Shop because of what we shared here. A six-figure agency built from a list of 1,500 people. Zero paid acquisition. Just useful emails, written by a guy that loves to complain about Amazon.
That energy isn't going anywhere. The address is just changing.
Eva's Playbook is the upgrade. TikTok Shop was chapter one. This is the whole book.
I'll see you on Friday.
Paul 👊
Head of Social Commerce, Eva
PPS — If you don't click the button, this is genuinely one of the the last emails you'll get from me. And that would be a shame, because I've got some ridiculous numbers to show you next week.