Will real time web work for e-commerce?

It turns out publishing companies are not the only ones to dislike Google’s dominance – e-commerce companies don’t like having to rely on the search engine for their traffic and revenue either, and one even called it “a new tax on the internet”.
Xavier Court, co-founder and VP of marketing in Europe at Vente-Privee, said, “It’s a new tax on the internet, we’re not Google-dependent. We don’t spend one euro on Google. All our members come through other members.” He admitted the company spends money on Google in other countries when the company is starting out, but said, “After two, three or four years we stop.”
Thilo Bendler, VP at Otto, said Google is a necessity for the company. “We are dependent on it for traffic,” he said, “but you can never be happy if you have to depend on one comany to generate traffic.”
The internet is increasingly important to retail but the members of the panel at Le Web conference in Paris said the move into real time web was not one that would necessarily work for e-commerce.
They said they use Facebook and Twitter to connect and build trust with customers, but not to push sales. Xavier Court of Vente Privee said, “I dont like the idea of using Facebook and Twitter as marketing tools. Consumers are not naive – they know when it’s a company push on Twitter.”
The panellists said it was “up to entrepreneurs” to come up with a way for retailers to make sales via tools like Twitter buttons and Facebook buttons. And the tools available today are not sophisticated enough for commerce through the social web – there’s no payment system for Twitter, for example.