Currently only one in 10 US consumers have purchased from a live stream, this is set to jump to one in four within six years predicts Accenture.

There's a new consumer in town and brands should pay attention.

Before, brands have relied on major ad campaigns and bricks and mortar stores to drive revenue. Nowadays, with an increasingly social media savvy consumer, brands are having to refocus their content marketing efforts online.

There is no denying that the pandemic has created a brand new customer who is hungry for a seamless, personalised and above all entertaining way to shop. Fashion and beauty enthusiasts are jumping online to discover the hottest styles from the latest drops, to share countless tutorials and reviews and looking towards influencers to make purchase decisions. This is not only via social, new data indicates that after Amazon, customers are making the most online purchases via a retailers site or app (Gartner, 2021) .