WABU vs MediaLabs: TikTok Shop Agency Comparison (2026)
WABU and MediaLabs both run full-stack TikTok Shop programs — creator networks, live selling, and attribution under one roof — which puts them in direct competition for brands that want the whole operation handled. They differ most on scale positioning, geography, and specialization. Here's a side-by-side look.
Key takeaways
- Both run full-stack TikTok Shop programs from Miami; they differ on scale, market reach, and specialization.
- MediaLabs leans into paid media (GMV Max, Spark Ads) and managed affiliates, with a European arm alongside its US business.
- WABU offers Hispanic/LATAM specialization, published pricing, and attribution that feeds payouts.
Table of Contents
- At a glance
- Company background
- Services compared
- Geography and markets
- Pricing and model
- Where WABU stands out
- When MediaLabs might be the better fit
- Sources
At a glance
| WABU | MediaLabs | |
|---|---|---|
| Headquarters | Miami, FL (US) | Miami, FL (US); European arm incl. a German subsidiary |
| Core model | Full-service live commerce, run end to end | Full-stack TSP program under one integrated service |
| Creator network | Reports 4,800+ active creators | Reports 3,000+ managed creators |
| GMV (self-reported) | $24M+ across markets in 2025 | $500M+ estimated revenue generated (cumulative, self-reported) |
| Services | Creator sourcing, live, shoppable video, payouts, attribution | Seller Center mgmt, creator agency, affiliates (CAP & TAP), UGC, ads (GMV Max, Spark, VSA), LIVE selling |
| Hispanic / LATAM vertical | Yes, dedicated | Not a stated specialization |
| Best-fit brand size | Brands of varying sizes, incl. new entrants | Tiers from cold-start SMB to $3M+/month enterprise |
| Pricing | Published tiers: retainer + % of sales | Custom monthly retainer; creator pay and ad spend passed through at cost |
Company background
WABU is a Miami-based live commerce agency running end-to-end TikTok Shop operations across a general U.S. market vertical and a dedicated Hispanic & Latin American vertical. It reports $24M+ in 2025 GMV and a 340% average GMV lift versus organic, and emphasizes going live within roughly ten days.
MediaLabs (MediaLabs Group Inc.) is a Miami-headquartered official TikTok Shop Partner. Its site reports $500M+ in estimated revenue generated, 3,000+ managed creators, and 35B+ views, and its own agency ranking cites 150+ brand partners and a European arm that includes a German subsidiary. Its case studies include Dr. Dent (reported at $3.1M GMV in month three), Audien Hearing, Terra Health, Pure Peak, and Bears with Benefits, and its client logos include NeilMed and Goli Nutrition. Note that MediaLabs' "#1" positioning comes from a ranking it published itself — the page says so — so treat its comparative claims as self-reported.
Services compared
The service menus overlap heavily. Both offer creator sourcing and management, live selling, shoppable/UGC content, and performance reporting.
WABU centers its offering on a real-time attribution dashboard that feeds payouts, sample fulfillment at scale, branded landing pages, moderated live sessions, and its two-vertical structure (general market plus Hispanic/LATAM).
MediaLabs packages four services — a TikTok Shop creator agency, UGC and paid ads (GMV Max, Spark Ads, Video Shopping Ads), affiliate management through TikTok's CAP and TAP programs, and full shop management covering Seller Center operations, listings, and LIVE. It says most clients see creator content live within 7–14 days of signing, and that results vary.
If integrated paid media at scale is central to your plan, MediaLabs leans into that. If Hispanic/LATAM reach and transparent live-commerce operations matter most, WABU is built around those.
Geography and markets
WABU is U.S.- and LATAM-focused, with cross-border expansion into Mexico, Colombia, and Brazil and a Hispanic, Spanish-first creator network.
MediaLabs is also headquartered in Miami. It serves U.S. brands and runs a European operation, MediaLabs Europe, which includes a German subsidiary. For brands whose growth depends on U.S. Hispanic or Latin American audiences, WABU's footprint is the closer match; for brands wanting a partner with European reach, MediaLabs may be relevant.
Pricing and model
WABU publishes tiered pricing — an In-Store Live option from $500/hour plus a percentage of gross sales, a tiered monthly Content Network plan plus a percentage of sales, and a custom performance-based Shop Management tier.
MediaLabs quotes custom monthly retainers after a discovery call. Its ranking says creator pay and ad spend pass through at cost. It no longer states a $1M+ revenue minimum; its site describes tiers from SMB/indie (cold start to $100K–$500K a month) through mid-market ($500K–$3M) to enterprise ($3M+). It does not itemize fees publicly, so request a quote and confirm minimums.
Where WABU stands out
- Hispanic & LATAM vertical — a dedicated, culturally fluent practice rather than a general-market program.
- Published pricing and a low-friction entry point — including an hourly in-store live option, useful for brands testing the channel.
- Attribution that feeds payouts — creator-level, real-time, minimal manual work.
When MediaLabs might be the better fit
MediaLabs could be the stronger option for larger or fast-scaling brands that want a heavy, integrated paid-media engine (GMV Max, Spark Ads) alongside organic and affiliate, or for brands that also need European reach. Its larger reported cumulative revenue and creator network may appeal to enterprise buyers — just remember those figures are self-reported, so validate them in a reference call.
Sources
- MediaLabs — official site (services, figures, HQ, pricing tiers)
- MediaLabs — self-published agency ranking, updated Oct 2026 (treat as self-reported)
- WABU — wabulive.com (self-reported figures and pricing)
MediaLabs figures are self-reported, including in a ranking it authored. WABU figures are self-reported. Pricing for MediaLabs is not itemized publicly. Verify all claims directly before relying on them. Neither company is endorsed by or affiliated with TikTok Inc.
Curious how WABU would run your TikTok Shop? Book a strategy session or see the Hispanic & LATAM vertical.
Frequently asked questions
What's the main difference between WABU and MediaLabs?
Both are Miami-headquartered, full-stack TikTok Shop agencies. WABU is a live commerce operator with a dedicated Hispanic & LATAM vertical and published pricing. MediaLabs is an official TikTok Shop Partner with a heavier paid-media emphasis (GMV Max, Spark Ads), managed affiliate programs, and a European arm that includes a German subsidiary.
Which has the bigger creator network?
Both self-report large networks: WABU around 4,800+ active creators and MediaLabs 3,000+ managed creators. MediaLabs also reports $500M+ in estimated revenue generated and 150+ brand partners. All of these figures are self-reported, so ask each agency for creator rosters and case studies, and verify them in a reference call.
Which is better for smaller or first-time brands?
WABU serves new entrants and offers a lower-friction entry point, including an hourly in-store live option. MediaLabs no longer states a $1M+ revenue minimum; its site describes tiers from cold-start SMB brands up to $3M+ a month enterprise programs, all on custom monthly retainers. Compare the minimum commitment each one quotes you.
Do they publish pricing?
WABU publishes tiered pricing: in-store live from $500 an hour plus a percentage of sales, a monthly Content Network plan, and a custom Shop Management tier. MediaLabs quotes custom monthly retainers after a discovery call and says creator pay and ad spend pass through at cost. It does not itemize agency fees publicly.