Great article. A follow-up question is... how to capture the impulse buying effectively? We at Yapyzal believe Social Media is the perfect stage by evolving Social Commerce from engagement and re-direction to an In-Stream Purchasing model = capture the impulse buy where/when it happens. Not a surprise to see the big social media players finally planning/adding their buy buttons... Yapyzal is here for over 1 year doing that for small businesses.