TikTok Debates: Are These Shoes or a Sponge?

TikTok is using automated technology to identify items in videos and direct viewers to "similar" items for sale in an effort to make all posts shoppable, even content not shared by influencers. However, the shopping recommendations have been widely criticized for being inaccurate and irrelevant. This raises questions about whether creators will have a say in this, if they will receive a cut of sales, and what's in it for them. TikTok's push towards e-commerce has made the platform feel like an endless shopping list, with even non-shopping-related content leading to a focus on purchasing.