Mulu's 'Latest' is a whole new kind of shopping app

A new app called The Latest from tech-company Mulu lets shoppers browse mobile content from blogs and publications and shop recommended items.

Publications that embed Mulu's technology allow them to embed items into a story. When selected by a reader, Mulu crawls the Web looking for retailers that carry the product. Mulu can recognize and categorize 400 million products and locates items available at retailers such as Amazon, Overstock and Target, according to TechCrunch. Then it's just click and buy.

Here's how it works. Shoppers follow their favorite categories and tastemakers. Every time they post or publish anywhere online, Mulu pulls the products they mention directly into a feed. The result is an ever-bubbling stream of shoppable posts from favored curators.

Mulu's mission is to "map the world's products based on when, where, and how they're mentioned online." Publishers are enabling Mulu to gain new revenue streams and retailers benefit from increased traffic and conversions.

For more:
-See this TechCrunch story
-See this Mulu app

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