What is the Peer-to-Peer Business Model?

3 min read

Jan 15, 2022

What is the Peer-to-Peer Business Model?


Women understand that businesses are in the business of making money. Women understand that word-of-mouth recommendations are valuable decision-making tools. Women understand that no one understands the health and wellness of their family more than someone who actually knows them and their family.

Before the Internet: before texting; before Slack; before social media and pop-up ads, girlfriends got together in person. Be it a morning coffee, a standing brunch date, or late nights toasting, inevitability the conversation would include everything from clothing to beauty products to wellness services. How do you get your curly hair not to frizz? Which skin cream is giving you that glow? Anyone know a trainer to whip me into shape?

There was always that one friend who knew all the answers—not just the latest, greatest, best product; but where to find it. She was the glam guru of the group, and her advice was fact.

This is the foundation of peer-to-peer selling.

So now: What if you became THAT go-to friend offering up what works best for pain, solutions for sleeplessness, tools to combat stress? What if your experience with one brand was so impactful that you became a brand ambassador for that business? What if your brand experiences resonated with family and friends and friends of friends so that they came to you for not only guidance but purchases?


Today, any interaction with a product can be shared with millions of people, and chances are, that audience is looking for personal feedback. How do you personalize the feedback? Well, to start, a well-told story elevates the experience of using a product from impersonal and ordinary to personal and extraordinary.

Social media is a powerful way to get the word out about favorite products: you share a positive experience with friends, and, because it's authentic, the story is free from a one-size-fits-all marketing spin, and often friends follow your lead and try whatever it is you’re using. We’ve all done it.


For years, women found community in the workplace. The office was the place where adults showed up to work together for a common goal. However, as the idea of office space and workplace changes to include remote, virtual, and hybrid schedules, more women are taking on side hustles or starting their own companies, opening up multiple revenue streams. The very tools that used to help women stay connected with co-workers in the office are now being repurposed to support their new endeavors and find success.


1. Education. Education. Education It’s very simple. Educate yourself every day so you can support people with the right product to solve a problem. Focus on science and medical research and talk to as many doctors and researchers as you can.

2. Social Media Strategy Develop an active presence and establish yourself online. Consistently post quality content that is relevant to health, wellness, and lifestyle — both original stories and images with links to scientific/medical research and industry peers.

Focus on: INSTAGRAM for visual content FACEBOOK for articles + connections TIK TOK for fun LINKEDIN for thought leadership SUBSTACK for newsletters SNAPCHAT for quick fixes (tips and tricks)

Comment and engage with followers and other influencers….with only positive words and a helpful spin.

3. Reviews… the Good, the Bad and the Ugly Be receptive and ready when responding to reviews. We all need constructive feedback to learn and grow but make sure compassion is at your core.

4. Testimonials Share success stories. Endorsements inspire people and strengthen relationships; show your company culture, and reflect personal values.

5. Participate + Connect Meet people where they are: online forums, conferences, and meetings. Contribute to the discussion. Answer questions and concerns and if you don’t know the answer, connect with people who do.


Keep the social media conversation going by moving it to real life. Social selling is the process of researching and connecting with people but knowing when to move the conversation off social media is key to growth. Virtual trust and personal connections can only get you so far.

Show off products at small events, house parties—the next step to the art of brand advocacy. Give people the opportunity to test products, ask questions in the privacy of a home, surrounded by like-minded people. Parties are a way to connect with friends, make new ones, participate in the green economy, and learn.

Women who participate in the peer-to-peer business model at Commons aren’t just stocking homes: we are supporting health and wellness with plant-based therapeutics that have been around for thousands of years.

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