Technology can give consumers visual inspiration, guided discovery and personalized product advice.

Traditional brands and retailers are competing this holiday season with TikTok Shop, an online marketplace where brands and creators can sell directly to consumers in their videos. It “empowers brands and creators to connect with highly engaged customers based on their interests,” the company says. While it remains to be seen just how much of an impact TikTok Shop will have on the market, what is not up for debate is that TikTok has evolved into an incredibly powerful product discovery engine.

Ad Age turns to Stylitics’ CEO, Rohan Deuskar for insights into how TikTok may be reaching more shoppers, but is it a better experience yielding better results for retailers?