Google continues to lose ground to Amazon: Amazon is holding steady as shoppers’ search engine of choice for products, even as TikTok and other social platforms attract Gen Z consumers.

Social media and TV are the top channels that consumer packaged goods (CPG) consumers use to find new products, but in-store still plays an important role in product discovery. Meanwhile, Amazon and Walmart are fighting to capture share of CPG product searches, though in-store consumers are more likely to turn to Google for help.

Gen Zs are more likely to start their shopping journey on TikTok than Google: They’re also less likely to cut back on discretionary spending, despite inflation.

Amazon is the latest company to copy TikTok: The retailer is adding a continuous, shoppable feed to its app to enhance product discovery and grow sales.

Despite relatively low levels of adoption, social commerce features multiply: Meta-owned platforms lead the way when it comes to social commerce features, but TikTok, Pinterest, and others are working hard to catch up.

Find out how AI can solve common commerce pain points by taking simple mistakes

The dominant digital path to purchase begins with a product search—often unbranded—during which the consumer demonstrates intent. They are subsequently delivered paid and organic results for relevant brands and retailers, steering them in the direction of a conversion event. But what about all those times when a consumer doesn’t know what they want? That’s the opportunity for discovery, and where social commerce platforms are beginning to fill the void.

Social commerce has reinvented itself many times over but has yet to prove itself as a solid sales tactic. Next year, the version that has been evolving during 2018 could finally take hold.

Retail is in the midst of a transformation, at both physical stores and online. This report examines 10 trends that will most shape retail in the year ahead.