For many people, shopping is a social experience – whether shopping with friends at a physical store, or sharing online purchases with friends through Facebook, Twitter, Instagram, or other social media. When customers can easily share and 'like' your products and their activities with friends online, you're not only building your company's brand awareness, but you're also improving your store's ranking on search engines (Search Engine Optimization or SEO) on sites like Google to drive more visitors to your website.