"I love it was born from a desire for me to make shopping way more inspirational and fun, but also more purpose-led," d'Amato states, explaining her platform's mission to transform online shopping experiences.
"For so many brands, they're pumping so much money into advertising, and yet, 92 per cent of people much prefer to buy off a friend's recommendation or a family's recommendation. Word of mouth is just way more powerful," d'Amato emphasizes the importance of personal endorsements over traditional advertising.
D'Amato envisions 'I love it' as blending Reddit-like recommendations with a new 'purpose-led' TikTok experience, fostering a community-focused shopping environment.
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