People have been talking about social commerce for some time now. The idea that shopping behaviour can be directed and informed by social networks is intriguing to retailers, but its application has been clunky.
However developments by South Korean instant messenger app KakaoTalk point towards social becoming much more ‘shoppable’.
KakaoTalk is the dominant messaging app in Korea, used by more than 90% of smartphone owners. It is a near ubiquitous part of daily life for people who use it to make free calls and texts, share content and take part in group chats.