Facebook has over 400 million active users. In the U.S. Facebook surpassed Google as the top site about a week and a half ago in terms of visits for a week. Consider that consumers are getting more comfortable with online shopping from their mobile device, and that social media (at least in significant part), is driving mobile usage. Shopping from Facebook may just be a matter of convenience. Users will often be signed in already. On top of all that, a recent study found that brands on Facebook and Twitter are actually favored by consumers.
Imagine if you were able to get a customer as a fan, and penetrate their Facebook newsfeed, where they're already spending more and more of their time. Then imagine that if if they click through to your page based on an update from you they found interesting, they were able to purchase goods from you right there. That would be pretty powerful. Well, you don't really have to imagine it anymore. Facebook's value as a powerful e-commerce driving tool is pretty much here now. It's no longer only about engaging with customers and fans, customer service, and branding for businesses. It's become much more than that. Businesses can use Facebook to get people to directly drive online purchases.
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