The Chime survey reveals that social media shopping has become an integral part of our daily lives. On the surface, these figures are astonishing, but upon closer inspection, one cannot help but wonder: Are we really just ‘browsing,’ or are we being ‘browsed’? It seems that during our leisure time and breaks, we have unwittingly become part of a vast shopping army. Especially those who claim to be ‘just looking’ contribute a significant purchasing power, which raises doubts about whether we are truly browsing or being influenced to browse.