Social shopping has many components, expanding everyday, and has been around for centuries. Woman shop socially with friends and family, and always have, so convincing them to share, participate and have fun with it is not the issue, but rather its the myriad of choices, the ever evolving applications, and the education process that goes along with all this innovation. The problem as I see it is discovering and using the appropriate applications that will get the traction and scale required to make them valuable to shoppers and brands alike.
Brands needs to work with companies that specialize in getting out on the front lines constantly testing, vetting and crowd sourcing to determine the viability, user friendliness, and potential long term value of new applications and how they will change the evolving social shopping landscape.