LTK is relaunching its app to integrate social features, moving beyond its roots as a shopping platform. This change aims to encourage users to share everyday content, while still enabling creators to monetize through tagged products in videos. As social-commerce apps like Flip also diversify into general entertainment, they highlight a trend where blending lifestyle content with commerce is essential for attracting and retaining users. LTK wants to position itself as a lifestyle app, while maintaining its commerce roots.
"We're moving from being a shopping app to really being a lifestyle app," Amber Venz Box, cofounder of LTK, told Business Insider.
"If we cannot solve both, social commerce will never actually go mainstream," Agha said.
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