Five Trends Driving Social Commerce Evolution

A recent Bloomberg article ignited controversy over whether or not social commerce offers any real value to online retailers. Specifically, the article cited the fact that a number of companies like Gap, GameStop and J.C. Penney have decided to shutter their Facebook stores. The reason why these large brands are taking such action is simple: nobody is buying anything on Facebook. "We just didn?t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly,? said Ashley Sheetz, VP of marketing for GameStop. Is the fact that these brands aren't seeing significant returns enough to throw the social commerce baby out with the bathwater? Critics would say yes, but I beg to differ. Just because somethin...

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