Want to get people shopping socially? It might be harder than you think


When it comes to online fashion and large digital brands, it seems social shopping might have hit a plateau. It’s pretty standard now for companies like Amazon or Nordstrom to display products along with buttons for sharing to Twitter, Facebook, or Pinterest. Products might have reviews and photo galleries, or the company might have its own blog.

But beyond that? There isn’t much social activity happening on most of those larger sites.

Zappos Glance social recommendation product pageI sat down with the team at Zappos Labs last week to talk about the future of online shopping. It’s not like Zappos is struggling to find shoppers, but the company’s leadership clearly understands that as the world moves more toward social media adoption, there must be ways to use social to boost sales and improve the shopping experience.

“It’s hard for us to think of new ways to shop when people are keeping the lights on of a…

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