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Social Media’s Evolution in S-commerce


To increase the effectiveness of social commerce (s-commerce) in marketing and retail, the way corporations engage in social media for promotion needs addressing. The emergence of Web 2.0 has changed the way businesses run, moving away from only using a bricks-and-mortar setting to creating a complex web of platforms that showcase products from every market sector. This chapter seeks to challenge the reader as key questions on social media’s use in an s-commerce context are raised. It contributes to current research by exploring key features of social media platforms related to s-commerce and providing a country comparison between the UK and Germany. As such, this chapter highlights which platforms stay dominant in these two economies alongside key features of their success and failure.

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    For example, Rechtsschutzversicherungsgesellschaften (meaning insurance companies providing legal protection) is the longest German word in everyday use, clocking in an impressive 39 characters.


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Correspondence to Claudia E. Henninger .

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Henninger, C.E., Bürklin, N., Parker, C.J. (2019). Social Media’s Evolution in S-commerce. In: Boardman, R., Blazquez, M., Henninger, C.E., Ryding, D. (eds) Social Commerce. Palgrave Macmillan, Cham.

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