Participants originally stated little interest in Facebook shopping in particular and social e-shopping in general, yet it emerged from the discussions that they often need only a slight ‘nudge’. This is apparent, first, because they trust their friends and Facebook is their main way of obtaining information from friends. Searching via Google is understandably the main means of searching for information, yet because information from friends is trusted more, then they often buy on the basis of friends’ recommendations, without realizing that they are participating in social e-shopping