Reinventing Online Shopping With ‘Social Commerce’

Thanks to The Globe and Mail (Toronto) for this article published yesterday, entitled ‘Retail Giant’s @Walmartlabs plans to reinvent shopping with ‘social commerce’.  You can read it by doing the light clicktastic on this word here.

Working in retail in 2000, as I did, one of the questions that ‘brick-and-mortar’ retailers were often asked was ‘do you feel threatened by the rise of e-commerce?’ To which the answer was ‘no – people will always want to experience real goods, in real time, in real surroundings, sold by real people.’ At the time they were right, the tech bubble imploded and things (briefly) went back to how they were.

But, d’you see, we got it wrong – both the question and the answer. We got the question wrong because we didn’t know what to ask – social media had not been invented – and we got the answer wrong because we could never have imagined how reliant people would become on the opinions, statuses, needs, wants and ill-informed dogmatism of others.

The question now is – as a ‘brick-and-mortar’, offline retailer, do you feel threatened by social media?’ And the answer really should be ‘yes’. When Walmart are bringing social media to the in-store shopping experience (want a review of the microwave you’re looking at? Post a message – a member of staff or another customer will respond to you. Want to know where the peanut butter is? Post a message – someone will respond) then you can be certain that this – or something like it – is the future.

And as for the boy turd Zuckerberg – yes, of course he’s in on it. To quote the article – ‘this is where Shopycat comes in. The Facebook application uses social media profiles and comments to generate gift ideas’. Back to Walmart’s breathless tech spokesperson, Venky Harinarayan. (No disprespect to Venky, he (or she, I suppose) has already made a sizeable fortune selling Walmart a thing called Junglee, a shopping comparison site. Well done, that capitalist.)

“It is becoming clear to us that one of the shopping behaviors that people have that is inherently social is gifting. We are building a product that we believe makes peoples’ gifting much more efficient, because all of your friends and family, within reason, are on Facebook. We are leveraging that information to help you buy better gifts and make it easier for you. We believe gifting and social networks are fundamentally made for each other, so getting that right over the next year will be important to us.”

D’you know, snorkellers mine, I’m going to leave it there. I’ll let you work out the number of different levels on which this is just so wrong.  I’ll start you off.

‘Efficient gifting.’

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