We’re all familiar with the term ‘e-commerce’ when it comes to selling products online. Now f-commerce (the ‘f’ stands for Facebook) is becoming more and more popular with brands and consumers alike.

If you’re an online retailer, it is essential that you understand the impact that social media is having on e-commerce. Unique selling opportunities now exist on Facebook and other social media platforms. These networking sites allow you to engage with your customer base – and in the ideal scenario have them promote your products to their network of friends.

At the simplest level, this can be done by the addition of Facebook’s ‘Like’ button to your website, which acts as a simple content sharing device. When someone clicks on the ‘Like’ button on your site, this information is posted to that person’s Facebook wall and this will be viewable by their friends. As the average Facebook user has over 100 friends, this simple action could have a snowball effect as more and more users ‘Like’ your brand.

This communication is not just one-way. A page on your website can pull information from Facebook to show the names and profile pictures of people who have ‘Liked’ your product. This way you can find out more about the customers that are interested in you.

The opportunity now exists to take further steps forward to integrate e-commerce with your Facebook page. This means not just engaging your customer through your social presence, but also inviting them to buy products (in part or in whole) over the Facebook platform.

To achieve this, the look of your Facebook page can be tailored to look less like the profile page familiar to most users and more like a standard web page. This also allows you to integrate e-commerce elements, either by pulling product information onto your page using an API, displaying your shop through an ‘Iframe’ or even creating an App to perform the whole process through Facebook.

A number of online retailers have already rushed to take advantage of this new opportunity. Brands like Max Factor, Heinz, Thorntons and JD Sports have all made the transition from promoting their brand to selling goods through their Facebook pages.

The time internet users spent on Facebook in 2010 surpassed the time people used both Google and Yahoo. It is therefore essential to use social media platforms to find a bigger audience for your goods. Large brands such as Coca-Cola get more than 10% of their traffic from their Facebook page and this figure is only growing.

The Facebook platform is currently completely free and businesses can take advantage of this to set up a page with no hosting charges, fees or percentages paid. Call eSterling today to find out the ideal social media and e-commerce strategies we can offer you so that you can make the most out of f-commerce.

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