Social Commerce

Social Shopping Widget Shifts 10K Energy Drinks in 28hrs [Screenshots]

Hip all-natural açaí berry powered Euro-energy drink 28Black (so-called because it adds 4 hours to your day) shifted 10,000 cans in 28 hours on the Facebook-embeddable social shopping widget

It’s a useful proof-of-concept for social commerce widgets that can be embedded in blogs and shared across social media newsfeeds. Alexander Exner, Director of Marketing at Luxembourg-based CALADRIS 28 – the company behind 28Black, believes that “selling over the widgets is a great alternative to the traditional web shop.”

It’s refreshing to have some numbers beyond the hype – hint, hint other social commerce platforms.

Sellaround, a German social commerce outfit from Stuttgart that helps brands turn loyal fans into brand advocates by enabling fans to buy directly from widgets on Facebook, Twitter, websites, blogs and as QR codes that reward them for spreading the word (see video below).



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.

3 Comments Add New Comment

  1. This is a fantastic idea – great thumbs up to the team over at Sellaround.

    It will be interesting to see if Facebook actually offer this as a feature to brands/merchants themselves in the near future in order to increase social commerce.

  2. wishful thinking, but would be really interested in seeing the metrics behind this all (e.g., did they do any discounting, how popular is it in europe, where did the new sales come from) to understand why this was successful for them. looks like it’s a relatively new product that they only started blogging about 2 months ago (don’t recognize the brand), so would be curious if the widget really was some secret sauce, or if they used it in a clever way (or if it wasn’t the f-commerce app, but some other thing they did).

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