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People have been talking about social commerce for some time now. The idea that shopping behaviour can be directed and informed by social networks is intriguing to retailers, but its application has been clunky. However developments by South Korean instant messenger app KakaoTalk point towards social becoming much more ‘shoppable’.
When it comes to looking for hints on where mobile commerce is heading, marketers should look towards South Korea. Not only is the country home to Samsung, the world’s largest supplier of smartphones, but Koreans have shown themselves to be rapid adopters of mobile technology. Seoul is the eleventh biggest city on the planet with more than 25m people in the greater metropolit ...