Since the 2000s, social commerce has been gaining in importance as the most important tool in the field of e-commerce. Together with Digitas Pixelpark, the E-Commerce Institute has developed a scientifically supported definition in an intensive project. Below you can see these three stages that define the term “social commerce”.
Three-stage definition of social commerce:
1. Social commerce in the narrower sense (i.e.S.)
Social commerce is a holistic communication, distribution and sales strategy of products and services that inspires personalizable address as well as enables direct interaction via social media platforms.
Fig.1: Social commerce model in the narrower sense (source: own representation)
2. Social commerce in the broader sense (i.w.S.)
Social commerce is a holistic communication, distribution and sales strategy for products and services that inspires a personalized approach and enables direct interaction via social media platforms, as well as the establishment or use of an e-community and the implementation of a technical infrastructure.
Fig. 2: Social commerce model in the broader sense (Source: Own representation)
3. Social commerce in the broad sense (i.u.S.)
Social commerce is a holistic communication, distribution and sales strategy for products and services that inspires a personalized approach and enables direct interaction via social media platforms, as well as the establishment or use of an e-community and the implementation of a technical infrastructure, supplemented by digital commerce and omni-channel.
Fig. 3: Social commerce model in a comprehensive sense (Source: Own illustration)
Click here for the working paper: