Pickie is a digital shopping catalogue that allows users to customize their content through personal interests and social activity (e.g. likes, brands followed, mentions) across channels such as Twitter, Pinterest and Facebook. Similar to Flipboard, it is launching first as an iPad magazine. Pickie provides users with products in various categories such as Home Goods, Arts, Gadgets, Furniture, Crafts, Gifts, and Clothing, and features trending/popular product listings alongside editorial content, too. The tablet app also pulls in the user's friends' reviews and social commentary with key product details such as price and availability – the digital version of shopping with a friend. Given that consumers are 20% more likely to trust online recommendations from people they know or recognize (source: Nielsen's Global Online Consumer Survey), this last feature is especially valuable for both consumers and market research purposes. According to Tech Crunch, 90 percent of mobile shopping now takes place on the iPad – and with the increasing tendencies for iPad users to browse content while watching TV and relaxing at home, Pickie provides users with a clean direct point of purchase retail option to fill that time. The external social sharing opportunities are countless, whether it's the option for users to post their wishlist items to Pinterest or tweet out about products that they recommend. Pickie was introduced at Demo Day for TechStars NYC last month, and is now in private beta. It is in the process of raising a $1 million seed round, and there is opportunity for revenue through sponsored products and brand partnerships. For many brands that already have e-commerce capabilities built into their site or mobile apps, it could potentially serve as a lead-in tool. Visit pickie.com The One Thing is a result of the daily 10am meetings held in the DDB Canada offices, where our digital teams meet to discuss new online trends, tools and technologies. For an archive of the 10am links, visit our Delicious account Follow Radar on Twitter: @RadarDDB