Companies like Plum, Kaboodle and Stylehive all aim to help people share what they see on websites with others. Certainly, you can cut and paste HTML into your email client or send a URL but that experience isn’t particularly rich. These sites combine several basic concepts (such as the idea of a wishlist) and sharing via tags just as you might share your bookmarks via de.lici.ous
The ability to use community and people’s inherent desire to consume and want for more should cause a raft of similar such sites over the next year. This is a fun and interesting way to shop.
But, there is so much room for improvement. I’m still waiting for one of these companies to break out.
When I built Lookmarks (a simple social bookmarking tool) in 2003, it quickly became apparent that it was very useful for collaborative shopping. When Newsvine launched this year, I marvelled at the wonderful feature set but shook my head that it was news articles instead of products that were being tagged, suggested, and reviewed. For me, cloning Newsvine but with products instead of news articles would be the ultimate way to shop.
I am watching this space closely for features that I can incorporate into Lookmarks.
There are already a raft of sites that want you to create and share with others (reviews, lists, guides). The question is, why are users going to do this in any kind of large numbers. What’s the incentive for the user? Altruism alone isn’t enough. Sites like Amazon succeed in getting users to create content by creating a sticky site in other ways and leveraging the law of large numbers to get a few of them to contribute. I’m convinced that none of these will really break out unless they attach user contribution to some other compelling feature. I’ve learned this lesson at MSN. Just because you build it doesn’t mean they’ll come.
That said, I support the Judy’s Books, Plums, etc. of the world but they’re is something missing still from the model that needs to fall into place before we’ll see the breakouts.
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