Social commerce

Ann Mack, Marian Berelowitz and Patty Orsini

This report from JWTIntelligence examines how the worlds of social networking and e-commerce are coming together.

Social commerce

Ann Mack, Marian Berelowitz and Patty OrsiniJWT, New York

Executive summary

"Social will have a transformational impact on shopping," said Christopher Payne, chief of eBay North America, at the Internet Retailer Conference in June. "The key is to begin to experiment." Indeed, while there are plenty of hurdles (privacy issues, for one) when it comes to syncing the social graph with commerce and an array of naysayers, there is also plenty of potential. And just what clicks with consumers will be rapidly determined in the near future as smart brands tinker with strategies in this space.

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