2014: the year shopping becomes a game

2014: the year shopping becomes a game

This is our third prediction for 2014. For our other predictions, click here.

The internet has always been about competition. I'm the Foursquare Mayor of this kebab shop. Her cute kittens blog just jumped up 1,000 places in the Alexa rankings. You have 934 unread emails in your inbox since the Christmas break (yeah, we know - painfully true). And these things have massively benefitted the bewildering growth of the 'net.

But the one aspect of the internet which hasn't - until now - profited by man's inherent need to compete is shopping. Don't get me wrong - we all like to brag about how we bought our house for £Xk less than the asking price, or how we jumped in and 'won' an auction seconds before it closed. But there's only ever one winner in those scenarios. Competition (until now) has never helped promote growth; it's never benefitted the masses.

That's going to change in 2014.

Up until now, when you said "Social-Commerce" people would think "f-commerce" and remember those terrible store-fronts bolted onto brands' Facebook Pages. Now, there's nothing wrong with aspiring to sell to a billion people on Facebook but, if you're going to distract people


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Analysis: Paddy Power are favourites to revolutionise social

Paddy Power In-Play

"Every man", said Paddy Power CEO Patrick Kennedy on a recent call with city analysts, "over the age of 18 on Facebook in the UK is connected to at least one Paddy Power fan."

Them's fighting words and, being a) a man, b) in the UK and c) waaaay older than 18 (weep), I thought I'd give it a go. Guess what? I'm connected to three Paddy Power fans. Turns out that hot air wasn't nearly hot enough.

The important thing, though, is that Paddy Power aren't simply sitting back on their laurels and enjoying their place at social's top table. It's not enough for them to have over a million people listening to them on Facebook, they've got people talking about them, too. In fact, if you compare them with other brands who have similar a number of Fans, they generate six times as much conversation as Costa Coffee, 48 times as much as Pringles and 83 times as much as Blackberry. And Blackberry are in the conversation business.

All this is because, 18 months ago, Paddy Power totally reassessed their growth strategy. As underdogs, they were in no position to compete on level terms with the likes of


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2013: the year shopping becomes a game

2013: The Year Shopping Becomes A Game

The internet has always been about competition. I'm the Foursquare Mayor of this kebab shop. Her cute kittens blog just jumped up 1,000 places in the Alexa rankings. 934 unread emails have arrived in your inbox over the weekend (yeah, we know - painfully true). And these things have massively benefitted the bewildering growth of the 'net.

But the one aspect of the internet which hasn't - until now - profited by man's inherent need to compete is shopping. Don't get me wrong - we all like to brag about how we bought our house for £Xk less than the asking price, or how we jumped in and 'won' an auction seconds before it closed. But there's only ever one winner in those scenarios. Competition (until now) has never helped promote growth; it's never benefitted the masses.

That's going to change in 2013.

Up until now, when you said "social commerce" people would think "f-commerce" and remember those terrible store-fronts bolted onto brands' Facebook Pages. Now, there's nothing wrong with aspiring to sell to a billion people on Facebook but, if you're going to distract people from chewing the fat (gnashing the gristle?) with their friends, you need to


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