Now that fCommerce (Facebook commerce) is beginning to be recognised in the UK, with popular retailers such as ASOS and French Connection being two of the first to sign up, we will undoubtedly see an increase over the next year of more companies signing up to this service as another etouch point.
fCommerce and social commerce seems a natural step from Fan / Like pages, increasing brand awareness, visibility, and accessibility. Due to current limitations, such as integration with payment gateways, tracking and static pages, fCommerce will not replace eCommerce sites yet, but can certainly be used as another channel to market in order to draw in more customers.
There are many changes taking place at Facebook with regards to the way pages are built, Jake Hird from eConsultancy has commented about this on his blog entry and states that due to Facebook’s forthcoming “move to iFrames means three key things for commercial Facebook pages:
- Better design,
- Better tracking,
- Better selling functionality.
Eventually we will see PayPal and other payment methods integrating into Facebook stores/apps. But for now, Facebook will have to improve its security, privacy and tracking systems before consumers see fCommerce reach its full potential.