The path to purchase is no longer linear. Thanks to increasingly personalized shopping, consumers are visiting different platforms, using multiple planning apps, and browsing at varying touch points before making a purchase. Even e-commerce shoppers are taking a less direct path to checkout. They aren’t just seeing an ad on Instagram and clicking “Add to cart” without first checking to see if their social media friends — or influencers — are using or talking about the product. This changing behavior demonstrates the need for personalized, meaningful interactions with brands to drive social commerce.