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Opinion: How social commerce is cutting out “the messy middle” of e-commerce

Have you ever had one of those afternoons when you’re catching up with friends, the drinks are flowing and conversation is easy. Then someone pipes up with, “Have you ever been to the Barossa?” The next thing you know, you’re Googling wineries, comparing calendars and organising what promises to be an unforgettable group holiday. And then the hangover kicks in. You inherit project management of this “exciting” adventure. All of a sudden, the distances between wineries make it trouble

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