Navigating the New Era of Online Shopping

This chapter examines TikTok's rapid rise in shop revenue, projecting $17.5 billion for 2024 in the US, and discusses the transformation of online shopping through social commerce. It highlights the integration of AI in advertising by platforms like Meta and Google, aimed at simplifying ad processes for small businesses. Additionally, the chapter addresses the challenges and innovations within the open web, especially concerning data control and consumer engagement.