In this episode of Bright Founders Talk by Temy, we sit down with Bora Mutluoğlu, Co-Founder and CRO of Reacher, to explore the fast-evolving world of social commerce. Bora shares the journey behind building Reacher, an AI-powered platform transforming how brands operate on TikTok Shop.

From early startup failures to discovering a breakthrough opportunity, his story highlights resilience, experimentation, and sharp market intuition. We dive into how Reacher leverages AI agentic workflows to automate creator outreach, campaign management, and competitive insights. Bora also explains why TikTok Shop has become a powerful new sales channel.

The conversation uncovers how shifting consumer behavior toward digital platforms is reshaping traditional retail and advertising. Listeners will gain valuable insights into building in emerging markets and identifying opportunities early. This interview is a must-read for founders, marketers, and anyone interested in the intersection of AI, e-commerce, and creator-driven growth.

From Failed Ideas to TikTok Gold: How Bora Turned Experiments into a Breakthrough

Bora’s path to building Reacher wasn’t a straight line—it was a series of experiments, failures, and quick pivots. Together with his co-founder Jerry, he spent years chasing ideas, from real-time hospital translation tools to an AI-powered ghostwriting platform. None of them worked out. But instead of getting stuck, they built a rhythm: fail, reflect for a week, and move on. That process eventually led them to TikTok Shop—a space that was just beginning to take off—and something finally clicked.

What made the difference this time wasn’t just timing, but context. Bora had firsthand experience as a micro-influencer, while Jerry had worked on Instagram Shop at Meta. They understood both sides of the ecosystem—creators and platforms. So when they spotted TikTok’s new commerce feature, it felt less like a gamble and more like a natural next step. Their first solution? Not some polished SaaS product, but a simple Python script designed to reach out to creators at scale. Scrappy, a bit chaotic—but it worked.

At its core, Reacher grew out of a very clear observation: attention has moved online, and commerce is following it fast. As Bora puts it, “Wherever the eyeballs are, that’s where people want to sell.” Social platforms aren’t just for content anymore—they’re becoming full-scale marketplaces. And for founders paying attention, that shift isn’t just a trend—it’s an opportunity waiting to be built on.

GMV, Virality, and Blue Oceans: How Winners Spot Growth on TikTok Shop

When Bora talks about success on TikTok Shop, he keeps it refreshingly simple—money and attention. On one side, there’s GMV (gross merchandise value), the straightforward metric every brand cares about: is revenue going up or down? On the other, there’s brand awareness—the likes, views, shares, and comments that signal whether people are actually paying attention. And while every brand wants more sales, some—especially legacy players—are playing a longer game, trying to stay relevant for younger audiences who’ve already left traditional retail behind.

That shift opens up a whole new way to think about growth. Instead of just chasing numbers, Bora suggests looking closely at what’s already working—and who’s making it work. If competitors exist, study them, learn from their creators, and even collaborate with the same people who already know how to sell similar products. But if there’s no competition yet, that’s where things get really interesting. As Bora hints, those early moments on a new platform are rare—and incredibly valuable. “If there’s no one there yet, you should run for the hills and get on TikTok.”

Of course, not everyone gets it right. Bora points out that brands often waste time and money by sending products to the wrong creators—people who don’t fit the brand or simply won’t deliver results. And creators themselves sometimes hurt both sides by making poor decisions that damage partnerships. The takeaway? Success on TikTok Shop isn’t just about being there—it’s about being intentional, picking the right partners, and moving fast when the opportunity is still wide open.

Let AI Do the Busywork: Bora on Automation, Creators, and Smarter Growth

Bora doesn’t see AI as some futuristic concept—it’s already baked into his daily routine. From managing meetings to spotting partnership opportunities, he’s built simple but powerful workflows that take repetitive tasks off his plate. Instead of manually reviewing notes or chasing follow-ups, AI does the heavy lifting in the background. The result? More time for what actually matters—thinking, building, and connecting with people.

That same philosophy sits at the core of Reacher. Bora believes most of what brands do on platforms like TikTok Shop is unnecessarily manual—clicking buttons, copying messages, repeating the same actions over and over. And that’s exactly what AI should replace. Not creativity, not relationships—but the grind. “The only thing you should be doing manually is relationships with other humans.” It’s a simple idea, but it completely reframes how teams can operate when automation is done right.

When it comes to reaching different audiences, Bora leans into creators instead of overthinking strategy. Each generation speaks its own language, follows its own trends—and trying to force-fit messaging rarely works. Instead, brands can partner with creators who already understand their audience and let them do what they do best. Combine that with a clear view of success—whether it’s revenue, user growth, or product love—and you get a much more flexible, modern approach to building in the AI era.

From TikTok to Retail Shelves: Why Online Attention Drives Real-World Sales

What Bora sees in the data—and in real life—is a powerful shift: people don’t just buy online, they discover online first. Even when they walk into stores like Whole Foods or Walmart, their decisions are already influenced by what they’ve seen on TikTok or Instagram. A product that once blended into the shelf suddenly stands out, simply because it feels familiar. That moment of recognition—“I’ve seen this before”—is becoming a key driver of purchase decisions.

For Bora, this changes how brands should think about platforms like TikTok Shop. It’s not just a place to sell—it’s a full funnel, from discovery to conversion and even beyond. Campaigns don’t just generate revenue on-platform; they create a ripple effect across Amazon, Shopify, and even physical retail. “TikTok isn’t just sales—it’s discovery and customer acquisition.” That “halo effect” is something many brands still underestimate, but it’s quickly becoming one of the most valuable pieces of the puzzle.

Looking ahead, Bora is both excited and realistic. Reacher has come a long way—from two founders working out of an attic to a fast-growing company—but in his mind, they’re still just getting started. The future will be shaped by how well teams balance human talent with AI-driven efficiency. And for founders entering this space, his advice is clear: embrace AI, experiment constantly, and don’t fall behind. It might feel uncomfortable—even a bit scary—but ignoring it isn’t really an option anymore.