From Creator to Checkout: SituAction’s Nic Jones on how social commerce is empowering the next generation of innovators

SituAction’s Nic Jones looks at how the next great toy success story could begin not with a pitch, but with a post.

For decades, bringing a new idea to life in toys and games as an inventor followed a familiar route: invent, pitch, license, wait. Success depended on gatekeepers who decided which ideas reached the shelves. But something remarkable is happening that’s starting to change all of that.

The rise of social commerce is creating a direct path from creator to consumer, bypassing many of the traditional barriers that have defined the industry. For inventors and designers, it’s opening a world where creativity, community, and commerce can merge inside a single feed.

From Pitch Deck to TikTok Shop
By 2030, global social commerce is forecast to exceed $8 trillion (Yahoo! Finance). TikTok Shop alone generated $26 billion in sales in just the first half of 2025, a 136% year-on-year increase. That’s not a passing trend. It’s a fundamental shift in how audiences discover and buy products. Instead of seeing something in a shop window or scrolling an e-commerce site, people are now encountering ideas through stories, videos and communities. In short: social media is no longer just where fans hang out, it’s where they shop.

For inventors, this isn’t about turning into influencers. It’s about understanding that the same platforms used to showcase creativity can now be used to sell it. A creator can now prototype, showcase and even sell directly to their audience. The implications are exciting – lower barriers to entry, instant feedback and creative freedom.

Practical First Steps
If you’re curious about diving in, here are a few ways to start exploring social commerce as a creator:

1. Choose your platform wisely: TikTok is the most advanced in social shopping integration, but Instagram and YouTube are catching up fast. Pick one platform and get to know its tools from TikTok Shop to Instagram Checkout.

2. Share your process: Behind-the-scenes content is gold. Show how you design, prototype or test your ideas. People love to see creativity in motion, it’s what makes your work human and relatable.

3. Focus on storytelling, not selling: The best-performing social commerce content doesn’t feel like an advert. It’s about showing the why behind your idea. The sale happens naturally when the audience connects emotionally.

4. Partner with others: Work with creators who already speak to your target audience. A maker, collector or educator might present your product in ways that feel authentic to their followers.

5. Start small and iterate: You don’t need a huge launch. Test a few videos, track what resonates and build from there. The beauty of social commerce is how quickly you can learn and adapt.

The Bigger Picture: Fans as Retailers
The most exciting part of social commerce isn’t just that creators can sell directly, it’s that fans can become part of the sales ecosystem too. TikTok’s affiliate features, for instance, let other users earn commission for promoting your product. Imagine a network of micro-influencers each showcasing your design to their niche audiences. Instead of one big campaign, you have a hundred small advocates, each genuinely invested in your idea.

The Future Is Already in the Feed
Walk through any major toy retailer today and you’ll still see plenty of licensed products and traditional lines. But scroll through TikTok or YouTube Shorts, and you’ll see something else: small, creative makers building brands from their living rooms. These aren’t competitors to the industry, they’re its future. They represent the new front door to innovation, where ideas grow directly from fan culture and community engagement.

The next big toy brand might not emerge from a boardroom or a trade show pitch, but from a viral moment that connects deeply with an audience. And the creator who understands how to harness that connection could find themselves not just designing products, but building movements.

A Call to the Creative Community
Social commerce isn’t replacing creativity; it’s amplifying it. It gives designers, inventors and makers a new toolkit to bring ideas to life and connect directly with fans. For Mojo Nation’s community, the message is clear: Don’t wait for permission to reach your audience. The platforms are already there, the tools are accessible, and the appetite for authentic, creative products has never been stronger.

Start sharing. Start testing. Collaborate widely. Because the next great success story could begin not with a pitch, but with a post.

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