David Beisel’s post on (The Beginnings of) Social Commerce is very a good description of Adegga.

I envision a day where you can search your social network to find and see what products others who you know own –and– whether or not they like them.

Moreover, you could learn about the people you don’t know when they recommend a product (which you don’t know now on “traditional” shopping engines).

With this information, you could make a more informed buying decision about products you are considering – and keep up to date on the ones you don’t yet know you should be buying.

This info would more than just allow individuals to keep up with the Joneses… True social commerce would provide consumers with rich social context and relevancy to the purchases which they are making.

Steve Rubel over at Micro Persuasion also does a good addon:

Social Shopping can take several forms, but in sum it means creating places where people can collaborate online, get advice from trusted individuals, find goods and services and then purchase them. It shrinks the research and purchasing cycle by creating a single destination powered by the power of many.

Both are great views on what Adegga is doing to support people with a passion for wine.

By the way, development is going great. I’ll post some more news soon.

note: cross-posted over at blog.delaranja.com.