Facebook and Twitter might be hitting the headlines as they introduce 'buy now' buttons but new research suggests caution might be in order when it comes to the hype surrounding social media and retail – it’s importance in the shopping journey has been declining since 2012.

Research has proven just how effective influencer marketing can be, especially with Gen Zers whose consumer journey often begins and ends on their mobile. Shopping app ShopWith is using the influencer as a way to draw new users, by enabling people to shop their look.

The line between social networks and e-commerce is blurring, making room for platforms like Poshmark to attract users who have a passion for fashion but who also crave authentic, personal shopping experiences. How has this app captivated an audience of wannabe Gen Z entrepreneurs?

Make-up vloggers have established themselves in the beauty industry as trustworthy sources of information on the right products and techniques to achieve specific looks. Col-Lab taps into the power of these influencers, working with eight of them to develop a line of high-quality cosmetics.