Internetretailer widmet sich gerade der Frage, ob Online-Händler auf den Social Networking Zug aufspringen sollen. Sollen sie sich zum Beispiel ein Social Network zulegen oder womöglich selber ein Social Network aufbauen (s. Should Internet retailers be anti-social (networking)?):
"A handful of retailers are experimenting with social networking in an attempt to answer these very questions and capitalize on the venue by getting in on the ground floor.
These merchants, willing to take on what many industry observers call a risky proposition, are either setting up a “space” on one of the social networking giants like MySpace or Facebook, acquiring or buying a piece of an existing niche network, or building a niche network of their own."
Diskutiert wird das Phänomen am Beispiel des Buchhändlers Abebooks, der sich im Mai zu 40% am Social Network LibraryThing beteiligt hat:
LibraryThing continues its practice of including product links not just to Abebooks but other e-retailers. These factors help ensure LibraryThing members continue to view it as a true social network, not a kind of concealed marketing tool for a single merchant, network executives say."
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