Fashion brands continue to seek new ways in which they can harness the power of social media. With connected consumers driving the so called "selfie-culture" yet hesitant to engage with their favorite companies and brands outside of "liking" a brand's Facebook or Twitter account, companies must expand outside of trending hashtags and create lucrative sales channels on social media. In 2016, consumers are slowly migrating purchases to social media. Emerging markets are ahead of the game, with start-ups like Grabble and Shopa pushing the boundaries of s-commerce. In markets like China and India, over 40 percent of consumers have made purchases through social media websites. In the future, the boundaries between m-commerce and s-commerce will blue even further as a new generation of shoppers born in the digital age enter the market.