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Social commerce is basically the use of social networks like Facebook and YouTube to talk about and ultimately sell products. It can include many different things, such as customer ratings and reviews, referrals and social shopping tools.

The term has been used for several years within the online industries but only in the past year or so have we seen many brands and platforms really make the most of social commerce in order to drive sales.

Here are some of our favourite examples:

The Twitter stream @DellOutlet run by Dell details lots of online shopping deals every week. Customers are able to click on the links and are taken directly to the product with a special promotional code.

Dell Twitter

Skin-care brand Dove has been one of the first few brands to try f-commerce, which means commerce on Facebook. The brand has set up a store-front as part of its Facebook page.


This is a similar strategy to make-up brand Max Factor which has recently set up a Facebook Boutique with the help of Amazon.

Max Factor

Mattel gives users the opportunity to use its “Shop Together” functionality which allows people, regardless of location, to share their shopping experiences online, allowing them to chat about products along the way.

Shop Together

Groupon is an online platform that lets users “group purchase” products or services in their local area. This is great for small, local businesses but has also been used by big brands, such as Gap and and The Body Shop.


French Connection’s YouTique is the first online store to operate through the YouTube platform. Users can click on products as stylists talk about them in the videos in order to purchase them.

French Connection YouTique

Even though it’s still in the early stages, social commerce is already proving to be successful for many different types of brands. It makes perfect sense to give users the ability to purchase what they’ve been talking about on a social network through the social network itself. This is also likely to mean there’s a higher chance users will make the purchase as they’re not having to click-through to lots of other sites in the process.

To read more about the latest developments in social commerce and what they could mean for your brand, we recommend having a look at Social Commerce Today.

Images via Facebook, DellOutlet, Mattel, Groupon and YouTube.

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