Coupon Sherpa, in a recent article singles out women as the leaders in social shopping…(among others of course).  They already make most of the Health care decisions, but they also do most of the online shopping.  And they don’t like to do it alone.  It’s not as fun and according to the article, women are three times as likely to trust their friends over an expert.

Now women aren’t the only ones who sometimes need a second opinion on a purchase, however check out this nice overview of how the social movement is intersecting online retail right in DecisionStep’s sweet spot.