Discovery Commerce with TikTok’s Mike Westgate

The CPG Guys are joined in this episode by Mike Westgate, Vertical Director of Enterprise Food, Beverage & Alcohol Advertising at TikTok

Follow Mike on LinkedIn at: https://www.linkedin.com/in/mikewestgate/
Follow TikTok on LinkedIn at: https://www.linkedin.com/company/tiktokbusiness/
Follow TikTok online at: https://ads.tiktok.com/business/en-US

Mike answers these questions:

1. Mike, you’ve talked about TikTok leading a new era of “discovery commerce.” Can you unpack what that means, and how it’s shifting traditional consumer journeys?

2. Historically, shopping started with intent — now it begins with inspiration. How should CPG marketers rethink their strategies in this new discovery-first model?

3. How is TikTok helping brands bridge that gap between entertainment and transaction — from a “fun scroll” to an actual purchase?

4. Food & Bev has exploded on TikTok — from viral recipes to emerging brands. What’s fueling that momentum?

5. Can you share an example or two of how leading Food & Beverage brands are using TikTok to stay culturally relevant and drive measurable business results?

6. How are challenger brands — maybe smaller or niche players — using TikTok differently to punch above their weight?

7. TikTok has become both a cultural hub and a shopping destination. How do you see this evolution shaping advertiser needs and consumer behavior through 2026?

8. Creators have become essential to the platform’s ecosystem — how do you see their role evolving as commerce becomes more embedded in content?

9. What are some of the biggest misconceptions you still hear from brands about TikTok — and what’s your advice for those trying to get it right?

10. If you had to summarize the “future of commerce” in one phrase or prediction — what would it be?

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