THOSE who cherish privacy will recoil in horror, but for digital exhibitionists it is a dream. At Swipely, a web start-up, users can now publish their purchases. Whenever they swipe their credit or debit card (hence the service’s name), the transaction is listed on the site—to be discussed by other users. “Turn purchases into conversations” is the firm’s mantra.
Swipely is among the latest entrants in the growing field of social commerce. Firms in this market combine e-commerce with social networks and other online group activities. They aim to transform shopping both online and off. Angus Davis, Swipely’s boss, points out that the internet has already disrupted the content industry. Commerce will be next, he says.
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