Etsy’s new gift recommendation application will access your Facebook friends’ data in order to generate customized gift recommendations based on each individuals ‘likes’. An example of how the recommendation engine works is featured below.
We found this to offer a great example of both branded utility and social shopping. The tool provides an (albeit arguable) value to users – helping you find gifts for your friends, based on what they like. In utilizing the personal preference data they’ve added to customize their social profile, it also embodies a more social, personalized way of shopping than – say – directly asking your friends what they might like.