Consumers increasingly discover, explore and buy through the platforms, creators and communities where they already spend their time. From TikTok Shop and livestreaming to influencers and social video, the boundaries between media, entertainment and commerce are rapidly disappearing. Social shopping is no longer simply another sales channel. It reflects a broader shift in consumer behaviour, where media can be a store, creators can be storefronts and almost any moment can become shoppable. What does this mean for retailers and brands seeking to remain relevant, distinctive and profitable in a world where shopping is becoming part of everything?