Social Commerce Democratizes The Customer Purchase Process

Here’s an example of digitally enabled socially connected customers turning to their trusted social networks to get recommendations on how to find the things they want to purchase. The democratization of the purchasing process means the top-down model is obsolete: Anna Wintour can tell you what to buy, but that has no impact on the purchasing path of today’s digital savvy customers. Not when they have the power to design their own catalogs from which they — and their peers online — do their shopping.

And the technology consumers use to communicate their purchase desires doesn’t stop there. Marketplace’s Kai Ryssdal (@kairyssdal) interviews Kate Betts on fashion, social selling and the future of shopping.

Read the Marketplace story on social commerce.