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You're reading: Digital Tonto: Why social commerce will be different than e-commerce

On the surface, it looks like the early days of the Web, when sites selling everything from groceries to pet food were sprouting up everywhere.

Most failed, but Amazon boomed. It was a “winner take all” game. So it would be logical to assume that social commerce will go the same way. A wide and vibrant field, an all out race and then one man left standing.

However, look beneath the surface and it becomes clear that it will most likely be very different this time. We are much more likely to see a situation similar to online media; a variety of models competing in a fragmented, vibrant market.

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