The document discusses how gamification techniques can be used in e-commerce and social commerce. It outlines different types of "funnels" used in social games to encourage viral sharing, user engagement, and retention. Examples of viral mechanics for e-commerce include offering friends discounts for invites or getting a free item for daily store visits. Zappos' VIP program is discussed as an example of using status and badges to motivate engagement. The document argues gamification can help increase traffic, customers, and sales for online retailers and app developers.