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I’ve previously ranted a bit about how Facebook is driving forward a large element of social commerce, but I’ve always found that it helps to provide evidence for any argument.
Consequently, I’ve compiled a rather large list of companies who are using Facebook to sell products...
Some were pop-up stores, PR stunts or specific campaigns and not all of them involve direct transactions through Facebook. Some use the API to pull through stock inventories on their Brand Pages, with others taking this further by allowing sign-ins to their checkout, following this.
I imagine that some people will argue that this isn’t pure f-commerce, but it should be acknowledged that these examples were actively trying to make commercial sales using Facebook’s platform... which in my opinion, falls firmly into the commerce-through-Facebook camp.
Notably though, as a general rule, the examples I've selected don't have static pages which redirects the user to a separate e-commerce website.
To also lend weight to the argument that f-commerce isn’t wholly about direct sales onsite, Janice Diner’s recent ecosphere graphic demonstrates the complexity of this growing area.
I’ll be the first to say that I’ve yet to see large amounts of data surrounding the success rates of having an f-commerce presence. Examples do exist, but given that the channel is still very much in its infancy, there seems to be a combination of reluctance on the part of the retailers to share this information, alongside poor tracking and analysis.
That said, in the coming months, I fully expect to see solid evidence of the value in ensuring a retail presence on Facebook exists.
But onto the examples! Who says Facebook hasn’t got a place in online shopping?
This was one of the first on-page f-commerce stores. And it's still going strong.
The UK theme park has an app that allows you to book tickets in advance.
The online fashion retailer allows users to buy personalised mobile gift cards for friends and family for use online or offline.
Apple also offers its app store via Facebook.
The online fashion retailer's Facebook store is widely cited as an f-commerce case study.
An f-commerce store that's found its niche in the baby and infant market.
The Spanish football club has a world class application for their club shop.
The New York department store can be found trialling Facebook.
Best Buy's shop and share is often cited as another f-commerce example.
E-gifts from the US restaurant.
Boston's ahead of the curve! This American company have found their niche in trading tea.
For a company established in the 19th Century, Brooks Brothers proves it's now very much a 21st Century retailer.
The luxury retailer reaches out to its audience on Facebook.
This cruise company proves that its not just small transactions that can be made using f-commerce.
Another luxury brand, Chanel recently created a pop-up store for their lipstick range, although building it in Flash led to issues.
The white-label service reported that Facebook shares generated $14 in sales on average, that Facebook Likes were worth $8.
Coke actually has a dedicated fan store on Facebook.
I've listed this site before now - and its still going strong.
You can easily book a flight through Delta Airlines' Facebook page.
The TV programme taps into its fanbase on Facebook.
Diesel's done a few things with Facebook - the most recent being their in-store DieselCam.
Again, another often-cited example, Disney built in movie-ticket sales into their Facebook page.
This company makes buying everyday products quick and easy.
As the name suggests, buying all kinds of bags through Facebook is now a reality.
Not quite a direct transaction, but eBay marketplace allows users to share what they're buying, selling and watching.
Homeware, everywhere from this Facebook store.
In a wider sense, Eventbrite has managed to put a value on their social commerce revenue gained through allowing Facebook login access.
Express clothing has a slick f-commerce store.
Proof that any sport can sell equipment through Facebook.
Another often-used example: GAP used check-in deals to offer promotions to consumers when the service first launched.
Yes, the guitar shop has an online store.
The now-household name has a Facebook app for its deals.
Buy and send cards online.
A large f-commerce offering from this online retailer.
The online shoe shop is still going strong.
Heinz is running a limited edition promotion through Facebook.
Check rooms and availability before booking.
Specialising in Apple accessories, this company reported that Facebook is the second highest referral of their e-commerce site traffic and that of those customers, the average conversion rate twice as high than normal.
JCPenney has a large catalogued store on Facebook.
The UK sports retailer has set up an f-commerce store.
With 27m Facebook fans, it made sense for JB to have a shop 'n share store.
The clothing shop has an interesting little app.
The French clothing store proves that Europe can do f-commerce too.
Kiddicare have a great f-commerce store-front offering.
Although not yet set up with a full f-commerce offering, the retail giant is currently offering e-gifts.
The European fashion retailer recently set up a store on Facebook, but for reasons unknown took it down.
The crazy lady of pop challenges Bieber's online store.
More clothes on offer through Facebook from this fashion retailer.
Lots of coverage has been given to the Levi's Friends Store...
Small electronics on offer.
The US department store followed in Diesel's footsteps with their own Facebook fitting room.
Another airline company that allows booking (and more) through Facebook.
Makeup galore from mark.girl.
The UK Facebook page for Max Factor offers even more makeup purchasing opportunities.
The mens magazine offers a subscription service through Facebook.
As part of a Facebook Deals promotion, Mazda offered 20% off the price of their MX-5 model when users checked-in to a dealership.
The US model offers her own range of jewelry on her Facebook page.
More bags and luggage available to shoppers.
MyLabel offers a wide range of clothing through its f-commerce store.
Technology and computing products on offer from this smaller player.
Book a journey with National Express through their Facebook page.
The clothing shop offers a crisp, clean Facebook store.
Not content with his YouTube campaign, Mustafa is operating on Facebook.
The German fashion company jumps into f-commerce.
Oxfam's UK page makes it easier for users to donate.
The nappy manufacturer is another regularly cited example of f-commerce, although the store is currently down.
Once again, Pantene is an example that's used a lot, despite the original page not existing anymore.
Computers through Facebook.
Nicely cornering the book market, Penguin seems to be the only publisher operating on Facebook this way.
Lots of different offers for Pizza Hut. Although this ultimately loops to their website, users can login using Facebook access.
Buy small gifts for friends and family through Facebook.
The shoe shop giant has a Facebook store for its customers.
Following the lead of a number of large retailers experimenting with f-commerce, Sears gives users the ability to buy gift vouchers.
The small Australian shop is offering American brands.
Acting as a trigger for purchases offline, Stabucks sends users an SMS message to remind them about coffee happy hour.
Lots of household goods on offer.
Superdry has a nice little interactive product feed of their new products.
The Latin fashion store seems to have realised the popularity of Facebook amongst its demographic.
Social shopping from the TSwift Store.
The UK fashion brand has a slick-looking Facebook shop.
The fab four are still selling strong.
The Beatles also prove their popularity in the USA.
Games, clothes and more. The Hut has it all.
Electronics from the nerds.
The established UK chocolatier also sells its wares online.
It's no surprise that the awesome Threadless has a Facebook shop.
Ticketfly found that Facebook refers roughly 9% of their customers and the company has seen huge jumps in profit since their activity began.
The computer and electronics superstore also has an f-commerce offering.
Check availability and reserve or book online with the Trump Hotel Collection.
The US fashion company appears to be finding its f-commerce feet.
The audio and video store also ensure that stock is available through Facebook.
The sports brand ensures that fans can purchase shoes through its f-commerce shop.
The lingerie company offers gift cards through its Facebook brand page.
Book tickets in advance through Virgin's Facebook store.
Volkswagen ran a smart PR campaign, where the more "likes" received, saw the price of a car get lower.
The luxury hotel brand recently ran a group-buy campaign exclusively on Facebook.
Hot on the heels of W Hotels, Walmart has also run group-purchasing campaigns over the past few months through it's CrowdSaver app.
Skateboard f-commerce store.
Warner has experimented a lot with Facebook, but notably is their setup which allows you to purchase and download the Dark Knight directly through the platform.
The teen clothing store reported that 20% of their e-commerce sales come from Facebook-referred traffic.
Zavvi might now be off the high street, but it's still very much online.