Not so long ago, Facebook was a mere social networking tool. Businesses had started to see it as a marketing tool or a customer service portal, but not much more. Nowadays, the more savvy businesses, both large and small, see Facebook as another retailing channel.
Some are so used to e-commerce, that they are reluctant to embrace f-commerce fully. In fact, that out of most major retailers, there are only 10% or so, that are generating decent sales via Facebook.
But interest is starting to grow both from retailers and users alike. Consumers have more trust in Facebook, and are therefore seen as more likely to use it as a buying channel. Moreover, the introduction of Facebook’s only currency; Facebook credits; and the enthusiasm of Facebook to make it more widespread, is making transactions easier too.
Facebook is already seen as a great source for online discounts and deals. Companies are incentivising their followers in a variety of ways to acquire that all important Facebook endorsement; a “like”!
If you as a retailer, can make the prospect of buying on Facebook attractive, then you will do well. It just simplifies a process by eliminating a funnel or link in the chain. Followers see a deal, and they can click on the Facebook shop page of the relevant retailer and buy more easily. And buyers live simplicity a lot. If you can attract conversions without users having to leave Facebook, your sales and return on investment will go up significantly.