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A recent infographic detailing the history of Facebook Commerce – or F-Commerce as it has come to be known – throws up some interesting facts about the way we use Facebook to shop and carry out our online purchases. 67% of shoppers spend more money after following recommendations of friends from their social networks, highlighting the importance of presence and increasingly the ability to carry out transactions straight from a brand’s Facebook page. Although research by Forrester argues the case against F-commerce, suggesting it offers only 1% click-through and 2% conversion rates (compared to email at 11% and 4% respectively), it is a new concept with huge potential for growth.

The digital generation has high expectations from brands. Continually plugged in, they want everything at the touch of as few buttons as possible. Research shows that although 11% of those surveyed have bought from Facebook only 8% of retailers’ FB pages currently accept a transaction; that’s an awful lot of missed opportunities for potential sales.

Not one of the top 100 Prestige Brands as ranked by luxury market experts L2, sell from Facebook. Although there is a lot of discussion as to whether social networks suit the exclusivity of the luxury market, surely an extra opportunity to buy wholly integrated within the Facebook page and other digital assets is a help rather than a hindrance? Then again for the likes of Burberry, D&G, Gucci and Chanel who do not allow fan posting (read our blog post discussing the pros and cons of this here), not listening to customers seems to be their current strategy.

Bucking the trend is US designer Diane von Furstenberg whose Wrap of the Month concept highlights how F-commerce should be done. Rolling out a new limited edition each month, the exclusive dresses will be available via Facebook only, with fans contributing comments and the ability to share the purchase once added to their shopping bag.

Instead of just replicating online stores, consumers want authentic social content that maintains brand integrity at all times, offering something more than just the opportunity to buy. Levi’s are leading the way with their Friends Store showcasing only products liked by your social connections and inviting friends to browse the store together. The Friend Store is proof enough that F-commerce is thriving: besides acting as an alternate storefront it also works as a social way of displaying and predicting sales, benefiting both customers and the brand.

Although the visual nature of fashion lends itself well to being showcased on Facebook, it is not just clothing brands and designers experimenting in the world of F Commerce. Delta Airways launched Ticket Window back in August 2010 to allow user to book flights directly from their FB page proving the convenience factor is high in the success of F-commerce initiatives.

History of F-Commerce SlideShare

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