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Selena Gomez’s latest venture, Serendipity Ice Cream, is shaking up the frozen treats industry—and today, we break down exactly how. Host Jordan West teams up with Miguel Garcia Castillo (Co Studios) to explore the brand strategy, product distribution hurdles, and the marketing playbook behind this consumer product's zero to one journey.

What does it take to go from concept to cart in the competitive world of CPG? In this Fast Track episode of Ecommerce OS, Jordan and Miguel tackle the realities of launching Serendipity—an emotionally-driven, mission-aligned brand backed by Selena Gomez. From regional distribution pain points to the power of localized influencer marketing, this is a masterclass in turning a pop culture idea into a lifestyle product.

Timestamps:
00:00 – Welcome to Fast Track + Jordan introduces the episode
01:45 – Meet Miguel Garcia Castillo of Co Studios
04:12 – The origin story of Serendipity Ice Cream with Selena Gomez
08:50 – From nostalgic NYC vibes to mental health advocacy
12:35 – The biggest constraint: Product availability & brand awareness
16:20 – The logistics nightmare of DTC frozen products
19:05 – Hyper-local awareness strategies: YouTube + TikTok creators
24:10 – Why brand is your moat, not just your marketing
28:30 – Profitability, commodity pricing & long-term strategy
32:00 – Closing thoughts + how to join Ecommerce OS

Key Takeaways:

• Brand is a moat: In crowded markets, your brand values are your defense.
  
  
• Localized marketing > national awareness: DTC is important, but retail-first brands must win regionally.
  
  
• Celebrity-driven brands need more than a name: Product, price, and purpose must all deliver.
  
  
• Frozen DTC = hard mode: Logistics, costs, and timing matter more than ever.
  
  
• Storytelling wins: Emotional connection and authenticity help Serendipity stand out.
  
  
  

Guest Info:
Miguel Garcia Castillo
Founder & Principal, Co Studios
— Early-stage consumer venture builder
— Brand strategist + growth architect for Selena Gomez’s Serendipity

LinkedIn: https://www.linkedin.com/in/mgarcast/

Website: https://www.costudios.co/

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Still just using ChatGPT for copy and a few product images?

You’re 10% of the way there.

In this episode of Secrets to Scaling Your Ecommerce Brand, I’m joined by Debarshi — co-founder of Maverick and one of the leading builders of AI tools for ecommerce.

We break down how top brands like Dr. Squatch and Bruce Bolt are using AI to increase engagement, LTV, and conversions — while actually feeling more human.

Time Stamps:

• 00:01 – 03:00 → Intro & founder backstory
• 04:00 – 09:00 → How AI video works and results from brands like Dr. Squatch
• 06:00 – 08:00 → Jordan’s story: 20% LTV lift from personalized videos
• 17:25 – 25:00 → What is Optimizr and how it improves email campaigns
• 19:30 – 23:30 → Why inbox placement (Primary vs Promotions) is critical
• 28:00 – 30:00 → Shift from attributed to incremental revenue
• 31:00 – 34:00 → Biggest failure: 15 product flops before first $10 sale
• 35:00 – 36:30 → Secret to scaling: Great product + clear ROI

What you’ll learn:
– The best AI tools for e-commerce right now (and what to avoid)
– Real examples of how AI is used in e-commerce businesses for 3–5x engagement
– Why sender identity is the secret weapon in your email performance
– The death of “attributed revenue” — and what incremental revenue actually means
– How to scale human connection with AI… without losing trust

Connect with Debarshi:
LinkedIn: linkedin.com/in/debarshi-chaudhuri
Website: https://www.trymaverick.com/optimizer
Email: debarshi@themavericklab.com

If you're an ecommerce expert, founder, or marketer trying to cut through the noise, this episode will completely reshape how you think about AI.

Subscribe for weekly strategies to grow faster, spend smarter, and stay ahead of the AI curve.

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You spent thousands on influencer marketing… and barely got a sale.

The problem isn’t the creator.

It’s your system.

In this video, I break down why most brands fail with influencers—and how the top-performing brands are building performance-based creator funnels that actually move revenue.

