Social commerce is about to hit LinkedIn

Social commerce is about to hit LinkedIn

200 million members (including over 11 million right here in the UK), plus 2.7 million company pages - no wonder LinkedIn generates over $250 million every year. But how much is your company making directly from LinkedIn? We're guessing nada.

That's going to change in 2013 - the year when LinkedIn becomes THE destination site for B2B social commerce.

Think about it: just about every soup manufacturer in the country has a company page on LinkedIn. Just about every canned goods buyer has a professional profile. And, thanks to LinkedIn's extremely granular search functionality (which puts the likes of Facebook to shame) and its flourishing network of groups, it's only a matter of time before the former companies are able to collect the latter buyers into harmonised, communal transactions - meaning they'll be able to shop collectively, securing the kinds of bulk-buy discounts usually only enjoyed by the supermarket giants.

Of course, we're not just talking about soup. We're talking about everything from financial services to corporate car fleets, from nannying to deep-sea mining. We're talking about the entire world of B2B social commerce, an absolutely massive step-change in the way we do business.

We can't go into detail, but LinkedIn are already exploring ways to enhance their APIs and functionality to enable just this kind of thing, and are partnering up with developers who can make their site the default, go-to place for social commerce. It's very exciting and it's going to change retail. Forver.

Watch, as they say, this space.

Robin Bresnark