Wanelo, a social shopping site followed by about half of college-age women, seeks to bring a fun, mall-like browsing experience online and to mobile devices, Social Commerce Evangelist Rachel Youens says in an interview. "People like to shop with friends, to walk into a Brookstone and look at the weird massage chairs, or breeze through the Gap to see what's in style. We're trying to bring that same experience to the Internet," she says.

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