CFO OS · FinanceLive at TGTHR & Willow
Jeff
Your margin, by channel, every morning.
- Contribution margin, break-even CPA, and pacing
- Plain-code math that never guesses a missing cost
- Now onboarding its first outside brand
Ethan Kramer · Social Commerce PioneerBuilding the next wave of social commerce.
I built and sold EK Creative, one of the first TikTok Shop and live shopping agencies. Now I’m building what comes next: brands, software, and the AI agents that run them.
LIVETIKTOK SHOP$156KWillow Boutique · one livestream
Founded 2020EK Creative, acquired by Agital
$0→4M
ARR in three years, then exitFounded EK Creative, acquired by Agital (2023)
#2
2nd-ever TikTok Shop purchaseMade with Willow Boutique in the beta
Top 1%
Klaviyo agencyReached within the first year
$500M+
Live shopping revenueAcross client brands and creators
Featured in & partnered with
The short version
Ethan Kramer is a social commerce pioneer who founded EK Creative, the TikTok Shop and live shopping agency acquired by Agital in 2023, and now builds AI agents for ecommerce brands.
- 2020Founded EK Creative
Built around live and creator-led selling before either had a playbook. Top 1% Klaviyo agency within a year.
- 2023Acquired by Agital
After growing from $0 to $4M ARR in three years with brands like Willow Boutique and EZ Bombs. Stayed on to lead the social commerce practice as Managing Partner, then President.
- 2025EVP of Innovation, Go Fish
Helped earn TikTok badged agency partner status, co-hosted the TikTok x Go Fish Summit, and joined the SoCom advisory board.
- NowBuilding what comes next
Co-founder of TGTHR and RankPrompt. Building AI agents for brands. Advising founders like Cruva.
TikTok Shop & live shopping results
We were early on live and creator-led selling. A few of the results.
Willow Boutique · Live shopping
$156Kin a single TikTok Shop livestream
Willow made the 2nd-ever purchase on TikTok Shop during the beta, then grew from $10K to over $1M on the platform.
Read the case study →
EZ Bombs · Product launch$0→18Min eight months, from launch
Became the #1 food and beverage brand on TikTok Shop and broke the platform’s product launch record, then took the playbook to Meta, email, SMS, and retail.
Watch →
What founders say
“We did 90K our first full year in business. With Ethan we did 67K in the first month. … We sold over 150K on a single TikTok Shop live stream.”
“We never imagined EZ Bombs would be the #1 food and beverage brand on TikTok Shop, but here we are. Ethan helped us break the TikTok Shop product launch record.”
“He doesn’t just give advice. He’s ready to get his hands dirty, makes the right introductions, and helps you think through problems in ways you wouldn’t on your own.”
AI agents I build for brands
Built and proven on TGTHR and Willow Boutique first. A person approves anything that spends money or talks to a customer.
Customer supportLive at Willow
Ari
Reads the inbox and drafts every reply.
- Tickets, escalations, and winbacks
- TikTok Shop review replies
- Nothing reaches a customer without a human click
Media buyingLive at TGTHR
Mario
Buys for new customers, not platform ROAS.
- Meta, Google, and TikTok checked against Shopify
- Flags creative fatigue early
Custom solutions
Your agent
Have a job that eats hours every week? I’ll scope an agent for it.
- Creator outreach and ads that always launch paused
- TikTok Shop fee and settlement audits
- Built on your data, with a person approving every action
How I build them: each one does a single job, starts in dry-run mode on a live brand, and keeps the math that matters in plain code. Want one for your brand? Get in touch.
Second look
Curious what I’d fix first?
Send me your brand. I’ll send back 5–10 prioritized fixes, each marked as something you can handle in-house or something that needs a build.
Public data only. No account access, no call required. If things look good, I’ll tell you that too.
Speaking & press
On stage, on podcasts, and in the trade press.
TikTok, New YorkSept 2025
Co-hosted the TikTok x Go Fish Summit
Brought 40+ brands to TikTok’s New York office for a day on TikTok Shop and social commerce.
Tastemaker Conference · Upcoming2027
Speaking live at Tastemaker 2027
Following their 2026 webinar panel on social commerce.
PodcastSept 2026
Adweek · QuotedJan 2026Second Bite Podcast
With Todd Taskey of Tower Partners.
TikTok Shop to end independent shipping for U.S. brands
I flagged the change to Adweek before it was public.
Digiday · QuotedOct–Dec 2025On TikTok Shop’s new-seller incentives
Also quoted on TikTok’s U.S. deal and what it meant for advertisers.
PodcastOct 2025“From the 2nd Ever TikTok Shop Sale to $150K Livestreams”
The TikTok Shop Blueprint, with Adam Sommers of Willow.
SoCom · Advisory board2025–2026Advisor and speaker, two years running
On a board with leaders from Amazon, TikTok, Pinterest, and Sony.
Earlier press, podcasts, and talks (8)
NewswireApr 2025
Agital named a badged TikTok agency partner
A partnership I helped drive, per TikTok’s agency team.
MediaPostFeb 2025Reporter’s Notebook: SoCom
On shoppable TikTok campaigns and YouTube commerce.
Yahoo Finance · GlobeNewswireJun 2024EK Creative joins Agital
The public announcement of the acquisition.
Total Retail · BylineMar 2024Mastering live selling
How brands drive revenue with live shopping.
PodcastMar 2023Advertising strategies for live shopping
Live eCommerce Podcast, episode 71.
Forbes · BylineJul 20224 keys to making your live sales as profitable as possible
Forbes Agency Council.
PodcastJul 2021Amplify your social selling
Enterprise Radio.
WebinarOn demandLive shopping strategies for TikTok, YouTube, and beyond
With Go Fish, a certified CommentSold partner.
Writing
All posts →Is TikTok Shop profitable? Yes, if the strategy is right
TikTok Shop doesn’t destroy margins. Bad strategy does. What 4.86x on commission actually took.
The TikTok Shop audit I run before starting
Twenty discovery questions, signs of a neglected account, and what to check about your agency.
From a childhood bedroom to an exit
Building EK Creative to $4M ARR and an acquisition, and the five lessons that mattered most.
Get in touch
Building something in social commerce or AI?
For advisory, board, or build conversations, email is the best way to reach me. I read everything.
ethan@ethankramer.com