Press Release

New Whitepaper Unlocks the Value of Onsite Social for Online Commerce

Social Shopping leader shares insight and best practices for building consumer trust and brand loyalty while driving conversions

New York, NY [May 26, 2010] — TurnTo Networks, a leader in onsite social shopping, today released a new whitepaper: Onsite Social for Online Commerce. The research – written by TurnTo CEO and Founder George Eberstadt – provides online retailers with insight and best practices for adopting onsite social strategies that build consumer trust and loyalty while driving conversions.

The whitepaper presents a set of core principles to guide online retailers through the integration of their online stores with popular social networks – a strategy TurnTo refers to as “Onsite Social” – that increase the value of social initiatives and deliver measurable results. The study also shows new ways merchants can use Social on their online stores to deepen relationships with their customers.

“Most of the focus on Social Shopping to date has revolved around building a presence on Facebook and Twitter. But the biggest opportunity for most merchants is in Socializing the shopping experience on their own store sites,” said Eberstadt. “After several years of working with dozens of innovative online merchants on social retail strategies, we wanted to share some of the lessons we’ve learned.”

Through this whitepaper’s detailed insights into today’s rapidly evolving social shopping environment, online retailers will learn the following:

  • What roles Social Merchandising and Social Purchase Sharing play in executing an effective onsite social strategy
  • Why they can’t ignore the onsite part of social shopping
  • Why building a brand presence within social networks may be missing the most powerful use of social networks
  • How to leverage the fact that friends are the most trusted source of information on purchasing decisions
  • How they can deepen engagement on their own sites to drive conversions
  • How Onsite Social Shopping works in different ways to meet and address a wide variety of common sales challenges
  • How to integrate their online store with their social network presence to leverage the opportunity of friend-powered shopping

The full whitepaper is available for download at

About the author

While working on a community design for an ecommerce site in 2007, George couldn’t find a tool to do the most important thing he could think of: tell visitors which of their friends also shop at the site and what they bought. So he founded TurnTo to make it easy for businesses to add Social Shopping right on their sites. Prior to TurnTo, George co-founded nTAG Interactive, which introduced computerized name badges to the conference industry. George previously was on the leadership team of two other information industry start-ups, was a Manager at the Boston Consulting Group, and was a policy analyst at the U.S. Congress Office of Technology Assessment. He holds an MBA from the University of Chicago and a BA from Harvard

About TurnTo

TurnTo provides onsite social shopping applications for online merchants. TurnTo enables online stores to turn their entire customer base into references for friends and other shoppers, driving higher conversion rates, average order values, and repeat purchases. TurnTo provides a powerful way to take advantage of the Facebook Open Graph and also supports other top social networks and email systems. Internet Retailer 500 companies, including Jomashop, The Watchery, and CompSource, use TurnTo’s onsite social shopping to convert visitors into buyers; the conversion rate of shoppers who use TurnTo is 2-4 times higher than it is for those who don’t. TurnTo is a white-labeled, SaaS offering that can be integrated in a few hours. More information about TurnTo and its partner sites is available at

Leo Tignini
iFluence PR