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Eric Slivka writes how Apple have long been looking at how social networking elements and behavours can be integrated into their shoppnig channel (along Amazon’s ‘people who bought this, also bought this’ lines) and in fact filed patents back in 2008 covering customers’ ability to see what others are browsing and buying, interact with one another, ask questions, etc.

This thinking extends from the virtual shopping mall, allowing traders to invite browsing visitors to one to one chats and product demos, to join groups of interested parties following a particular product, or to a real bricks and mortar event in the local high street.

Link this virtual community aspect of fingertip one click shopping with the real world through the power of augmented reality browsers such as Layar on iPhone and you have something which is very exciting.

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