This is for you if:

You’ve run influencer campaigns and saw little-to-no return


You’re still paying flat fees with no tracking or affiliate backend


You want to build a repeatable influencer model that scales with your brand


What you’ll learn:

The 3 biggest reasons influencer campaigns flop


How to structure hybrid affiliate deals with upside for both sides


Why Spark Ads should come after performance proof—not before


How to stop treating creators like props—and start treating them like partners

👇 Reference Data

Sprout Social: https://sproutsocial.com/insights/influencer-pricing/#impact

Timestamps:
00:00 - You spent $5K… and got 3 comments
01:10 - The real problem with most influencer campaigns
02:44 - Followers ≠ customers
04:05 - The product/creator misalignment mistake
05:30 - Why one-time posts don’t build brand equity
07:00 - Flat fee deals are killing your performance
08:36 - The biggest reason your campaign flatlined
10:15 - What top-performing brands do differently
12:00 - How to treat creators like partners
13:40 - Segmenting creators like a sales team
15:05 - The Spark Ads playbook (that actually works)
16:50 - The UGC comp model that drives volume
18:10 - How to build an always-on influencer engine
19:40 - Your next move: structure, spark, system
21:00 - Final thoughts + audit your past campaigns

If you’re serious about scaling influencer the right way, hit subscribe for weekly content on systems, scale, and TikTok Shop performance.

Let’s build the machine. Not just the moment.

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If your TikTok Shop ads aren’t converting, it’s probably not your product.

It’s your first 3 seconds.

Jordan West breaks down why most TikTok Shop ads fail before viewers even know what you're selling—and how to fix it with high-converting hooks that actually drive profitable traffic.

From emotional triggers to pattern interrupts and performance-tested templates, this episode is your full blueprint for stopping the scroll, boosting engagement, and converting viewers into customers.

🔍 What You’ll Learn:

• The 3-second rule that defines TikTok ad success
• Why TikTok’s algorithm rewards high watch time—not just views
• Common hook-killing mistakes brands make (and how to fix them)
• 4 high-converting hook strategies used by top creators
• Visual and emotional patterns that disrupt scroll mode
• The psychology of FOMO, curiosity, and relatability in short-form ads
• Jordan’s TikTok-specific frameworks: Shocking Fact, Transformation, Secret Angle
• Pro tips to boost engagement and cut CPM instantly
• Why skipping the intro = winning the sale
• How to join Jordan’s TikTok Shop Elite Mastermind for deeper coaching

Growth Plan: www.upgrowthcommerce.com/grow
Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99.

Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time.

We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:

upgrowthcommerce.com/grow

Join my Skool community and connect with other eCommerce brand owners and marketers!

https://www.skool.com/tiktokshopelite/about

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You're scaling on TikTok Shop...
GMV looks amazing...
But somehow your profits are disappearing.

In this episode, Jordan breaks down why TikTok Shop sellers are quietly bleeding cash—and how to plug the holes before it's too late. We walk through the real math behind a $100 order, the creator commission trap, fulfillment pitfalls, and platform fees that sneak up on even the most seasoned operators.

This isn’t just about sales volume.
It’s about contribution margin—the number that actually keeps the lights on.

If you're on TikTok Shop or planning to scale, you can’t afford to miss this one.

🔍 What You’ll Learn:

• Why GMV is a dangerous metric to chase blindly
• The creator commission structure that's gutting your margins
• How fulfillment choice (FBT vs. self-fulfill) drastically affects profitability
• The real cost of running ads and promos on TikTok Shop
• 3 proven ways to protect your margin without sacrificing growth:
• When losing money can be a smart move
• Tools and systems to track profit by SKU—so you don’t fly blind

Growth Plan: www.upgrowthcommerce.com/grow
Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99.

Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time.

We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:

upgrowthcommerce.com/grow

Join my Skool community and connect with other eCommerce brand owners and marketers!

https://www.skool.com/tiktokshopelite/about

Send us a text

You don’t need a sexy product.

You need a story that hits emotion first.

In this episode, Jordan West dives deep into why “boring” products like wrinkle spray, toothpaste organizers, and lint removers are crushing it on TikTok Shop—and how your product can too.

