Market strategies made with DNA which are automated and algorithmic, are data –driven. Ecommerce is one such example, which is instilled with same DNA that runs through Google. With the objective to increase return on investment and arbitrage opportunities, they recruit efficient staff and build their databases.

But, with the advent of “social commerce”, the whole scenario has changed. Its sole lies in DNA of Facebook. It’s all about making relationships, conversations and re-occurrence of online commerce. In order to be successful in social commerce, marketers need to manipulate their marketing strategies. It’s a learning process know as de-ecommercification”.

In this, success of marketers depend more on their skill to build strong customer relationships, their way of conversing with customers, rather than focusing on click-through rates and lead conversions. It helps them to induce and maintain customers because consumer’s interest lies in trusted referrals and recommendations.

“Social commerce” is actually “social shopping”. The reason behind this is that, if one wants to buy something, may it be a video camera, an apartment or anything, he/she prefers to get recommendations of his/her friends before buying the product. So, it serves as a promotional platform where word-of-mouth strategy of marketing is followed.

“Relationship businesses” are extensively affected by social commerce. They are basically local businesses which are more depended on word-of-mouth referrals.

The various deals now a day are much focused on building good customer relationships which act as a source of referrals for others. No doubt, it’s going to be distressing for local business but that does not mean that all the deals will be affected.

Local business are facing problem in working out how they are already doing in local communities and how to shift it to the Facebook and Web. But, in order to lead the market, they need to be equipped with this relationship-based strategy. They are on learning stage and change in their way of dealing will be change for both customers and for them.