Shoppers are no longer turning to retailers to figure out what products to buy, how to wear their hair and what makeup styles are trending — they are figuring it out for themselves on TikTok. That leaves retailers chasing the trends instead of making them.Much of the conversation on what to buy is driven by shoppers on the once-niche social media app designed to share dance trends.'A few years ago, TikTok was just this teen app with 35 million users where you thought, 'Eh, I don't know,'' said Debra Williamson, a social media analyst with eMarketer.

https://www.nbcnews.com/business/consumer/how-do-retailers-know-what-will-sell-out-they-check-n1271587

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