Social Shopping is a method of e-commerce, focusing on the communication and the exchange of customers within social media. It is the most important part of what is called “Social Commerce” and can be categorized as a kind of marketing which is based on recommendation between customers. If customers which have already bought the one or the other item tell potential customers about their positive shopping experience it has a huge impact on the buying decision of the potential customer. Especially in the field of e-commerce, trust and confidence is one of the most important aspects for many customers and above all when this trustworthy input comes from other customers and not from the companies.
Social shopping is defined in many different ways but it can largely be divided into five categories: shopping sites, shopping communities, recommendation engines, shopping marketplaces and shared shopping. Shopping site, this sub-point is self-explanatory. Shopping communities can be found all over the internet, on the webpage of the company or in forum; like-minded people discuss about specific webpages, share their experiences and give information about products, prices, special offers and services. The recommendation engines – it is all about reviews. In this field, Amazon was and still is a pioneer. Social shopping marketplaces bring customers and sellers together and the shared shopping, more and more successful especially on youtube.com, is self-explanatory as well. Sharing your experience while doing online-shopping.