Point of view: Shop talk

This article discusses the development of social commerce - the integration of social media and ecommerce - using examples of some successes and failures.

Point of view: Shop talk

Molly Flatt1000heads

Social commerce – where the act of shopping becomes seamlessly embedded in the creation, sharing and consumption of social media content – has always been the pot of gold at the end of the social media rainbow. According to McKinsey, word of mouth drives 20-50% of purchase decisions, so enabling people to buy in the same venues and contexts where they're chatting with their peers makes total sense.

Unfortunately, it's had a less-than-salubrious history. Facebook has found it particularly hard to nail. First there was 2007's short-lived Beacon plug-in, which published users'...

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