The Internet has become a social environment, with everyone quick to share and update friends and family with their latest opinions, news and pictures. It seems almost archaic for somebody to do something online these days without being able to share it, post it or tweet it somehow. So it’s no surprise retailers and manufacturers are trying to figure out how to effectively incorporate social media into their e-commerce platforms. After all, word-of-mouth is one of the most powerful forms of marketing.

Proctor & Gamble is a good example of a manufacturer that understands how to blend social media capabilities within its e-commerce portal. AdvertisingAge just published an interesting article about what the company’s ramped up, socially-infused Web site, which will evolve with new services based on shopper input, and that it will share what it learns with other retailers.

Call it social commerce. Giving consumers the ability to interact with a brand the same way they interact with their digital network is going to be critical for success as media, content and community merge. It’s not just about selling a product; it’s about selling an experience. The Proctor & Gamble example is a tell-tale sign of consumer package goods moving from the store aisle to the social frontier.