Facebook was created as a social media experience, a place where families and friends could communicate with each other by sharing messages, photos, and stay in contact with those that are far away on one media platform. Since its creation, Facebook has become a social commerce. Social commerce means that a social media platform has merged with an ecommerce platform and can work cohesively as one (find out more about 5 Reasons To Start Selling On Facebook).
Small companies, large businesses, and little mom and pop stores are now able to advertise in the middle of it all. It’s like one big shopping mall where everyone goes, and all you need to do is advertise to the right consumer. Facebook makes that easy since most Facebook users will “like” certain businesses Facebook page, or share links or contests associated with a particular business or brand. Advertising has gone from “word of mouth” to “word of media”. Facebook users also use their profile to tell companies what they like, where they shop, and their age group. This makes it easy for them to target a specific consumer.
One of the biggest problems with using Facebook as an ecommerce platform is that most Facebook users like to stay within the realms of Facebook. The first mention of “this page will be displayed in another webpage”, and poof, that business just lost a customer. Users want to see what they are buying right on the Facebook page, purchase it from the same page and quickly return to their Facebook so they can message all their friends what they just purchased; that is called free advertisement. Currently however, users must go to the advertiser’s site to view their products and make purchases.
The process of ecommerce on Facebook needs to be fast and with limited page changes. To sell products on Facebook can seem easy, but keeping a consumer interested is the tricky part. Engaging Facebook online to shop for products and services can be somewhat of a task, which means that companies that plan to use Facebook as an advertising source should keep in mind that the normal Facebook user is there to communicate through the platform. Shopping is less intriguing if it isn’t involving a source of communication amongst themselves and their friends.