Social is certainly an increasingly important way that merchants drive interest around their products and brand as well as traffic to their ecommerce sites but, so far, driving actual transactions from social media has been limited, with some early attempts even abandoned by merchants. However, more recent strategies such as social shopping carts point to the ongoing attempts to make social commerce a reality. Enabling social transactions has its own set of challenges and opportunities, as the social experience is somewhat unique. For example, ease of use and accessibility is paramount with social transactions as consumers are typically looking for a quick diversion. “Consumers won’t modify their behavior to spend money, so interrupting them with advertisements or links to external e-commerce sites is not effective,” said Tyler Roye, CEO and co-founder of eGifter, Huntington, NY. “Instead, the shopping and purchasing experience must blend in with, and even build on, each different social network’s format and its users’ preferred behaviors. Get the full story at Mobile Commerce