Why static eCommerce no longer converts, and how social, video, and AI are reshaping the path to purchase.

90% of shoppers now arrive on fashion websites in browse mode, inspired, curious, and ready to explore. But most eCommerce experiences haven’t caught up. They’re still built for the 10% who know exactly what they want.

Backed by data from our 2025 Consumer Survey of 23,000+ shoppers, plus insights from leading fashion brands, The New Rules of Fashion Discovery, StoryStream explores how forward-thinking brands are reinventing their sites to meet modern shoppers where they are, bringing the creativity, authenticity, and intelligence of social and AI discovery into eCommerce.

What’s inside

👗 The ‘browsing majority’: Why most shoppers come to your site to explore, not transact, and what that means for conversion, AOV, and retention.

🛍️ Decoding the fashion buyer: The psychology of modern fashion shoppers (emotional, contextual, and social) and why inspiration drives purchase confidence.

📸 Opportunity #1: Authentic Inspiration through UGC & Video: See how brands like Hobbs and Sweaty Betty use community content and shoppable video to build trust, lift engagement, and increase conversions.

🤖 Opportunity #2: Intelligent Guidance through AI Discovery: Learn how StoryStream’s AI Visual Stylist (AVS) turns static websites into dynamic, conversational discovery journeys.

Download The New Rules of Fashion Discovery and learn how leading brands are blending authentic inspiration and AI intelligence to convert today’s browsing majority.