The growth of social networks has impacted very positively on U.S. commerce. This is one of the key factors that have enabled the online commerce grew by more than 25%, together with demographic changes and growing internet access through broadband networks.

EMarketer says that the impact of young consumers about electronic commerce is particularly visible in the way they share product recommendations via the Internet. Although many buyers, before making a decision to buy, consult the assessment or revision made by other previous comparisons on sites like Amazon or Expedia (for example), young people prefer to go further and participate in social networks like MySpace.com , Facebook.com or 360.yahoo.com. They see the way down the Amazon product recommendations is too cold and formal, and are only an incidental part of the dialogue they seek with those who have already had the experience to purchase the product they seek. They prefer to know the attributes of products and brands, the reputation of the online store and other characteristics that are acquired through more interactive, fluid, informal and reliable.

Furthermore, online merchants are also benefits in the dialogue established in online communities and social networks:

- They are a source of feedback similar to a focus group on product design, functionality, marketing and advertising campaigns.
- Reviewing the operation of customer service.
- Allow to implement innovative strategies such as “mouth-ear” (viral marketing) on well-identified niches of customers and prospects.
- Increase qualified traffic web site.

I believe that social networks, establish a neutral rating on the products and convey a degree of confidence in the reputation of the online store similar to what we transmit the advice of our family or friends, and a degree of confidence on the technical aspects and functional similar product that we send a expert or a person with practical experience on the product. However, according to Forrester Research, only a small minority of online stores enrich their websites with content from community to assist consumers and customers to assess their products and services. Only 26% of online shopping and commentates allow technical evaluations by customers through social systems.