With the holiday shopping season upon us, small businesses are looking to maximize their digital marketing in order to compete with larger retailers. Dan Lagani, President and Chief Revenue Officer at Diply joins Cheddar to discuss how platforms like Buzzfeed and CNN are getting in on the action. He explains how companies are getting a percentage of revenue for posting videos and content on a specific product. But this isn't a new concept, it's just gaining in popularity with the fast-paced movement of technology. Lagani says that according to a new PWC report, only 35% of consumers intend to be in a physical store on the Friday after Thanksgiving this year...that's down from 60% two years ago. He talks about how social commerce has impacted this shift.