Here’s the truth: if you’re struggling on TikTok, it’s probably not your product.
It’s the way you're showing it.

From 3 viral story formats to specific creator strategies, Jordan shares what’s working right now—and what to stop doing immediately if you want to win in social commerce.

WHAT YOU’LL LEARN:

– Why TikTok doesn’t care about your features
– The 3 story formats that drive conversions
– How to emotionally position “boring” products
– Why creators beat influencers on TikTok Shop
– Hooks that stop the scroll (and make people say “that’s me”)

Growth Plan: www.upgrowthcommerce.com/grow
Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99.

Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time.

We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:

upgrowthcommerce.com/grow

Join my Skool community and connect with other eCommerce brand owners and marketers!

https://www.skool.com/tiktokshopelite/about

Send us a text

If I were starting a DTC fashion brand in 2025, this is not the path I’d take.

But Kareem Elgendy did—and built Veiled into an 8-figure powerhouse.

And here’s the wild part...

They’ve scaled profitably with: – A tiny TAM – Zero TikTok dependency – 11x MER on Meta

In this episode of Secrets to Scaling Your Ecommerce Brand, I sit down with Kareem, CEO at Veiled, the world’s largest standalone modest fashion brand.

We go deep on:

1. Why focusing on warm audiences is Veiled’s unfair advantage – Think 80% of spend on Meta – Heavy whitelisting + real-time creative rotation – Data-driven merchandising that actually improves MER
2. How they pull off pop-ups that draw 16,000+ people in a weekend – You read that right. Sixteen thousand. – Their approach to community-building is what most brands get wildly wrong
3. What most brands miss on attribution & product-market fit – Especially fashion brands trying to scale too fast, too broad

This episode isn’t just about niche marketing—it’s a masterclass in disciplined growth strategy.

If you're an apparel brand trying to crack profitable scale...

If you’ve ever wondered if Meta is still worth it...

If TikTok isn’t working for you...

👉 This is the episode to binge.

🔗 Connect with Kareem:

LinkedIn: https://www.linkedin.com/in/kareemelgendy/
Website: https://veiled.com/
Email: kareem@veiled.com

Growth Plan: www.upgrowthcommerce.com/grow
Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99.

Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time.

We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:

upgrowthcommerce.com/grow

Join my Skool community and connect with other eCommerce brand owners and marketers!

https://www.skool.com/tiktokshopelite/about

Send us a text

Attribution is broken.

Cookies are dying. Conversions get credited to the last device.

And marketers are flying blind—making budget decisions based on incomplete (and often misleading) data.

In this episode, Jordan sits down with Constantine Yurevich, CEO & Founder of SegmentStream, to unpack:

• Why conversion-based tracking no longer works
• How outdated attribution models (even MTA) are misleading marketers
• Why traditional MMM and geo-holdouts aren't viable for most brands
• The massive hidden iceberg of upper-funnel activity most tools ignore
• What a modern, data-driven approach to budget allocation actually looks like

If you’re tired of attribution tools that only show you a sliver of reality—this episode is a must-listen.

Guest Bio:

Constantine Yurevich is the founder and CEO of SegmentStream, a London-based marketing intelligence platform that helps brands navigate today’s fragmented, privacy-first digital ecosystem.

SegmentStream goes beyond cookie-based attribution to give marketers a clearer, AI-powered picture of what’s actually driving revenue—across channels, devices, and user journeys.

Founded in 2018, SegmentStream is helping performance teams at some of Europe’s top brands rethink how they measure and optimize campaigns in a post-cookie world.

👉 Learn more about SegmentStream:
https://www.segmentstream.com

👉 Connect with Constantine Yurevich on LinkedIn:
https://www.linkedin.com/in/constantineyurevich/

👉 Follow Constantine on X (Twitter)
https://x.com/weird_ceo

👉 Subscribe to Constantine’s Newsletter on LinkedIn
https://www.linkedin.com/newsletters/7189209704512860160/

Growth Plan: www.upgrowthcommerce.com/grow
Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99.

Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time.

We love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:

upgrowthcommerce.com/grow

Join my Skool community and connect with other eCommerce brand owners and marketers!

https://www.skool.com/tiktokshopelite/about