The B2C landscape is heavily affected by eCommerce and online shopping that has been gaining more and more traction since the pandemic. Gen Z consumers find shopping online a natural and easy process. Customization is one of the biggest trends in online shopping. Direct Live Stream shopping is another where brands can broadcast live shopping events at ease. Rewards-based on CheckIns might be a bit more manipulative; there are several brands that expose customers to new products every day to the dopamine form, as well as hooking customers to the brand.