Our team of 7 software developers and researchers focused primarily on the concept we call eGRIDs and cloud computing technology of Embedded Instant Messaging Service (EIMS). eGRIDs is a formal base for new real-time social applications and implements the Real-Time Service Oriented Architecture (SOA). It opens new methods of a software engineering which can be used to link resources and the Instant Messaging Services (IMS) in single network or rather "Grid". EIMS provides mass communication by embedding services into web sites or via standalone XMPP clients. Based on the aforesaid we are developing the platform eSocialGRIDs to build real-time social applications. One of the ideas of the platform is to make communication and notification instant, really massive, cheap, minimizing offline time due possibility to use the mobile devices. In fact, eSocialGRIDs combines different tools (Erlang-based servers, HTML5, Javascript and JSON) and services (like Web-services, XMPP group and P2P chats, widgets, file exchange, multimedia, different types of a notifications such as SMS, email etc) to provide massive and instant communications. On the basis of the eSocialGRIDs platform the services eSocial+ are developed for expanding eCommerce to Social Commerce.