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My company is the worlds largest ecommerce software platform and solutions provider that's focused solely on ecommerce. Last year we built many social media features and enhanced social user experience into our online shopping buy-flows. When you have a baseline to measure from it's fairly easy to calculate the results of adding specific socially-engaging user experience to your commerce site / online shopping process. Even a simple thing like measuring uplift after turning on a social product reviews feature that includes user generated content like photos/video --showed some very obvious/measureable impact on sales revenue, conversion rates, repeat visits, average order value and more.