TikTok Shop
In-app e-commerce inside TikTok — live shopping streams + product tags in videos. Huge in Asia, launched in the US in 2023, EU 2024.
Drove ~$33B GMV in the US during 2024. Competitors: Instagram Shopping (more moderated), YouTube Shopping. Asian model ("live commerce") the West is slowly adopting — common in China via Douyin since 2018.