Driven by the fast evolution of the internet, innovative technologies and web services, the user changed from a passive information consumer to an active content distributor within the whole web sphere. The buzzword web 2.0 became a synonym for this evolution which has enormously increased communication possibilities among people by enabling them to stay in touch via communities, blogs and social networks. In the same way B2C and C2C e-commerce rapidly changed within the last years. Users were integrated into existing online shops and mutated from a simple buyer to a fully integrated customer. Thus, a modern shop visitor can recommend products, leave comments, rate vendors or publish wish lists. This recent phenomenon, called social commerce or social shopping, leads to more customer satisfaction, loyalty and consequently to more revenue for the vendor. Accordingly, there is a strong demand for innovative e-commerce models and new shopping functionalities. Currently, only few vendors succeeded to launch new platforms and services,but market researchers confirm the economically expanding value of innovative user driven e-commerce solutions. In the near future, social shopping features might become a must-have for every modern shop owner. This paper presents the results of an extended case study research on future B2C and C2C e-commerce models. As a main focus, the key features as well as current trends of social commerce are identified and analyzed in detail. For successful next generation shopping, the presented trend-setting movements have to be integrated in new e-shops and platforms to meet the demands of modern customers.