According to Roger (2015), 9 million Australian people access Facebook in a daily basis using a mobile device with the average frequency of 14 times per day. Considering how popular Facebook is in Australia, Chatime Australia should consider starting to take order from customers even via Facebook (Figure 5, Appendices). In fact, Facebook fanpage supports social shopping by offering a space to upload different products with prices being available.
Theoretically, social commerce is the delivery of e-commerce related activities and commerce transactions being conducted via different social networks channels or Web 2.0 software. It is all about inspiration and product discovery, it serves like a digital catalogue or virtual mall and acts like a connecting point between different mediums. It is not a click-to-buy platform, it is used to convince customers to purchase at some point down the road (Smith, 2013).
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However, they might change their decisions over time if they see positive feedbacks on social networking sites. That is the reason why social recommendations as well as ratings and reviews are very important when it comes to social commerce. Nowadays, social recommendations matter more than any other type of marketing because it comes from real customers with real experiences. Customers tend to trust fellow customers more than they trust the brands. In terms of ratings and reviews (Figure 6, Appendices), Chatime Australia is doing relatively well on Facebook (4.2 out of 5) and the way they handle criticism and negative feedbacks – they use the right attitudes, being respectful and polite to deal with their customers online (Figure 7,