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Spotted: Even before the COVID-19 pandemic, there was a huge growth in social eCommerce, led by Chinese apps like Panduoduo. This platform allows people to group up, and shop at a discount. Similar social eCommerce apps are expected to sell more than €39 billion worth of goods in China alone in 2022. Now, a browser extension called Squadded Shopping Party hopes to bring this lucrative concept to western countries.

Squadded works by allowing users to connect with groups of friends and go online shopping together, chatting through the extension as they virtually try on different outfits or discuss items. Once installed, users can go to participating sites and browse. The platform allows users to add items to a wish list, poll friends for advice and see what other users are buying. 

For brands, Squadded offers the opportunity for higher conversion rates from the peer-to-peer connection. According to research firm Nielsen, people tend to buy more when they shop with friends, because having the decision affirmed by a friend reduces the perception that a purchase is frivolous. 

Founded by former L’Oréal brand manager Elysa Kahn, Squadded aims to inject a sense of togetherness, trust and transparency into remote shopping. “The idea of being able to talk to my friends and get an authentic review when I go shopping is very important for me. That element is missing online,” she said.

As the coronavirus pandemic has changed the way that people participate in activities such as shopping and exercise, businesses are finding innovative new ways to make the online world more social. At Springwise, we have covered some exciting concepts in this space, including live-streamed product launches and a virtual bridal showroom.  

Explore more: Retail Innovations | Fashion & Beauty Innovations