Facebook Storefronts Dominate Ecommerce World


Webtrends latest white paper, conducted with Adgregate Markets (a company who makes Facebook storefronts) revealed data on Facebook e-commerce pages and brand commerce websites.

The key findings were as follows…

Facebook commerce conversion rates ranging from 2% to 4% are on par with Commerce websites.
Websites that do not engage in e-commerce are losing traffic to their Facebook pages at an alarming rate.
Facebook stores are very efficient at traffic acquisition ac­quiring visitors at no cost through wall posts and establishing a store monthly user base equal to 1-10% of the retailer’s fan base


People On Facebook

  • More than 500 million active users
  • 50% of our active users log on to Facebook in any given day
  • Average user has 130 friends
  • People spend over 700 billion minutes per month on Facebook
Activity on Facebook

  • There are over 900 million objects that people interact with (pages, groups, events and community pages)
  • Average user is connected to 80 community pages, groups and events
  • Average user creates 90 pieces of content each month
  • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
Global Reach

  • More than 70 translations available on the site
  • About 70% of Facebook users are outside the United States
  • Over 300,000 users helped translate the site through the translations application

  • Entrepreneurs and developers from more than 190 countries build with Facebook Platform
  • People on Facebook install 20 million applications every day
  • Every month, more than 250 million people engage with Facebook on external websites
  • Since social plugins launched in April 2010, an average of 10,000 new websites integrate with Facebook every day
  • More than 2.5 million websites have integrated with Facebook, including over 80 of comScore’s U.S. Top 100 websites and over half of comScore’s Global Top 100 websites

  • There are more than 250 million active users currently accessing Facebook through their mobile devices.
  • People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
  • There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products.


Some marketers say we live in a Google world. Now, more marketers are suggesting we live in a FB world. With the arrival of F-commerce, that is a more believable assertion.

Out of the scores of F-commerce sites we checked out, we picked the 5 best and brightest. Read why they stand out from the rest.

Now, without further ado, here is Sr. Editor Janet Roberts with our top picks for the best F-commerce sites. Take it awaaaay, JR…

1. Country Crock’s “Like-Gating” Coupon

“Like-gating” is a new trend among brands on Facebook to block access to promotions, applications or other Facebook Page benefits until the visitor has clicked the “Like” button. This promotion by Country Crock margarine, a Unilever brand, is a textbook example of how to do it right.

Here’s what sets Country Crock apart from other “Like-gating” promos:

  • It uses a branded greeting page for new visitors, labeled “Greetings from Country Crock.”
  • It specifies the benefits of liking the brand on Facebook, answering the visitor’s implicit question, “What’s in it for me?”
  • It trades a coupon for the visitor’s “Like.”
  • It tracks visitors who leave without “Liking” and uses Facebook Ads to invite the visitor back to the page until it gets a “Like.”

One quibble: The visitor must install a coupon printing app before printing out the coupon, apparently to track and regulate coupon use to prevent unauthorized sharing or multiple uses.

2. JCPenney’s “Share” Emphasis

Shopping is a social activity, something JCPenney’s Facebook catalog application remembers and even encourages by adding a “Share” button to every item on its search results page, not just to items in a shopping cart like other shopping applications.

JCP also promotes deals and incentives even before you begin to browse by department. Look for a banner ad with the current promotion and code on the “Browse Our Departments” page. The shopper doesn’t have to click out of the application and go back to JCP’s Facebook Page to take advantage of the offer.

This is a crucial benefit because shoppers have said over and over that they want discounts and other special offers from the brands they “Like” on Facebook. JCP makes it easy for its fans to take advantage of its incentives.

3. NBA Store’s Customizable Search and Sharing Options

The NBA has a high profile on Facebook. This shopping application contributes to that profile.

We like its shopping engine because it manages to compress a complex merchandise selection into the relatively small real estate of a Facebook page template without sacrificing usability or the social-shopping experience.

Its customizable search engine allows the shopper to sort merchandise by team name or event and includes multiple sharing sources: email, Twitter, sharing to the shopper’s Facebook Wall or recommending via the “Like” button.

4. Skullcandy SKDY Super Widget

“Ooo, sweet!” That’s what one member of the target market for this headphone manufacturer uttered when we showed him this widget, which mashes shopping and community building into one mobile-friendly Facebook application.

Even if you aren’t a teenage hipster type bonded to your iPod with a skateboard under one arm and a snowboard under the other, check out Skullcandy’s SKDY Super Widget. It wraps a catalog of its funky headphones and earphones inside a highly targeted mix of free content (downloadable tunes, videos, blog entries and an email opt-in invitation).

You can search, shop and put items in a cart in the Facebook app, but it takes you to a secure page at Skullcandy’s website to complete the transaction.

5. Warner Bros.’ Use of Facebook Credits

We aren’t Batman’s biggest fans, but we like this application because it shows how to use Facebook Credits to buy more than virtual farms or premium game weapons.

Facebook Credits is Facebook’s virtual currency system, which allows users to pay for products or services without having to enter bank or credit-card information. Companies in turn can sell products or services without having to create a localized payment engine or deal with fulfillment issues.

How it works: The Facebook user buys a certain amount of Facebook Credits using PayPal or a credit card or mobile-phone account. To watch “Batman: The Dark Knight,” the user can either click the video’s “Watch Now” button and approve the credit deduction or purchase credits within Facebook.





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