Social Commerce

In its original definition from 2005, which goes back to the American PR specialist Steve Rubel, the term describes electronic commerce where active customer participation and personal relationships as well as communication among customers are at the forefront. At the time the term was coined, it primarily referred to reviews, comments, and recommendations. With the development of social media, the focus of meaning has shifted. Today, social commerce still generally encompasses any form of public interaction between companies and customers, but with the growing possibilities to communicate, advertise, and sell directly within apps and social networks like Facebook or Instagram, it increasingly targets these aspects.