According to a new Nielsen report, 20% of “social consumers” now discover content through their social contacts, instead of through search engines or content portals. Commerce is a type of content. This means that for “social consumers” (defined as those who spend 10 percent or more of their online time on social media), Social could become the new Search. What can online retailers do to tap into this new trend? Deploy tools that let your shoppers discover your products by looking at what friends and neighbors bought.