Over the past several years, e-commerce startup Mulu has built a backend technology that allows publishers to instantly embed shoppable items in their web pages. But now the company is introducing a new mobile app called “The Latest,” which targets consumers by connecting them with products mentioned by their favorite publications and tastemakers.

When you sign up, the app asks you to select a few topics, allowing you to choose between categories like Style, Gadgets, Body, and Home. Doing so subscribes you to a feed of content from publications in each of those verticals: If you follow Gadgets, for instance, you’ll see content from Wired and Mashable; at Home you’ll see stuff from Apartment Therapy.

What the app enables you to do is shop items that have been shared by those publications. So for instance, you can check out Wired’s article “Here’s The Gear We Couldn’t Live Without”…

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