Shopping by nature, is a social activity. In real world when people want to buy something; they want / will ask for opinion, refer to friends who already buy / use the product etc. When e-commerce started, there are no social element — people sit in front of their computer / use phone to browse the products & then > buy — this is really isolated activity. Traditionally, people will copy the URL of the product or screenshot & share with others via messaging platform.
Existing e-commerce providers aware about the needs of social element; so they started to provide comment & chat with seller features.
Consumers are increasingly relying on messaging apps for all forms of communication, whether personal, business, or commerce. Increasingly, consumers are using chat to find and select products and services, and to complete the payment process, all without having to call, email, or even visit a brand’s website. Everything is happening within the messaging app.
Conversation Commerce
It refers to the intersection of messaging apps and shopping. Meaning, the trend toward interacting with businesses through messaging.
Consumers can chat with company representatives, get customer support, ask questions, get personalised recommendations, read reviews, and click to purchase all from within messaging apps. With conversational commerce, the consumer engages in this interaction with a human representative, chatbot, or a mix of both.
Social Shopping
Existing social media with “commerce features” :
Shopping Keyboard
One of the elements of social commerce is shopping keyboard.
Empowering Communication — Road to Social Commerce
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