Posted 14 June 2015

Social online shopping: chat and buy

Written By : Marco Rosano Visit Marco's LinkedIn Profile

Stuart Gonsal founded Wolf in 2014. He presents extensively to industry groups and is on the Advisory Committee for Swinburne University’s Masters of Commerce (International Business).

Ecommerce is an ever-expanding, ever-mutating beast that every business has to stay on top of if the stats are to be believed (revenue from online shopping has more than quadrupled in the last decade). But it’s not just making it easier for people to click and buy that matters anymore. There’s a swing towards a more social way of shopping online now, a sense of a second opinion, and companies are popping up like spring flowers to meet that desire.

Live chat and personal curation

We’ve talked before about fashion stores melding online and in-store experiences, then we stumbled across this really interesting Yahoo business article about ecommerce trends and social collaboration.

Just think about how important live chat has become now – being able to ask a ‘shop assistant’ about the feel and fit of an item. We practically rely on them now to make the final decision whether to purchase a product or abandon a cart. Sites like Trunk Club take that experience to the next level, putting together outfits just for you, to try on at home and either keep or return.

Conversational online shopping

Ever been looking for a joint gift and had to weather endless group emails of links and pictures? Sites like Chatalog (with the tag line ‘Putting the social back into shopping’) allow for a conversational platform of gift ideas and images within a group of friends.

These kinds of sites can diffuse the terror out of that final, uncertain ‘buy now’ button because you’ve had discussions, information and opinions throughout the whole online shopping process. It’s almost like browsing shelves with a friend in tow who will talk you down from a regrettable impulse purchase.


Originally published 6 January 2015

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