Visa have officially launched Rightcliq, a new social commerce service that allows US shoppers to get second opinions from their Facebook and email contacts on potential purchases – and then buy them.

Rightcliq is essentially a social bookmarking service – like Best Buy’s universal wishlist Giftag service with an image/price grabber to facilitate comparison shopping combined with an autofill credit card payment feature – from card details stored with Rightcliq (not necessarily Visa).

The web-browser plugin-powered service from Visa is also partnering online retailers (1-800 flowers, Barnes & Noble, Avis…) to offer users of Rightcliq special discounts, and offers tracking services for online purchases.

Check out the screenshots and the video below – but in a nutshell what Rightcliq does is create a browser bookmarklet that saves selected items to a private online “wishpace” that can be shared with friends to get feedback on shopping ideas, and from where members can compare and buy bookmarked items.

In other words, Rightcliq is a social version of PayPal.

Whilst the Rightcliq site design and navigation are well, different, and the plugin heavy-handedly brands your browser with Visa – Rightcliq is an interesting, and potentially useful service.  It’s also a concept that other financial service providers could, and we think, should build on – but perhaps in a less intrusive way.  A useful build for Visa would be to offer members Visa payment card protection services (which require registering all your cards anyway), and perhaps add in a price comparison engine.

Should all retail banks and card providers be looking to offer similar social shopping services on their secure websites to drive transactions and loyalty?