Recently, Econsultancy published a piece on ten great e-commerce product pages. Following our research into the social shopping explosion we wanted to find out exactly how ‘social’ some of these retailers are. All of which will be popular destinations for consumers this Christmas.

We’ve judged these ground-breaking online retailers on the following criteria:

• Do they provide on-site reviews (1 pt per method of review)
• Do they have links to off-site social media estates (1 pt per platform)
• Do they actively engage and interact with customers (1 pt per platform engaging on)
• Personalised site recommendations (4 pts)
• Innovative, quirky, value added social media offerings (1 pt per offering)
• Exclusive offers for members? (1 pt)
• Colourful and entertaining campaigns (1 pt per campaign)
• Blogs (1 pt)

Social media agency look at how 'social' online retail sites are

We all know Amazon will be a big hit for consumers this Christmas and the customer review ratings and personalised recommendations on the site provide useful tools for purchasing decisions.  In terms of being truly ‘social’ though it’s the fashion retailer that takes  advantage of social media channels to gain fans, really involving and engaging with them.  Asos even allows fans to review items via its own YouTube videos and engage with each other via community pages.  We’ve seen a rise in popularity of collaborative online shopping through sites like Groupon, so is this the next big step for retailers in 2011?

It’s apparent from our research on social commerce, the articles and conversations we pick up on, that it’s an exciting time for retailers. Especially when it comes to social media.  Do you have any recommendations for great sites and product pages that are being smart with social media?  As ever, we’d like to hear your thoughts…

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