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EasyJet will be one of the first brands to allow fans to buy directly from Facebook as it looks to add ecommerce to its Facebook Page.
EASYJET: Adding ecommerce functionality
The low-cost airline has launched an online holiday planner which lets users make plans with their friends on Facebook. It said it’s planning to add a direct booking function on Facebook, rather than direct people to the easyJet website.
Katie Stitson, UK marketing manager for easyJet, said, “The group holiday planner lets you co-ordinate dates and availability and invite your friends via Facebook and email. We’re looking to develop this further by adding booking functionality.”
Facebook users spend over three times the amount of time on the social network as they do on Google and companies are realising the opportunity to reach their audience through social media sites.
Brands such as Coca-Cola and Unilever are already hosting campaign sites within Facebook rather than on separate sites (nma 14 January 2010) and the introduction of direct ecommerce functionality provides more opportunities to monetise an engaged audience.
Patti Freeman Evans, VP and research director for ebusiness and channel strategy at research company Forrester, said, “Brands are trying to develop ways to sell from Facebook because people spend so much time there.”
A Facebook spokeswoman said no brands currently have direct ecommerce functionality from their Facebook pages but use the page as a gateway to their own websites.
“We’re always experimenting with features and testing products, many of which derive from Hackathons, Facebook’s events during which engineers can work on innovative and experimental projects,” she said.