Blog/shop: it is authentic so don't worryˆˆˆ

Purpose The popularity and persistence of Blogshops raises ethical issues regarding the presentation of the female teenage owners' “self” to others and the relationship they maintain with buyers and other owners. Design/methodology/approach This ongoing observational study of Singaporean Blogshops reveals a layered and interrelated typology of alternative e‐commerce activities that critiques many of the myths associated with e‐commerce particularly the extent and manner in which it can empower consumers. Findings It is argued that Blogshops represent a new formulation of e‐commerce practice that draws upon a rich assemblage that includes readily available and popular digital technologies and an efficient urban public transport system. Research limitations/implications This study is primarily emic in perspective and requires complementary ethnographic research among Blogshopowners and buyers – specifically female teenage Singaporeans. Originality/value The present study introduces the phenomenon of Blogshops to a wider academic and theoried audience through a critical interpretation of observed activities. In doing this the study offers insight into the complex intersection of public transport infrastructure, freely available Web‐based technologies and the significant influence that fashion exerts upon contemporary popular culture.