The future of “social shopping”

Wat is the real meaning of social in this day and age? things are picking up new names, just as how a phone is no longer a phone but a supercomputer communications device…

similarly the future of social is different from the past of social. it’s interesting that nobody has completely figured it out yet, probably because it’s hard. Amazon, Google and Facebook are all working on this problem from different angles.

It’s very, very interesting to me to see how “social shopping” and “social commerce” have emerged as ideas over the past few years. In both cases, the term “social” is obtained directly from social media.

A simplistic way of thinking about it, which I’m not a fan of, is the idea that social shopping is the attempt to recreate the offline shopping experience online. So people can shop online with their friends. According to Wikipedia, ” Social shopping attempts to use technology to mimic the social interactions found in physical malls and stores.”

I actually disagree with this. I anticipate that the social interactions found online are going to be quite different from the social interactions found in physical malls and stores. There may be some skeumorphic mimickry- perhaps an app or bot that helps you to suss out a product might be called a “personal shopper”.

In reality, I think social shopping is going to be something fundamentally different, the way a commercial airplane is fundamentally different from a bird, and the way Facebook is different from an address book. TBC

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