Moses Tan

Moses Tan works in Business Development for Electronics & Books at TikTok Shop UK, where he makes the commercial case for a model most brands have never worked with before. On TikTok Shop, thousands of independent affiliates sit between brands and consumers, reaching people who discover a product rather than those who go looking for one. That is what separates discovery commerce from the intent-led journey most are used to. Much of Moses' work is selling that shift to senior stakeholders, and answering the questions it raises about price, control and reliance on affiliates. 

In the age of AI where analysis and insights have become unprecedentedly accessible, Moses believes that having someone to carry those findings to people matters more than ever - the analysis still has to be understood and trusted before anyone acts on it. 

Moses is particularly passionate about storytelling, sales methodology and what it takes for someone to change their mind. He believes the exchange of stories around a hearth is something fundamentally human, and that is most of why he loves his work in Business Development.