Retail enters third phase of digital evolution

Consumers are spending more and more time on social media. Consequently, the social networks are looking to add so-called social commerce to their operations, tantalised by the additional income this could bring.
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 “The third wave is the big ‘E’ in ecommerce — emotional commerce and emotional connection with your customer,”
http://www.ft.com/intl/cms/s/2/e4ca5a7a-70ba-11e5-9b9e-690fdae72044.html#axzz3rvE7oy4l