Public Relations & Social Marketing Insight

It has to woo overlooked small retailers in the same way a disruptive technology needs to cater to developers.

Chinese e-commerce giant Alibaba has gotten lots of attention thanks to its pending multi-billion-dollar U.S. IPO. It seems to have no immediate plans to expand in the U.S.—but that's likely just a matter of time. And when it does, Amazon had better watch out, because Alibaba has a host of ready allies: the legions of mom-and-pop retailers that Amazon has left stranded in its wake.

Let's start with some background from Alibaba's perspective. The company controls 80% of the Chinese e-commerce market, which means it needs new markets in order to grow. Its current model—acting as an e-commerce middleman that connects buyers and sellers—might translate well to some big emerging markets, but Alibaba will need to take a more subtle approach in America for three reasons...

The BBC's Jill Martin visits US clothing company Lolly Wolly Doodle, which is helping to lead the way in selling directly through Facebook.

As a family-run company with just 160 employees and a funny name, US children's clothing manufacturer Lolly Wolly Doodle (LWD) does not immediately seem like a trendsetter.Yet the North Carolina firm and its owner Brandi Temple are at the forefront of how small retailers are increasingly selling their wares directly through Facebook.

Billionaire investor Steve Case, the co-founder of US internet group AOL, is so impressed with LWD and its "Facebook commerce" business model that earlier this year his Revolution Growth fund invested $20m (£13m) in the company.

He says that LWD has the potential to be a billion-dollar business.Mr Case adds: "Ms Temple really had pioneered the whole area of social shopping. It's really bringing consumers almost into the design process."For most people focused on e-commerce, social is an afterthought. For her, it's the main event. I think that's unique."...