It officially launches Tuesday after a few months of beta testing, on an invite-only basis with a waiting list that stood at more than 3,500 a few weeks before launch.
Platforms such as TikTok and Instagram are not intended for product or brand discovery, Labate argued. “Each step geared at social commerce is also a step toward users’ frustration, as they are not there to make purchases,” he said. Brands can upload their product marketplace-style, enhance the shopping experience via storytelling content on their virtual storefronts and tap into creators to advertise with them via short videos and livestream sessions, who in turn, monetize via affiliate programs, users’ reactions and subscriptions.
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