The rise of social media over the past decade has not only changed the way people communicate, it has undoubtedly also had an impact on how they shop, be it online or at a boutique around the corner.

Before making a purchase, consumers now have the chance to scroll through thousands of product photos on Instagram or Pinterest, look for promotions on a retailer’s Facebook page or scroll through comments in a brand’s Twitter feed.

According to PwC’s Total Retail 2016, a global survey of nearly 23,000 people, 78 percent of consumers are influenced by social media when shopping online. The following chart sums up in which ways social media affects online shopping behavior.