YFCon, the TikTok Shop expo run by data platform FastMoss, wrapped up in Anaheim in October 2026 with about 12,000 attendees. According to Rui Zhang, who heads marketing and PR at FastMoss and coordinated the event, the sellers there were more focused on finding creators who could drive sales than on simply distributing free products like last year.

“Last year, many sellers focused on sampling at scale,” Rui says. “This time, they were looking for high-quality creators who can generate sales.”

Connecting sellers with those creators is why FastMoss runs YFCon. The company, which sells analytics data to TikTok Shop sellers and creators, was founded in 2022 and lists offices in Los Angeles, Singapore, and Jakarta. “We wanted to connect every seller and creator in the ecommerce world, especially TikTok Shop,” Rui notes.

Those customers are sellers, the affiliates who promote their products, and the agencies that match them. Sellers want affiliates and affiliates want deals, Rui says, and FastMoss positions itself in the middle.

The Spring Edition Showed That Quality Is More Important Than Volume

The spring edition taught FastMoss that creator headcount alone no longer works for sellers, Rui says. “TikTok Shop sellers are not only looking for volume anymore. That’s the industry change,” she explains.

Rui names two markers of creator quality. The first is L3+ status, which she describes as a tier for creators with stronger selling power as affiliates. The second is follower count.

The BFCM edition has a different job from the spring show, which prepared sellers for summer sales, Rui notes. The Anaheim show ran October 8 and 9, weeks before Black Friday and Cyber Monday, so sellers could line up samples and connect with creators ahead of the rush.

FastMoss Says It Raised Creator Quality for the Fall Show

For that window, FastMoss was aiming for creators to make up 70% to 80% of the crowd, Rui explains, and the result matched the plan. She puts sellers at about 2,000 and industry attendees at about 1,000, with creators making up most of the rest.

The event provided free entry for creators at Level 3 and above and introduced most of its featured creators by sales totals. Amy Jackson is listed with 1.7 million followers and $9.88 million in gross merchandise value (GMV), and Angie Roman with more than $13 million in affiliate GMV.

TikTok Shop had no meetups for creators and sellers when FastMoss started YFCon a couple of years ago, Rui says. FastMoss also wanted to meet its clients in person, she adds. It holds the show in the Los Angeles area because the region has a strong ecommerce scene.

Sellers, creators and agencies are the three roles in ecommerce, Rui explains, and she claims YFCon is the only event in the TikTok Shop world that holds all three at once. The event had two main stages, seven breakout stages, and eight key highlights, including creator recruitment and VIP business matchmaking. “If you wanted to get into the ecommerce world, this is the place you wanted to have the real conversation,” she says.

Sellers Are Taking Their Creator Search Beyond TikTok Shop

That expansion follows the sellers, Rui says. “A lot of sellers, they are trying to sell outside of the TikTok Shop, for example Amazon and D2C, Shopify,” she explains. They are looking for creators outside TikTok Shop as well.

TikTok Shop is still “the most efficient way to make money online,” Rui argues, because sales are generated instantly. FastMoss widened its guest list to include sellers from other platforms. “We actually involve a lot of non-TikTok Shop sellers this time, like Amazon and Shopify,” she says. Those sellers wanted to learn about affiliate marketing and how TikTok Shop is shaping ecommerce.

Brand Awareness and Retail Goals Are Sending Sellers to Instagram and YouTube Creators

TikTok Shop is mainly for affiliate work, Rui notes, and some sellers want something else from their creators. “Some of the sellers and the brands, they are looking for more like brand awareness,” she explains. Those sellers want creators who are famous on Instagram and YouTube.

Creators are moving in the same direction, Rui adds. “A lot of TikTok Shop creators expand their account into Instagram and YouTube for their influence around the Internet,” she says. Retail is another motive. “A lot of TikTok Shop brands are trying to get into the retailer world,” she notes.

Jody, a FastMoss representative, describes one case. Vive Essence, a supplement and wellness brand she works with, wanted to scale up this time and met a wellness creator known as “Phil’s My Pharmacist,” who has 2 million Instagram followers, she says. A buyer at the show also tried to purchase a full pallet of Vive’s products. “There are not only creators and sellers at our event, but they also have buyers,” Jody notes, pointing to retail and investing opportunities as well.

Vive Essence wasn’t the only brand that found its match on the floor. Brands across categories connected with creators who specialize in selling their kind of product, Jody says. Beauty brand mixsoon met skincare and beauty creators, food and beverage brand AMOS teamed up with snack and lifestyle creators, and home appliance brand EUHOMY found creators focused on home and kitchen content.

That category matching is a big part of what the event offers, according to Jody. By bringing thousands of category-focused creators into one room, YFCon lets brands of every type find the right partners face to face, in time for the busiest shopping season of the year.

FastMoss Wants to Improve Quality Again and Will Add an AI Element

FastMoss plans to bring more of those sellers and creators to the next edition, Rui says. It wants more Amazon and D2C sellers and possibly Instagram and YouTube creators. Rui describes that as an effort to expand FastMoss’s market beyond TikTok Shop, the same direction she says its sellers are moving.

AI is the other planned addition. Creators are less interested in it, Rui notes, while sellers are building it into how they sell. “A lot of sellers, they integrate AI in the process of their selling stuff,” she explains. She hopes the next edition runs in April or May, before summer, though no date is confirmed.

Improving quality in the future is part of the plan. “We actually level up the creator quality for the events, and we wanted to increase the quality of the events next time as well,” Rui says.

Photos: Courtesy of FastMoss

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