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Social shopping as we know it today appeared as a result of combining the two major online activities: social networking and online shopping. As the majority of the Americans got used to researching products on the web before buying them, no wonder that social shopping network (online social shopping, online social shopping community) became such a powerful tool for that.

According to the study released by Yahoo! and OMD Internet is the most trusted shopping information resource for a great majority of people (54 percent). While nearly three-quarters of the surveyed said they use only trusted, familiar websites when purchasing online.

Why and how does it work?

·         Social shopping network communities is an efficient word-of-mouth marketing tool providing a wide range of opportunities for small-budgeted enterprises -> community builds buzz that leads to sales

·         People look online for information (on products of all kinds) as an essential part of their purchase decision process -> “communal shopping” offers the trusted source of information

·         Using social shopping sites (online social shopping website) people can learn what’s popular, compare prices, get useful shopping ideas, drive decision-making process -> peer-to-peer recommendations are the most trusted

Peculiarities of social shopping resources

Social shopping sites have their own distinct personalities (though some of them are very much alike):

ü      ThisNext.com allows users browse recommended products, create wish lists, recommend or find out where to buy them.

ü      Crowdstorm.com measures the buzz around products based on user recommendations.

ü      Kaboodle.com provides the way for users to create wish lists with photos and links to products for sale online; you can post your own summary of anything you found on the web.

ü      Pikaba.com represents fun shopping community  (how to have more friends, how to get more fun friends) for customers and sellers matching them to give you the best price on the web by means of vendor’s competition and group buying.

ü      Wists.com users mostly focus on interesting new products and share links to them.

Why people like social shopping

When the two favorite online activities are combined, the success is guaranteed. Surfing through social shopping sites you can use information that was already gathered by someone else. Your search in significantly narrowed which saves your time compared to researching the whole web.

The wisdom of crowds can help you make the right choice if you are not confident in your purchase and lead you to the best price on the Internet. Even hard-to-find products become not that hard to find. Thus, the whole purchasing process gets easier for you.

The process never ends because social shopping activity is just fun for crowds of people who are never tired of bookmarking their favorite findings and sharing them with the rest of the world. Internet is full of them. Besides, the technology constantly offers new possibilities, the existing social shopping resources implement new features, new communities appear -> social shopping networks have inevitable power over our shopping experience.

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