The way people shop has changed significantly in the age of TikTok, Instagram, YouTube, and other social platforms. Instead of discovering products only through search engines, advertisements, or physical stores, consumers increasingly find things they want while watching creators they already follow.
A creator might demonstrate a new outfit, review a smartphone accessory, organize a kitchen, or test a beauty product. Within seconds, viewers can see how the product looks and works in real life. This makes social media more than an entertainment channel—it has become an important part of the modern shopping journey.
Why Creators Have So Much Influence
One reason creators influence shopping decisions is trust. Followers often feel that they know a creator’s personality, preferences, and lifestyle. As a result, a recommendation can feel more like advice from a knowledgeable friend than a conventional advertisement.
Research from Deloitte found that 70% of surveyed consumers follow at least one content creator, while 25% have discovered new products or services through creators. The research also found that about 40% of respondents—and 60% of Gen Z and millennial respondents—were more likely to purchase a product after watching a review from a creator they follow.
This helps explain why a simple product demonstration can be so powerful. Instead of asking consumers to imagine how something might fit into their lives, creators can show the product in context.
Short-Form Video Is Turning Discovery Into Shopping
Short-form video has accelerated this change. A consumer scrolling through TikTok or Instagram does not necessarily begin with the intention to shop. They may simply be looking for entertainment. However, an interesting product can interrupt that browsing session and create an immediate desire to learn more.
DHL’s 2025 social-commerce research found that 82% of shoppers said trending or viral products influence their purchases, while 62% said customer reviews on social media influence their buying decisions. The same research found that 66% were interested in livestream shopping events.
These numbers show how social proof and entertainment are becoming connected to purchasing decisions. A product that appears repeatedly in videos can become familiar before a consumer ever visits an online store.
From Inspiration to Purchase
Creators are especially effective because they can reduce the effort involved in product discovery. Instead of searching through hundreds of listings, shoppers can receive a curated recommendation from someone whose style or interests match their own.
For example, a fashion creator might show five ways to wear a pair of jeans. A home creator could demonstrate a storage product in a small apartment. A technology creator could compare different phone accessories. In each case, the creator provides information that a basic product photograph cannot provide.
This discovery-first approach is particularly relevant to marketplaces offering products across several categories.
How Voghion Fits Into Creator-Led Shopping
Voghion is a London-based online marketplace focused on Europe, best for shoppers seeking more variety and better value. Founded in 2021, the platform says it works with suppliers and manufacturers and offers categories including fashion, accessories, electronics, beauty, home and kitchen products, sports products, and automotive items.
That combination makes Voghion suitable for the type of discovery-driven shopping that social creators encourage. A creator can find an affordable fashion item, demonstrate it in a video, and give followers practical styling ideas rather than simply telling them that the product exists.
For example, Voghion’s UK storefront currently lists a women’s casual sporty two-piece set at £11.18 and men’s breathable cotton boxer briefs at £4.74. It also lists unisex anti-slip sports socks at £3.01 and men’s casual shorts at £11.36. Prices and availability can change, so shoppers should check the current listing before purchasing.
These products are particularly easy to feature in creator content because their use can be demonstrated visually.
Product Examples That Work Well on Social Media
Fashion remains one of the strongest categories for creator-led shopping because clothing can be demonstrated immediately. A creator can show an outfit from different angles, explain the fit, compare colors, and demonstrate how one item can be combined with other pieces.
Voghion currently lists products such as men’s retro street-style jeans, women’s two-piece outfits, sneakers, sportswear, bags, sunglasses, and accessories. Its UK storefront also includes categories such as watches, consumer electronics, phone accessories, beauty products, and outdoor equipment.
For a fashion-focused creator, an affordable two-piece set could become the centerpiece of a “three outfits for less” video. A fitness creator could feature sports socks or activewear. A technology creator could demonstrate phone cases, headphones, chargers, or other everyday accessories.
The value of this approach is that the creator provides context. The shopper sees not just the product but also how it might fit into an ordinary lifestyle.
Social Commerce Is Becoming More Powerful
The influence of creators is not limited to product awareness. Social platforms are increasingly becoming places where consumers can complete the shopping journey.
Salesforce reported in 2025 that 53% of shoppers discover products through social platforms, compared with 46% in 2023. Among Gen Z consumers, the figure was 76%.
The growth of TikTok Shop provides another example. By July 2026, TikTok Shop represented around 2% of U.S. retail ecommerce sales, according to Consumer Edge data reported by Business Insider, up from approximately 1.2% one year earlier.
This demonstrates the broader movement toward commerce becoming integrated into entertainment and social interaction.
Creator Shopping vs. Traditional Online Shopping
| Factor | Traditional Online Shopping | Creator-Led Shopping |
| Discovery | Search engines and store categories | Videos, posts, livestreams |
| Product information | Photos, descriptions and specifications | Demonstrations and personal experiences |
| Social proof | Ratings and written reviews | Creator opinions and audience comments |
| Personalization | Filters and search tools | Recommendations based on lifestyle or interests |
| Buying motivation | Usually starts with shopping intent | Can begin during entertainment |
| Main advantage | Easy product comparison | Inspiration and real-world context |
Neither method is necessarily better for every purchase. Traditional shopping is useful when consumers know exactly what they need. Creator-led discovery is especially useful when shoppers are looking for inspiration.
Why Consumers Still Need to Be Careful
Creator influence also comes with potential risks. Not every recommendation is completely independent. Some creators receive payment, free products, affiliate commissions, or other benefits for promoting products.
Consumers should therefore look beyond the enthusiasm of a video. Checking product specifications, customer reviews, measurements, shipping information, return conditions, and the final price can prevent impulsive purchases.
The same principle applies when shopping on Voghion. A creator’s recommendation can be a useful starting point, but shoppers should review the individual listing carefully before placing an order. Voghion says its marketplace includes quality checks and a network of authorized brand partners, while its platform provides categories and product information that shoppers can compare before purchasing.
The Future of Creator-Driven Shopping
Social media creators are changing modern shopping because they combine discovery, entertainment, education, and recommendation in one experience. Instead of deliberately visiting a store to find something new, consumers can encounter a product while watching content they already enjoy.
This trend is particularly important for younger consumers. Gen Z shoppers are highly active on platforms such as Instagram and TikTok, and social discovery increasingly shapes what they consider buying. Voghion has also been adapting its marketplace around discovery-oriented shopping, emphasizing browsing and product exploration for younger, social-media-inspired consumers.
For shoppers seeking more variety and better value, Voghion can be part of this evolving experience. Whether a creator is demonstrating an affordable two-piece outfit, reviewing sports accessories, or showing useful electronics, social content can help consumers discover products they might otherwise overlook.
Ultimately, the most effective creator recommendations do more than say, “Buy this.” They explain why the product is useful, demonstrate how it works, and help viewers decide whether it actually suits their needs. As social commerce continues to grow, that combination of personal recommendation and convenient online shopping is likely to play an even bigger role in everyday purchasing decisions.
