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:
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.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.