The new buying journey: Google’s 4S.
For decades, the famous conversion funnel was enough to understand and interpret consumer behavior. But in 2025, consumer habits have radically changed, in line with new consumption trends. We are now facing a complex ecosystem, where shopping journeys are no longer linear but rather highly unpredictable.
According to research by Boston Consulting Group (BCG) and Google, more than 75% of interactions with a brand now take place via smartphone—often without following a linear path. Consumers fluidly move between streaming, scrolling, searching, and shopping simultaneously. This is what Google calls the 4S: a framework reflecting today’s fragmented, impulsive, and connected buying journey.
The collapse of the traditional model
The myth of linearity
For decades, marketing relied on a simple and attractive model: the conversion funnel. It assumed a linear path where consumers moved methodically from awareness to consideration, and finally to purchase decision. But this vision, however reassuring, no longer reflects reality.
Recent studies reveal that 83% of consumers now follow a non-linear buying journey, jumping from one step to another without clear logic, going back and forth, constantly exploring new options.
The modern consumer no longer follows a predictable path. They may discover a product in a YouTube video in the morning, forget about it, stumble upon an Instagram ad in the afternoon, run a Google search in the evening, and finally purchase it three weeks later after reading a TikTok review.
This complexity introduces the concept of the “Messy Middle“: a zone of ongoing exploration and evaluation.
les 4S proposés par Google
Streaming : captive attention
Today, streaming no longer refers only to movies or music as it did years ago. In 2025, consumers watch YouTube videos, listen to podcasts, follow live shopping events, and discover products in real time, embedded in their daily lives. Streaming has become an influence channel, where engagement is instant and purchase intent can arise with a single click.
Examples:
- YouTube: Tutorials, unboxings, and reviews now include shoppable links, allowing users to buy products directly from videos.
- Podcasts and livestreams: Brands sponsor episodes or host live shopping sessions on TikTok and Instagram.
- Ads: YouTube video ads now let viewers click to purchase without leaving the video.
To stand out in this saturated space, brands must embrace smarter, more immersive content strategies. Contextual advertising plays a key role: with AI, ads can be tailored to the exact content being consumed. Behavioral data allows delivery of the right message, at the right time, to the right person. Netflix is a perfect example: the platform even adapts thumbnails to match users’ visual preferences, boosting engagement.
Scrolling : passive receptivity
Scrolling creates a unique mental state: passive receptivity. In this state, consumers are more likely to be influenced by recommendations, testimonials, or product demos naturally integrated into their feed. They browse Instagram, TikTok, or Pinterest without intent to purchase, but can be converted within seconds.
Examples:
- Instagram & TikTok: Posts, Reels, and Stories with product tags or “Shop Now” buttons drive instant purchases.
- Pinterest: Shoppable pins and inspiration boards guide users toward relevant products.
- Native ads: Swipe-up formats or product carousels blend seamlessly into feeds.
Today, everything comes down to seconds. On average, an Instagram post gets only 2.3 seconds of attention before users scroll on. Without an immediate visual or narrative hook, your message disappears.
On TikTok, the most effective videos are under 15 seconds, considered the sweet spot for retention and engagement. Short-form storytelling forces brands to be concise yet impactful. 65% of users scroll without immediate purchase intent. They explore, consume, and entertain themselves. In this “pre-purchase” space, relevant and memorable content can turn a viewer into a future customer—even if conversion isn’t instant.
Searching : search remains king
Même à l’ère des réseaux sociaux, la recherche reste un pilier. Nous sommes passés d’une recherche textuelle simple à un Even in the age of social media, search is still a cornerstone. We’ve moved from simple text-based queries to a multimodal ecosystem that integrates text, images, voice, and conversational AI. Consumers use Google, YouTube, or social search bars to compare, read reviews, or find alternatives.
Examples:
- Google Search: Rich snippets, reviews, and optimized product listings (via Google Merchant Center) heavily influence decisions.
- Voice & visual search: “OK Google, show me red summer dresses” or Pinterest’s image-based searches.
- YouTube: Tutorials and comparisons remain powerful decision-making tools (e.g., “Best smartphone 2025”).
Within the 4S journey, Searching is pivotal: it’s the moment when users express clear intent, looking for an answer, solution, or product. Winning brands are those that deliver useful, optimized content across all new search formats. SEO and helpful content remain fundamental: practical guides, detailed comparisons, and well-structured FAQs directly address user queries.
Search is no longer limited to the keyboard.
Shopping : a frictionless path to purchase
Shopping today is seamless, fast, and multi-channel. Consumers move from social platforms to e-commerce sites, or buy directly from ads, without disruption. Purchases can occur at any point in the journey, often impulsively.
Examples:
- Integrated checkout: Instagram Checkout, Facebook Shops, YouTube “Buy” buttons.
- Express delivery & flexibility: Amazon Prime, 1-hour delivery, or click & collect.
- AI & personalization: Recommendations based on browsing history or past purchases (e.g., “Customers also bought…”).
The journey is no longer linear; it’s a fluid, everyday experience. Social commerce illustrates this shift: consumers can now buy directly within Instagram, TikTok, or Pinterest. This already accounts for 12% of global e-commerce, and it’s growing as platforms strengthen integrated shopping features.
Meanwhile, live shopping—a mix of entertainment and conversion—booms worldwide. In China, this market already exceeds $300 billion, with Europe quickly catching up.
Voice commerce is also rising. Commands like “Alexa, reorder my usual groceries” fuel 30% annual growth, redefining convenience.
Omnichannel is now essential: starting a cart on mobile and finishing on desktop, or buying online and picking up in-store, ensures the fluidity consumers demand.
How to integrate the 4S into a marketing strategy
Google’s 4S framework is not just theory—it’s a methodology to align marketing with new consumer behaviors. Brands must understand where customers spend their time, how they interact with content, and what they expect throughout their journey.
The first step is mapping touchpoints between your brand and your audience. Influence maps help identify these key moments: when do prospects discover content via streaming? When are they most active in scrolling? Where do they switch into search or purchase mode?
By combining this with analytics, you can tailor your messaging at each stage. A consumer discovering your brand through YouTube is different from one typing a precise Google query. With AI and data, brands can now anticipate needs and deliver targeted offers: dynamic emails, personalized product recommendations, push notifications. This is called ad sequencing. For instance, you might first show a video ad (Streaming) to build awareness, then follow up with a promotional offer after repeated exposure in Scrolling. Every interaction becomes a scenario.
Case study : Sephora
Beauty giant Sephora has been leveraging an advanced omnichannel strategy where the 4S are fully integrated.
- Streaming: Sephora hosts live events (YouTube, Instagram, and its website) featuring tutorials, masterclasses with makeup artists, and product launch events. These educate consumers and strengthen brand connection.
- Scrolling: Sephora’s Instagram and TikTok feeds are designed to capture attention within seconds. They feature short-form videos, UGC reposts from real customers, and beauty challenges like #SephoraSquad, generating millions of views and massive organic reach.
- Searching: Sephora optimizes SEO with in-depth content such as routine guides (“how to choose foundation?”), FAQs, and detailed product pages (reviews, ingredients, tips). They also focus on local search (“Sephora + city”) to drive foot traffic.
- Shopping: Sephora fully embraces social commerce, live shopping, and omnichannel options (e.g., reserve online, pick up in 2 hours). For the launch of Fenty Beauty, they hosted an interactive live shopping event where viewers could buy products in real time.
The 4S are not a trend, but a new reality. As an online retailer, you must adapt to this new, non-linear journey. Success now depends on agility, personalization, and innovation. You must be present at the right moment, on the right channel, with the right message.
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