Digiday: Justin Hayashi on TikTok Shop’s Growing Role in Retail Media
This blog summarizes an article published by Digiday on June 8th 2026.
SEATTLE, WA - TikTok Shop is quickly moving from emerging channel to serious commerce contender. In a recent Digiday article, “TikTok now has a seat next to Amazon and Walmart in RFPs,” reporter Krystal Scanlon explores how brands are increasingly including TikTok Shop in formal agency RFPs alongside retail media heavyweights like Amazon and Walmart.
New Engen CEO Justin Hayashi weighed in on what this shift looks like across different types of brands, noting that adoption is not happening at the same pace for everyone.
Adoption varies significantly by brand maturity. Disruptor CPG brands have been quicker to embrace Shop, while established brands are taking a more measured approach.Justin Hayashi, CEO at New Engen
Justin’s perspective highlights the nuance brands need as TikTok Shop becomes a bigger part of the retail media conversation. For some, it presents an opportunity to move quickly, test creator-led commerce, and capture new demand. For others, success will depend on thoughtful planning, measurement, and integration into a broader marketplace strategy.
Read the full article on Digiday to learn more about how TikTok Shop is earning a larger role in retail media planning and agency RFPs.
