The question
TikTok’s move into shopping raises a question about how far a successful product can stretch. People open the app to be entertained. What needs to change for them to discover products and buy things there too?
What we examined
We traced the product’s development from Musical.ly, considered the job people use it for and examined the move into e-commerce. The analysis brought together product design, user behaviour and the choices involved in extending a business.
Why it interests me
The most interesting part is the relationship between a product’s original appeal and its next source of growth. A new feature can create a new opportunity while also changing the experience people came for. That is a useful question for anyone working on a platform or a new business model.