The rise of e-commerce has changed the way consumers browse and shop for products. Retailers and businesses turned to the web to attract a larger audience. Subsequently, consumers increasingly looked to the web to conveniently find and buy products they need. With millions of products right at their fingertips, the amount of choices make online shopping feel like one of the hardest mazes to navigate. Online shopping options are often broad and therefore, recommended products offered can be irrelevant to the shopper. The demand for personalization in online shopping spearheaded the movement to curate distinct groupings of products based on a consumer’s personal taste and interests. Retailers used many different marketing tactics such as email marketing to show a selection of curated products based on customers searches and purchase history. Curated commerce allows shoppers to discover products based on their interests and preferences and creates added relevancy to the online shopping experience.

What is curated commerce?

Curated commerce is an online shopping tool that helps consumers find products based off needs and relevancy. These carefully selected product groupings are designed to appeal to a particular demographic or group that may be browsing products within a specific category or subject in mind. This is in efforts to create a seamless and efficient browsing experience.

Why should small businesses consider curated product collections?

Curated product collections provide a sense of organization around niche interests and establishes the merchant’s or retailer’s understanding of their customers; their lifestyles, interests, and product preferences to deliver a virtual "boutique-esque" shopping experience. By filtering large product catalogs down to manageable, easy-to-browse collections, curated commerce provides the essence of personalized recommendations, and helps customers find something that they may not have known they needed. In turn, small businesses can build brand loyalty and consumer engagement by showing their expertise on a specific category or interest.

How to Approach Curated Commerce as a Small Business

Large-scale retailers that have tapped into curated commerce, such as Walmart and Amazon, have tons of technology and manpower to keep their curated products and listings up to date. But what about the businesses that may not have the time, staff, or technology? Here are 3 ways small businesses can tap into curated commerce:

1. Create Curated Blog Posts 

If you're a small business with a website that contains a blog, creating short-form content that allows consumers to shop a specific line, category or theme is a great and easy way to start.

2. Social or Community Curated Commerce

Tap into sites that allow consumers to build curated content with your products. Sites like Pinterest, Tumblr, Wanelo and Polyvore allow individuals to make curated lists from third-party retailers.

3. List your site on a product search engine.

If creating blogposts or curated pages is outside of your areas of expertise, sites like SokoLocal will create curated collections with your products and make sure they reach the people who need them. SokoLocal's Collections help businesses tap into curated e-commerce through curated pages that showcase products from small and local businesses within a specific topic. Collections allow consumers to search for a variety of local products within their interest all on a singular page.

From gifts and winter sports gear, SokoLocal's Collections provide the feeling of a personal shopping guide for consumers to gather all the tools they need for a new hobby, interest, event and more, no matter their experience level. And the best part? The shops are local businesses. Learn more about SokoLocal's Collections or get your business listed on SokoLocal.

Curated commerce is reinventing the consumer experience. Not only can curated commerce make it easier to sort through endless product options to find the products they're looking for, but curated commerce can also help make a lasting impact on both consumers and brands/merchants.

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