Social Shopping

What’s behind the success of China’s social commerce app Pinduoduo?

For most of us in the marketing and technology industries, the term ‘social commerce’ is a byword for ‘a bit of a flop’.

The initial dreams of a perfect harmony between social networks and ecommerce have gradually faded into a reality of unsuccessful Buy buttons and niche communities that failed to catch on, and with the exception of some recent positive press in Mary Meeker’s Internet Trends Report for 2018, that doesn’t show much sign of changing.

Is social shopping making a comeback?

At one point social shopping was hailed as the future of ecommerce.

Online shopping was supposed to be moving towards becoming a more social and collective experience, whereby users could share their shopping journeys, mimicking the sort of interaction that occurs in physical stores.

However, despite all of these predictions, true social commerce has failed to really gain traction with consumers or retailers.

Whilst social elements, such as sharing buttons, have been integrated into retail websites, the overall vision of social shopping has not yet come to fruition.

Start Me Up! A profile of Set That

Social shopping is all the rage in our post-Pinterest world. Current industry darlings that combine a visual design with social and designers/merchants include Fab.com, The Fancy and Aha Life.

Meet new Aussie entrant Set That who want to become the next curation destination online where you can get paid to create and save sets of online products.

Pinterest competitor increases traffic to retailers by 730% with incentives

Social shopping platform Nuji has reported a 730% growth in click throughs to retail sites, and a 167% increase in sales attributed to those clicks since it began offering discounts as an incentive for sharing content.

The London-based start-up bills itself as a competitor to Pinterest, and allows users to follow others with a similar fashion sense to help discover items from around the web.

But instead of ‘pinning’ images, Nuji’s users ‘tag’ products they like.