Will Facebook become a major ecommerce player? According to the latest from Forrester Research, probably not.
In her newly released report, “Will Facebook Ever Drive eCommerce?,” Forrester analyst Sucharita Mulpuru claims a social-network presence is less effective at online retail customer acquisition and retention than e-mail and paid search. She notes that Facebook's major challenge is that the majority of the 650 million users visit the social network to socialize, not to shop. While I agree Facebook is not on track to be the next Amazon or eBay, the social networking site does have a part to play in ecommerce.
Facebook and Online Considered Purchases
Facebook will likely never be a destination for major ecommerce transactions, but I do believe consumers will leverage the community's tools for the social aspect of shopping online and in-person. Whether sending a picture from their mobile phone or posting a link from an ecommerce site, Facebook is one of the quickest ways for consumers to ask their friends if they should get the new sofa in brown or gray.
Retailers can also use the Facebook platform to engage with customers and offer special deals and information specifically for their Facebook fans. Consumers want to be a part of the conversation, and Facebook lets you connect in new ways retailers only wished they could before. And a potential audience of 650 million makes Facebook a very difficult website for retailers to ignore.
What benefits you have seen from your retail store’s or brand’s Facebook presence? Has the site played a role in increasing conversions or helping to drive engagement?
Related posts:
Copyright 2010, Official Blog of Blueport Commerce
In her newly released report, “Will Facebook Ever Drive eCommerce?,” Forrester analyst Sucharita Mulpuru claims a social-network presence is less effective at online retail customer acquisition and retention than e-mail and paid search. She notes that Facebook's major challenge is that the majority of the 650 million users visit the social network to socialize, not to shop. While I agree Facebook is not on track to be the next Amazon or eBay, the social networking site does have a part to play in ecommerce.
Facebook and Online Considered Purchases
Facebook will likely never be a destination for major ecommerce transactions, but I do believe consumers will leverage the community's tools for the social aspect of shopping online and in-person. Whether sending a picture from their mobile phone or posting a link from an ecommerce site, Facebook is one of the quickest ways for consumers to ask their friends if they should get the new sofa in brown or gray.
Retailers can also use the Facebook platform to engage with customers and offer special deals and information specifically for their Facebook fans. Consumers want to be a part of the conversation, and Facebook lets you connect in new ways retailers only wished they could before. And a potential audience of 650 million makes Facebook a very difficult website for retailers to ignore.
What benefits you have seen from your retail store’s or brand’s Facebook presence? Has the site played a role in increasing conversions or helping to drive engagement?
Related posts:
- E-commerce 2.0 – The Next Wave
- The Numbers Speak for Themselves
- Online Shopping on Facebook Gains Momentum
- See, Like, Buy – Capitalizing on Group Buying and Facebook This Holiday Season
- Social Media Monitoring: Facebook and Ashley Furniture HomeStore
Copyright 2010, Official Blog of Blueport Commerce
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