Stop and think for a moment about where your customers come from. Is it mostly Meta ads? Mostly Instagram? Have you built a following on TikTok that’s driving a lot of your brand awareness?

Now here’s the uncomfortable question: If that channel disappeared tomorrow — not scaled back, not got more expensive, but actually disappeared — what would happen to your business?

Could you survive it? Could you pivot? Or would you be scrambling to rebuild from scratch?

Because here’s the thing. This isn’t a hypothetical. This isn’t one of those “imagine if” thought experiments. This is happening right now. In Australia. To real brands.

And even if you think this particular situation doesn’t apply to you — trust me, the lesson absolutely does.

In this episode, we discuss what’s just happened with Australia’s social media ban and how this impacts brands that have built their success on platforms like TikTok and Instagram. And then we’re going to zoom out and talk about the bigger picture.

Because whether you sell to teenagers or retirees, whether you’re on TikTok or you’ve never posted a single video in your life — the principle here is one that every single ecommerce brand owner needs to understand.

You cannot build a sustainable business on borrowed land.