Home  › Social › Social Commerce

Why Facebook Storefronts Fail

  |  February 22, 2012   |  Comments

Executives from startups contend that commerce can succeed on social networks, but requires new approaches.

Executives from social technology startups said commerce on Facebook requires more than opening a storefront.

Speaking at the OnMedia NYC conference on Tuesday, executives offered up several reasons why four high-profile brands - Gamestop, Gap, J.C. Penney, and Nordstrom - reportedly shuttered their Facebook storefronts over the past year.

"Opening a storefront does not mean you have a social commerce strategy," said Justin Yoshimura, CEO of 500Friends, which offers social loyalty technology for retailers. "Consumers want to shop on your store and want to interact with your brand on Facebook."

In response to a question by attendee Neil Glassman, executives speculated on additional reasons why businesses pulled the plug on their Facebook storefronts. They included:

  • A brand's e-commerce website typically gets more visitors than its Facebook page.
  • Facebook commerce shouldn't be narrowly defined as storefronts. Instead, it encompasses other activities, such as loyalty programs and rewards.
  • And commerce on Facebook is still in its experimental stages.

Executives from social technology companies also pointed to approaches they are taking to advance commerce on Facebook and other social platforms.

Horizon Studios CEO Janice Diner, for instance, said her company developed a social sales incentive and training platform, which is designed to enable brands to reward and engage with sales and customer service teams.

And SocialGift CEO Mo Govindji said his company's application can be used to encourage "group gifting," whereby friends on Facebook can team up to collect contributions and buy a gift for another Facebook friend.

Lastly, Yoshimura said Pet Food Direct worked with 500Friends to develop PFD Rewards, a program on the brand's Facebook page and website. Once someone enrolls in the program, they can earn points for referring friends, placing orders, and other activities. Participants can then redeem the points for rewards, such as pet food donations to needy pets.

petfooddirect-rewards

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...