Social commerce is a growing online trend.

Internet retailers which use parcel delivery and courier services are tapping into social media to provide tailored shopping experiences, a report says.

The trend is being sped by online retailers adopting social sign on, allowing customers to log into their Facebook rather than an e-commerce site, according to eMarketer.

A social sign-on gives retailers access to information that allows them to direct their services to each individual.

Improved conversions and higher order values are the intention, but concerns remain about personal data is being used, claims the report.

"The growing ubiquity of Facebook's like button and Amazon.com's launch of a new recommendations application based on Facebook preferences will spur other retailers to implement innovative social commerce tools in 2011," the report authors say.

Currently, 68 per cent of US online retailers use social sign-on or intend to within the next two years.

The news comes as it emerges that StumbleUpon outpaced Facebook in the number of page views in December, according to StatCounter.

Posted by Laura Rathbone

Article Added: 06/01/2011 09:35:13