From TikTok to the till: Adapting to new buying behaviours across different demographics

Social platforms such as TikTok, Instagram and YouTube are collapsing the traditional retail funnel. Today, discovery, engagement and purchase often happen almost instantly, forcing retailers to rethink not just how they attract customers, but how they convert and retain them. The challenge is complicated by the fact that each platform has its own content style and expectations, and different demographics interact with them, and with brands, in their own distinct ways.
For retailers, this shift