Your observations on the buying process makes sense. Whilst there are many different buying strategies used by buyers to be convinced of their decisions (internal, external, frequency etc.), those who follow a “research and verify” strategy are likely to use the social search/browse/navigation as another tool. You're right that when they're at the point of buying they are unlikely to use it, unless they are either naturally uncertain or they're not really convinced.

The interesting thing with a social search is the extent to which it would be used to filter out decisions (e.g. I'm not buying one of those if he's bought it). This brings into account how your known social connections prefereneces align or diverge from yours.

Andy,

People derive a great deal of pleasure from, and devote a great deal of time to, discovering the items they want to buy or the places they want to visit. It's fascinating to watch friends & family build up to a purchase over a period of time, buy and then begin the process all over again. It appears to be a delightful, sensory experience that's as important as buying and then talking about the purchase afterwards. It's the antithesis of the clinical, rational Google experience. I think social shopping, in this sense, has a great future. Same in other verticals. Discovery.

Your observations on the buying process makes sense. Whilst there are many different buying strategies used by buyers to be convinced of their decisions (internal, external, frequency etc.), those who follow a “research and verify” strategy are likely to use the social search/browse/navigation as another tool. You're right that when they're at the point of buying they are unlikely to use it, unless they are either naturally uncertain or they're not really convinced.

The interesting thing with a social search is the extent to which it would be used to filter out decisions (e.g. I'm not buying one of those if he's bought it). This brings into account how your known social connections prefereneces align or diverge from yours.

Andy,