Mary Anderson-Ford, Managing director of retail recruitment business Aquaretail.
Recent reports show that brands are receiving not-so-free coverage from the Twitter accounts of celebrities.
Kim Kardashian, with 18 million followers, is arguably the queen of this phenomenon - it is said she makes up to £7,000 per tweet for mentioning certain products.
While Kardashian may be one of the more expensive, she is definitely not the only celebrity to cash in on what retailers are increasingly seeing as a lucrative market that I like to call ‘wannabe commerce’. Home-grown stars like Alesha Dixon, Liz Hurley and Amanda Holden are among those earning from their name-dropping.
Of course, the nation’s obsession with all things celebrity is not an entirely new concept - I think back to the early days of As Seen On Screen and its full-page adverts in Heat magazine circa 2003.
The main difference now is how technology works in harmony with retailers to create a perfect storm.
Given how easy it is to quantify the conversion from tweet to purchase it won’t be long until the stats show how this innovation translates into money in the tills for our retailers.
But from what we already know about the power of the celebrity in traditional retail, w-commerce is clearly well on its way to becoming an accepted new platform for selling.