Social media + online shopping = social shopping

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Ever since sites like Kaboodle and Zebo spearheaded “social shopping” (a mix of e-commerce and traditional shopping where consumers shop in a social networking environment) consumers now have the ability to swap ideas, share product reviews and discuss latest fashion trends with like-minded people before, during and after their decision making and purchasing journey.

Social shopping has certainly helped to personalise the sometimes faceless online shopping experience.  And with 67% of shoppers spending more money online after recommendations from an online community of friends or like-minded people (according to Internet Retailer) a key element of social shopping seems to be the ability to recommend and share additional items that shoppers are likely to want to purchase.

A recent social shopping survey by e- tailer PowerReviews has also shown that a retailer’s own e-commerce sites play an important role in the purchasing process.  Survey respondents rated customer reviews as being the most persuasive factor in making a purchase and nearly half of all respondents said they would leave a retailer’s site if user-generated reviews were lacking.

Online shoe and clothing shop Zappos has certainly taken this knowledge to heart.  Largely known for their successful use of Twitter, thanks to the CEO lending his personality to the company brand, Zappos was also one of the early adopters of social shopping. Their site has a comprehensive ratings and reviews section to advise people on what products they might like based on their purchase selection, aiding the shopping process and helping with the conversion rate. They also have a “notify me of new styles” button, as well as plenty of  “favourite” ratings options so that customers can formulate a shopping list based on selections made by customers who have viewed the same or similar products.

More recently, apparel company Levi Strauss and Co has turned their hand to  social shopping . Their new Levi’s friends store uses the recently-launched  Facebook “like” plugin  to allow shoppers to see the number of Facebookers who ‘like’ an  item. It also allows the shopper to cast a vote about a product, encouraging joint participation in what was previously an individual shopping experience.

Social shopping can benefit retailers in several ways, especially if it is integrated with a wider online sales strategy.  With this in mind, we’re running a free breakfast seminar for retailers on how to use social shopping to increase online profits.

The event runs from 8.30am-10.30am on Wednesday 19th May and will include useful tips and advice on social shopping from the likes of  Geoff Quinn, CEO of TM Lewin, as well as real-life case studies from high-end brands like Jimmy Choo.

While the event is free to attend we ask that you register for the event below or call us on 0207 692 4376 to attend.

Please note: As places are limited the event is reserved for retailers only.

Register for Using social shopping to increase online profits in London, United Kingdom  on Eventbrite

  • Location: FreshNetworks, 229 High Holborn, WC1V 7DA,  London (map)
  • Date and time: Wednesday 19th May 2010, 08:30-10:30
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13 Responses
  • Adrian Swinscoe
    May 7, 2010

    Great to see that companies are starting to embrace the social media to generate and publish social proof of the worth and acceptance of their products/services. Companies like Amazon and Trip Advisor are real leaders in this area but great to see others catching up and innovating in this area too.


    Adrian Swinscoe May 7, 2010
  • May 10, 2010

    Nice article. Most social shopping initiatives, however, are still in the basics sending a piece of content or a link with social networks to alert friends. A real social shopping experience can be realized with co-browsing technology linked to social networks.

    See about how this works for shops and users.

    Laurens May 10, 2010
  • Helon
    May 18, 2010

    I think that this is great article. I like social shopping bookmark websites. Kaboodle is great but I stil prefer and famous I always need quality information about online shopping.

    Helon May 18, 2010
  • [...] Social media + online shopping = social shopping [...]

  • Jeremy
    Jun 21, 2010

    Nice article Jo. I am curious though. From what I’ve noticed about social shopping sites, the common features for social shopping sites such as Kaboodle and Zebo seems to be sharing products with your friends, commenting on them, and looking at user-generated reviews. What other features do you think will come up in the future, or what would you like to see?

    Jeremy Jun 21, 2010
    • Jo Stratmann
      Jun 22, 2010

      Thanks for your comment Jeremy. An extension of ratings and reviews into more of a social sharing experience would be great. If, for example, I’m shopping on Kaboodle and I like, say, a pair of shoes, I would like to see who is a fan of the shoes too. I’d also like to be able to see what other ratings and reviews they have written on other social sites like Tripadvisor for example, as it may be that I’d like holidays or hotels that the person has suggested too. Also perhaps social shopping sites could become more like market trading areas where people trade in items they’ve purchased but don’t like with people who are after that product…

      Jo Stratmann Jun 22, 2010
  • [...] written previously about the value of social shopping and how it can benefit online retailers,  and it seems that the issue of social commerce has risen [...]

  • SMEDIAM – The Social Media Channel for Growing Your Business Online » Social commerce – the future of e-commerce?
    Jul 29, 2010

    [...] 29, 2010 in Social Media · 0 Comment We’ve written previously about the value of social shopping and how it can benefit online retailers,  and it seems that the issue of social commerce has risen [...]

    SMEDIAM – The Social Media Channel for Growing Your Business Online » Social commerce – the future of e-commerce? Jul 29, 2010
  • [...] GPO also provides a great opportunity for multi-channel retailers as it can link to a retailers transactional website, and if that website allows it, the complete customer journey, from search to basket, can be tracked. It can also provide all other relevant information to the customer, including contact details, opening hours and even information like parking facilities or food outlets. Google Places will also contain that all-important consumer review and feedback information – a vital feature of the consumer decision making process in the age of social shopping. [...]

  • aleina
    Sep 3, 2010

    Wow!! What nice info on this post!I’m shopping on Kaboodle and I like, say, a pair of shoes, I would like to see who is a fan of the shoes too.


    aleina Sep 3, 2010
  • Zicocn
    Oct 15, 2010

    I find social shopping sites indeed helpful. For one, it gives someone the opportunity to enjoy products in a new way. Some sites even offer comparison shopping with the befits of social shopping. I like that combines both benefits.

    Zicocn Oct 15, 2010
  • Sophie
    Dec 17, 2010

    I often shop online, this is my favorite site:, its good site, great products, fast shipment, good reply, good service. I get many benefits, like save my time and money. I really like it, reliable…

    Sophie Dec 17, 2010
  • Oct 1, 2014

    Howdy! This blog post couldn’t be written any better!
    Reading through this article reminds me of my previous roommate!
    He continually kept preaching about this. I’ll send this information to him.
    Pretty sure he will have a very good read. Thank you for sharing!

    Converse Oct 1, 2014

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