Wildcards let one criteria match many pieces of text:
* stands for any number of characters: "*Ltd" ends with Ltd, "Coffee*" starts with Coffee, "*coffee*" contains coffee anywhere.? stands for exactly one character: "PK-???" matches PK-104 but not PK-77.~ makes the next character literal, for text that contains a real asterisk: "Promo~*".
COUNTIF, SUMIF, the IFS versions and VLOOKUP accept wildcards in text criteria. XLOOKUP needs to be told: set match_mode to 2. To build the pattern from a cell, join it: "*"&F2&"*".
Wildcards ignore case, and they only work on text, not numbers.