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Key Takeaways Stop chasing the one channel that “worked” last quarter. Customers are stitching together nearly 20 touchpoints before they buy, so your job is showing up consistently everywhere, not guessing right once.
AI will get your product in front of the right person, but it won’t close the sale for you — the reviews, the pricing, the checkout still have to hold up once a human actually looks.
Loyalty isn’t a big campaign twice a year, it’s showing up the same way, on the same terms, over and over.
Remember those times when the entry point to the sales funnel was kind of straying in the dark? Well, things changed. The average user scrolls around seven different platforms every month, and 82% of buyers check social media first and only then (not a given) go to a brand’s website. Shop is no longer a place; it is a moment that can happen anywhere — in a feed, inside a chat window, or during a live stream.
As a founder, if you are still building your growth strategy around a single funnel from an ad to a checkout through the landing page, your model is no longer as relevant. Here are the five pillars shifting where buying actually begins, and how you can respond to these changes.
1. Discovery can happen everywhere
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