When Kat Friday, a revenue operations employee at financial technology firm Marqeta, first came across Pickle on TikTok in February 2025, she didn’t think opening a storefront on the app would ever amount to much.
“I am not into fashion one bit. I wear all black everywhere,” Friday tells Fortune. She initially opened the app to scan for a few outfits for an upcoming vacation. But as she scrolled through Pickle’s more than 500,000 listings, Friday realized she also could use the platform to rent out an expensive camera sitting on a shelf collecting dust in her apartment.
In November 2025, she listed a Canon G7 X camera, which normally retails for around $1,000, for $150 a week, and waited for a response. The rentals came almost immediately…