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TIkTok, the massively popular social media platform that lets users post short videos, has its eyes on a new venture: online commerce. The app has started offering vendors a series of substantial subsidies that are already paying off big time for a growing number of sellers – results that have thus far evaded other social media services who have tried to get their own marketplaces off the ground. There is good news for the incumbents, however: Though many users discover new products on TikTok, they actually buy them on Amazon.

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