February 21st, 2012
GETTING AN ‘F’ IN COMMERCE
Image via BirgerKing
The verdict is finally in on Facebook Commerce-virtual storefronts built right into the Facebook experience: they are not doing so hot. Despite early buzz, F-commerce shops like the ones from Gamestop and Gap had to shutter their storefronts months after they opened.
The reasons are various but it comes down to one key insight: people don’t go to Facebook to shop. Facebook is about catching up with friends or just plain goofing around-people just aren’t in the ‘shopping mode’ when on Facebook. Having a Facebook store is like having a clothing rack in the middle of a party-bizarre and ultimately futile.
Do you visit Facebook to shop? Have you visited any stores on Facebook? Tell us below or @WIREDInsider.
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