Olabi Sutras

For decades, shopping followed a relatively predictable path: discover a product, visit a store or website, compare options, and make a purchase. The journey was largely controlled by the retailer, with brands deciding where customers discovered products, how they interacted with them, and where transactions happened. That journey has become far more fragmented. For Gen Z, shopping journey can begin anywhere. A product might first appear in an Instagram Reel, a creator's recommendation, or a short-form video. The consumer may then search for reviews on Google or YouTube, compare prices on marketplaces, visit the brand's website, check social media comments, [...]