Tyler linked his post to a $34.88 smartwatch available on TikTok Shop from a merchant called MoonMates, which did not represent the item as Apple-made. Because the video featured a TikTok Shop tag, Tyler was likely eligible for a commission on any watch sales his video generated. Others may do it unintentionally because they're not entirely sure whether a steeply discounted TikTok Shop product is authentic. If false video reviews proliferate across TikTok Shop, it could pose an existential risk for the nascent e-commerce platform. TikTok user Vincent Patritto went viral in September after promoting a pair of Crocs that were available on TikTok Shop.

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Persons: Austin Tyler, Tyler, TikTok, they're, Brett Hollenbeck, Hollenbeck, it's, Vincent Patritto, they've, Patritto, Lululemon Athletica, Influencers, aren't Organizations: Apple, Apple Watch, Shop, UCLA's Anderson School of Management, New, Prime, YouTube, Expedia, UCLA