If you don’t think buying is a social decision, look at Amazon’s recommendation engine. Daily Grommet turns each product into a story about the people who make it and the people who buy it. They call it Citizen Commerce, and the website design supports a social network with videos, twitter feeds, chat, consumer reviews, embeddable widgets, user submissions and a crafty DIY feel that makes the consumer a part of the story.

Web design by Frank Ladd, branding by AlphabetArm, development by Agile Commerce, project by Pod Design for daily Grommet.

View the online website

Note: the company recently received investment capital and redesigned the site for a larger inventory, but have retained the feel of my original design.