Domino’s has decided not to launch a Facebook shop, opting to keep its ecommerce activity on its own site.

Speaking at the Online Marketing Show yesterday, Domino’s sales and marketing director Simon Wallis said the take-away pizza brand doesn’t think the market is ready so has no plans to invest in Facebook commerce.

“We’d prefer to keep our customers on our own site and that’s why we haven’t launched a social commerce page on Facebook,” he said. “It’s better to keep the customer one click away from purchasing on our own site. You won’t see us doing an ASOS by launching a Facebook commerce page.”

In the same panel discussion, Havas Media social media director Amy Kean spoke about social commerce and cited recent research the agency had done. It found 89% of people hadn’t bought anything on Facebook and 44% had no interest in doing so.

She also said the research found innovations such as mobile check-in services have been overplayed by some of the industry. “Half of respondents said they would check in at venues in return for an offer, but a third of people didn’t even know what checking in was,” said Kean.

In a separate panel discussion about mobile commerce, O2 Media outlined plans to boost the numbers of customers opting for its mobile advertising service.

O2 Media’s head of planning Charlie Hunter-Schyff said its advertising arm aims to increase the number of subscribers to O2 More from the current 2.5m to 10m by the end of 2011, to deliver scale to advertisers.

He said O2 Media plans to promote O2 More, whose users agree to receive ads sent via SMS, more heavily from next month.