Notonthehighstreet.com has become the first site in the UK to launch a new social commerce feature so groups of friends can share the cost of large-ticket items.

Notonthehighstreet.com has become the first site in the UK to launch a new social commerce feature so groups of friends can share the cost of large-ticket items.

Group Gifting allows friends to collectively chip in for a product.

Once a gift has been chosen, the customer can invite others to contribute their share using PayPal and all customers are charged simultaneously when the right amount has been collected. This makes the more expensive items accessible to customers who are looking to spend a smaller amount, and takes the hassle out of arranging a shared gift.

The technology behind this is provided by The Gifts Project, a social ecommerce platform that offers the functionality as a plug-in to retailer’s sites, allowing online retailers to make the most of their shoppers’ social buying experience.

Group Gifting connects neatly to Facebook, allowing Notonthehighstreet.com to draw in new shoppers from the friend base of its established customers.

EBay has developed a similar idea with The Gifts Project, who are part of Facebook’s Preferred Developer Network.

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