Social shopping, or purchases made through social media sites that sometimes incorporate livestreaming events with influencers, is booming. Almost half of U.S. consumers (47%) say they’ve made a purchase on social media, and 39% say they have bought that way and would do so again, according to 2022 data in a report released in April by the market intelligence agency Mintel.

“Shopping on social media has really taken off more with younger consumers. They’re on their phones more and on social media more often, so it’s easier to purchase via social media when they find a product they like,” says Katie Hansen, senior retail and e-commerce analyst at Mintel and author of the report.

In Kimberly Palmer’s latest for the Washington Post, learn guideposts when engaging in social shopping.