In recent years the emergence of Web 2.0has brought changes in businesses. It may be observed as a paradigm shift in business (Wigand, et al., 2008). It has affected e-commerce, resulting in the emergence of a new concept known as social commerce. This has also led to changes within many business plans in online markets. Drawing on the Technology Acceptance Model (TAM) (Davis, 1989) the author analyses some of the components of social commerce which affect the intention to buy among individuals by proposing and testing Social Commerce Adoption Model (SCAM). Most research undertaken in the area of social commerce has been descriptive and lacks a solid theoretical foundation. This research gathers survey data and applies structural equation modelling (SEM) to analyse the data. Participation on forums and communities and perceived usefulness are shown to positively impact the trust, leading to more intention to buy among consumers.