" Impulse shoppers, welcome to a brand-new way to feed your fix. In the span of a few weeks last month, Facebook, Pinterest and Instagram unveiled nifty new buttons that let users buy the must-have clothes, crafts and gadgets streaming by in their feeds. Google has its own button in the works, while Twitter has been quietly testing a “buy” button since last September. The age of social media shopping — a.k.a. social commerce — is upon us.
Well, almost. While it seems to make sense to combine the experiences of socializing with friends and shopping — as the inventors of the mall discovered ages ago — it’s easier said than done online. A bewitching combination of technical and psychological obstacles means that two decades after Amazon began revolutionizing e-commerce, social commerce is still waiting to get off the ground.
Is this the moment when users finally embrace Facebook, Twitter and rising networks like Instagram, Pinterest and Snapchat for their retail needs? That depends..."
Read the full article at Re/code
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