As the trend toward the use of social commerce increases, two facts are coming into evidence: Rather than “brand-to-fan,” social commerce works best when customers initiate sharing with their friends on social networks. Sites like Pinterest, Fab.com and Rue La La have demonstrated the power of social curation to merchandise products in dynamic ways. Recognizing the importance of these two factors, social commerce provider Sociable Labs has introduced a platform called EverShare that combines what it refers to as “frictionless sharing” and social curation to drive increases in referral traffic and on-site conversion.