Cracking the ‘Commerce’ Part of Social Commerce

4. Take a page from the SMB playbook — abandon traditional one-way marketing chatter and learn how to "get social." How a merchant interacts with customers on social networks may be the most important determining factor in the success of a social storefront. Every successful Facebook merchant I know tells a similar story: once it abandons "trying to sell" and starts interacting with customers socially, sales improve. This is because social commerce cannot be approached like selling on an e-commerce website.