Facebook Proving to Be an Excellent E-Commerce Tool For the Holidays

Facebook: Retailers Rethinking Online Shopping with Social

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If you had any question about whether or not Facebook can be effective for e-commerce, you might be interested in new data the company has shared with us regarding the time period from Black Friday through Cyber Monday. 

"This holiday season, shoppers are calling the shots," Jillian Carroll of Facebook’s Corporate Communications tells WebProNews. "Companies such as Amazon, eBay, Sears, and Levi’s are rethinking online shopping by adding social context with the Like button and other Facebook integrations. While newer sites like Etsy, Yardsellr, Bing, and Kembrel are building entirely new social shopping experiences."

If you have an online shop, there’s a good chance you have some kind of Facebook presence and/or integration on your site, whether that’s the inclusion of like buttons, Facebook Connect, or just having a Facebook Page. Chances are even higher that you will this time next year. 

"Since last holiday season, more than 1/2 of the top 25 retail sites have integrated with Facebook (comScore)," says Carroll. "17 of the 25 fastest growing retail sites are integrated with Facebook."

"On Black Friday, there was more than 6x the number of status updates related to retail purchases as the previous Friday," adds Carroll. "Referral traffic to the most active retailers on Facebook increased 70% over the period from Black Friday through Cyber Monday."

Just between Black Friday and Cyber Monday, Levi’s saw a 2x increase in the amount of likes and comments on their site, according to Facebook. The most-liked products during that period included 501 Original Jeans – Dark Stonewash (M), Bold Curve Boot Cut – Night Streak (F), and Regular Straight 505® Jeans – Dark Stonewash (M) if you’re interested. 

Kembrel on Facebook

Kembrel, a private store for students that can be accessed entirely through Facebook, all the way through the checkout process, saw 20% of its overall transactions come through its Facebook store from Black Friday through Cyber Monday. Transactions from their Facebook store are 7-10% bigger when compared to their site, according to Facebook. 55% of new, registered shopers are being acquired through Facebook. Pretty impressive. 

We’re likely to see more businesses following Kembrel’s model of letting customers go through the entire shopping process directly on Facebook. Look for Facebook to turn itself into one of the standard payment methods in the not-too-distant future. This should  fuel e-commerce directly within Facebook, while also potentially having a significant impact on it externally. 


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  • http://www.sitebyjames.com/ james

    I am indifferent to Facebook as being a good venue for sales. Impressions, possibly.

    For smaller business owners who feel like setting up shop inside Facebook, your rankings in search is still going to matter, with FB, you are prone to be easily brand jacked. I don’t know the finer details of FB and how copyright protection, or genuine person identification works, whatever their terms are for it.

  • http://www.uniflip.com/facebook Kim T. Rasmussen

    We believe that Facebook will be more and more important to e-commerce due to the fact that a lot of consumers “live their live” at Facebook.

    Gartner Group predicted earlier this year that companies must start to consider Facebook as a supplement to their online strategy….

    We have just introduced a Facebook integration for e-Publications in digital format and embedded web links, video and a lot of more features – easy to setup without using FB applications or fbml.

    See our e-Publications at Facebook here: http://www.facebook.com/uniflip/

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