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#low-ltv
1 notes tagged “low-ltv”.
Demand creation vs demand capture — the "modern distribution" playbook (Skullcandy and TikTok Shop)
CTC's framework for low-LTV consumer brands — ecommerce is only ~17% of transactions and Amazon ~40% of online, so impression-heavy channels (TikTok Shop, CTV, creator content) create demand that is captured on Amazon and in retail; Skullcandy's TikTok Shop grew 4.3x Jan→Aug 2026 while its own ecommerce grew 2.7x; don't take big retail distribution without a demand engine.