Social Commerce

New Research / Sellers Unite

An interesting finding by Columbia researchers Andrew T. Stephen and Olivier Toubia, who have looked at whether it makes commercial sense for online sellers to link to each others’ stores. The short answer is yes.

The researchers make an interesting distinction between social commerce and social shopping

The distinction between social shopping and social commerce is that while social shopping connects customers, social commerce connects sellers.

Download their paper here.


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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