The Lobby, an online marketplace where influencers post shoppable videos reviewing clothing and accessories, made its national debut on Tuesday.
The Lobby — a digital marketplace described by founder and CEO Abigail Holt as "QVC meets TikTok" — rolled out nationally on Tuesday, bringing its feed of influencer-produced shoppable videos to the masses. Though the company first hit the scene in 2018 as a try-before-you-buy shopping service similar to Amazon Prime Wardrobe, its latest iteration is vying to become a bonafide video marketplace with an emphasis on direct-to-consumer brands.
"I felt like online shopping never felt the same kind of visceral, serendipitous fun [of brick-and-mortar]," Holt told Business Insider. "It was always very convenient, but besides that felt flat and emotionless. It felt like work." The platform — which in beta testing conducted 90% of its business on mobile, but is also available in a less-optimized form on desktop — currently features 40 influencers, who share videos between 30-to-90 seconds of themselves wearing and reviewing clothing and accessories.
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