Every major social platform is attempting to understand shopping behavior. On Snapchat, that means testing out exclusive drops with Jordan Brand or Adidas. On Pinterest, it looks a little more like personalized ads based around what users pin to their digital board. Other platforms, like Google and Instagram, are also wading into the crowded place with shoppable ads or checkout options.
And then there’s TikTok, which is ahead of these companies in other parts of the world and beginning to test the shopping waters in the U.S.