When brands first started using Facebook for brand building, it was considered purely a marketing tool or a customer service portal. However, times are changing and Facebook is becoming more than just a platform to create awareness amongst consumers. While the interest for Facebook shopping is rising amongst consumers, brands are fairly resistant to go beyond their e-commerce sites probably due to the lack in knowledge about consumer interest. Research has shown that 79% of major retailers have personalized pages on Facebook but only 12% of those choose to actually sell their product using the social networking website.
Consumers have developed better trust towards the social networking site and are more likely to purchase using Facebook. The site is considered by users to be a great source for online discounts and deals. By providing direct purchase from Facebook, brands can simplify the process the hence increase the chances of consumers buying off the site.
F-Commerce strategies are aplenty and brands have various different avenues to explore in order to take their product a step further in the social media chain. F-Stores or Facebook stores are the most common when it comes to purchase on Facebook. Buyers can select the product and make the payment without having to leave the site.
Group buying is yet another concept that is gaining ample attention on Facebook. Several deals go live depending on the number of people liking the page. Top car brand, Skoda, promised 1 Euro off for every like it would receive for its page.
To encourage more attention to their F-Commerce activities brands can offer products that are exclusively available to the Facebook fans. Heinz provides a great example of this concept. Recently the company launched a new flavour and offered a special “early preview” to their FB fans.