Consumers’ relationship with online search has undergone a massive shake-up — and it’s changing the fabric of the Internet.

According to Google: “People have new needs. Every day 15% of the search queries we see on Google are ones we’ve never seen before.” That includes more searches for lifestyle-driven fashion queries like “what to wear for graduation.”

Today, online shopping is no longer an isolated activity. It’s an ongoing journey people undertake to explore their passions, identities, aspirations and to meet their day-to-day needs. These needs include confidence and social acceptance. People shop to assert control over chaos, and to better understand themselves.

 The problem is that too many retailers are still approaching digital commerce like a point-in-time transaction.

In the coming decade, retailers who embrace lifestyle commerce will win. Learn why.