Recent research has highlighted that consumers, particularly Gen Z, are increasingly using social media as a search engine for product research and discovery. Instead of relying on search engines such as Google, consumers are increasingly turning to their favourite platforms and influencers to see what products they are promoting or using, transforming traditional social media platforms into shopping inspiration. And for platforms such as TikTok, where an e-commerce platform is already built in, social media is quickly becoming a one-stop shop.