In its original definition from 2005, which was developed by the US Blogger and PR specialist Steve Rubel, the term describes electronic commerce in which the active participation of customers and the personal relationship and communication between customers is the main focus. At the time the term was created, it was used to refer primarily to ratings, comments and recommendations. However, with the development of social media, the focus of meaning has shifted.
Social commerce still generally encompasses every form of public interaction between companies and customers, but with the growing possibilities of communicating, advertising and selling directly within apps and social networks such as Facebook or Instagram, it is increasingly focusing on these aspects.
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