Personal shopping

Nuji, a new social network launched in 2011, enables members to create their own virtual stores by selecting items and saving them to wish lists. The lists are presented as a personal online shopping page and link directly to the e-commerce page for each item.

Members can follow their friends and other members on the site, and scan barcodes on their mobile phones. The site now features 300,000 tagged items from 15,000 stores.

‘Discovering things is more interesting through people than it is through algorithms,’ says the site’s co-founder Dean Fankhauser. ‘I think that a great opportunity in social commerce lies in enabling you to connect to people with similar tastes.’