Community-based features like online consumer reviews, discussion groups and wish-lists have been commonplace on e-commerce sites now for years. It’s easy to understand why. The internet is the easiest and quickest way to research products, and study after study shows that the opinions of one’s peers, whether it’s friends, family or like-minded consumers, have the greatest influence on someone’s purchase decision. Sites that have recognized and acted on this information have benefited the most through improved consumer engagement, brand affinity and sales. (more…)