This article was originally posted on 6 October, 2011
We read recently that Facebook commerce, or ‘F-commerce’ could reach a value of £30bn by 2015. We know that estimated figures should always be viewed with caution, but however you look at it, F-commerce represents a massive opportunity for organisations wanting to grasp the nettle.
Facebook has more than 30 million users in the UK (that’s half the British population), and we’re already starting to see the social network turning into a mini-internet in its own right. Your potential customer can get everything they need without ever having to leave the platform where they are spending their leisure time.
While there is a school of thought that suggests businesses should concentrate on driving interested customers to their own websites, to ignore F-commerce as merely a fad would be foolish. As an e-commerce platform it’s far more than a distraction from selling, but rather should be seen as something that complements your standard e-commerce site.
Facebook also offers businesses the chance to get close to consumers who are passionate about their products. After all, if a consumer “likes” your brand’s page or store, they are far more likely to buy something from you. We’ve seen both sides of the “the value of a like” argument, but the way we see it is that you are selling to people who want what you have to offer.
F-commerce is and will continue to be a powerful tool in a retailer’s arsenal, as imperative as an e-commerce solution is today. It is certainly important to do it for the right reasons, but F-commerce certainly isn’t just hype.
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