So, you're scrolling through your 'For You' feed on TikTok and the next second you discover a short video demonstration of a super glue product or pair of jeans that you've seen trending on TikTok. Or a video of someone going through the advanced features of a smart watch, saying how affordable it is, and of course, how you can buy it on TikTok.

This is the allure of what has come to be known as 'shoppertainment,' the strategy pioneered and perfected by the short form mobile video app. This blend of entertainment and commerce has proven to be very effective at captivating consumers and has doubtlessly pointed numerous users to head straight to TikTok Shop, the in-app shopping feature within TikTok.