Why doesn’t social commerce work? Theories abound. Among the most popular are “People use social sites to communicate, not to shop,” and “People don’t want to use their credit cards on a social network.”
I’d have to say I agree with these assessments, and I understand the fear of a new concept. It’s primarily about behavior. When social media users visit their favorite sites, it’s to share jokes, keep their friends notified about what they are doing, no matter how mundane, and to see what other people are up to.