S-COMMERCE STEPS FORWARD

New social commerce technology launched that allows consumers to do more than just 'like' a product.

Launched last week, 8thBridge's new Graphite platform already has fashion businesses such as Oscar de la Renta, American Apparel and ELLE magazine on board. As a more streamlined take on f-commerce, the platform is set to revolutionise the way consumer's shop within the Facebook interface.

Graphite's major selling point is the addition of brand-appropriate alternatives to the 'like' button. The 'like' button has been instrumental in the marketing strategies of many fashion brands over the last few years. As fashion has increasingly embraced social media, the 'like' button has allowed consumers to collectively endorse, promote and associate themselves with the brands they love. New buttons include more expressive gestures such as 'want', 'own', 'love' and of course 'buy'. Not only do these encourage social engagement but heighten a brands understanding of their market base. The revealing buttons allow a brand to differentiate between customers, potential customers and those that are merely aligning themselves with the brand.

This week international fashion and lifestyle magazine, ELLE partnered with the likes of Gucci, Bulgari and Tommy Hilfiger as they dip their toes into internet retailing. Powered through Facebook, the first-of-its-kind 'Trend Report' blends social media with content and commerce. At the moment ELLE's business model doesn't take a cut of the brand's revenue; however as internet sharing continues to transform the commercial landscape affiliates will undoubtedly look to take a piece of the pie.