Social commerce

from Wikipedia, the free encyclopedia

Under Social Commerce (Recommendation trade, or social shopping ) is a concrete manifestation of the electronic commerce understood (or Electronic Commerce) in which the active participation of customers and the personal relationship and the communication of customers communicate with each other in the foreground. The systems used can be assigned to social software . Participation of customers in design, sales and / or marketing, e.g. B. can be seen via purchase recommendations or comments from other customers (recommendation). This happens e.g. For example, by having customers post shopping lists with favorite offers on their blogs . The term was coined by Steve Rubel at the end of 2005 (in the 2006 annual preview of his weblog).

Another example are social commerce portals such as Mydealz , on which retailers and products can be rated. In this way, other users are given assistance in their search for products and services. The first elements of social commerce portals can already be seen for several years in the area of ​​online shopping such as eBay (rating of buyers and sellers by the respective counterpart) or Amazon.com (book rating system by buyers, recommendation engines ). A term that has become established for this (direct or indirect) Mutual assistance in selection processes is Social Navigation ( Social Navigation ).

In addition, it is also a hallmark of social commerce that you can design products yourself and sell them on private websites via shop systems. Almost all the necessary functions (such as warehousing, production, shipping, payment processing, etc.) are taken over by the provider and the users only have to define the motifs and type of merchandising articles themselves. The operators of the shops take on the actual task of product design, the provider only provides production and logistics capacities in the background. This is a form of individualized mass production .

See also

literature

  • Frank Mühlenbeck, Klemens Skibicki: sales channel social commerce - blogs, podcasts, communities & Co . How To Make Money With Web 2.0 Marketing. 2007.
  • Frank Puscher: Digital Reputation - How trustworthy the social web is . c't 10/07, page 142.
  • Ralf Reichwald, Frank Piller : Interactive added value. Gabler Verlag, 2006 online .
  • Alexander Richter, Michael Koch, Jochen Krisch: Social Commerce - An Analysis of Change in E-Commerce . Technical Report No. 2007-03, Faculty of Computer Science, University of the Federal Armed Forces, Munich July 2007 ( PDF ).
  • Douglas Rushkoff: The New Renaissance: Towards a Networked, Social Economy. Riemann, 2006.
  • Armin Ledergerber: User-generated content in online shops and its importance for marketing planning: An exploratory study from the perspective of business-to-consumer online retail . Zurich University of Applied Sciences, 2010 ( PDF ).

Web links