How to reach non-funnel shoppers when purchases are unplanned

You weren’t planning to shop, but you bought something anyway. That’s now the norm — 86% of shoppers say they make unplanned online purchases every month, often discovering products while scrolling, streaming, or browsing social media.
Impulse buying isn’t the exception — it’s the default. People are discovering products in everyday digital moments, often on platforms not designed for shopping. If brands don’t connect quickly, the opportunity disappears just as fast.