I think one of the biggest shifts we're seeing in consumer behaviour is how peop
By Sophie Go24 · October 13, 2026 · Curated by George's Blog
I think one of the biggest shifts we're seeing in consumer behaviour is how people discover products.
People aren't necessarily going to Google or heading straight to a retailer anymore. They're finding things through creators, communities and content they genuinely enjoy.
BookTok is a brilliant example of this, but we're seeing it happen across so many industries.
For brands, I think the biggest opportunity is understanding how to become part of that discovery process, rather than just focusing on selling.
TikTok is changing the way people shop, and I genuinely think we're only scratching the surface of what's possible.