Comments on: Dominos affiliate widget: social commerce is on its way

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By: Social Commerce: The Rise of the Widgets | Social Commerce Today

Social Commerce: The Rise of the Widgets | Social Commerce Today — Tue, 13 Apr 2010 17:57:17 +0000

[...] on the Dominos widget, Geoff Northcott notes two interesting startups based on a similar business model; mflow – launching in two days [...]

By: Daan Jansonius

Daan Jansonius — Wed, 24 Mar 2010 17:10:14 +0000

Interesting concept, but to me this is the same as Amazon’s affiliate program and lacks any social element. A shareable widget does not necessarily make this ’social’ commerce.

Dominos concept is only interesting for people who can hit large numbers with their site - having a friend buy a pizza through my link every once in a while barely buys me a pint at the end of the month, so it’s not worth the hassle.

I’d argue that social commerce is actually more like the Amazon recommendations than its affiliate program - but with these recommendations being based on what your friends have bought, rather than strangers.

Facebook Beacon would have been the next big thing in social commerce, were it not for their lax/misguided attitude towards privacy.

Profit sharing, like Dominos does, could actually cheapen the idea of ’social’ commerce and recommendations from friends. I trust my friend’s opinion, but how does him being paid affect my opinion of his recommendation?

Social commerce will be about shared buying/shopping experiences, not about people making money from their WOM.