Will Facebook Ever Drive eCommerce?
Demystifying The Hype For Retail eBusiness Executives
April 7, 2011
Why Read This Report
In spite of the fact that hundreds of millions of people around the world have Facebook accounts, the ability of the social network to drive revenue for eCommerce businesses continues to remain elusive. eBusiness professionals in retail collectively report little direct or indirect benefit from Facebook, and social networks overall trail far behind other customer acquisition and retention tactics like paid search and email in generating a return on investment. For some companies and brands, Facebook promises to support branding and awareness (i.e., "top of the (marketing) funnel") efforts, but for most eBusiness companies in retail, Facebook is unlikely to correlate directly to near-term sales. A few pockets of success, however, have surfaced, and a cottage industry of vendors who can support these programs will inevitably burgeon.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Tools And Templates
Best Practice Assessments
- Opportunity For Retail Businesses To Engage Facebook In Different Ways
Table of Contents
- Could Facebook Be Retail's "Next Google"? Unlikely
- The Many Challenges Of Facebook Transforming eCommerce
WHAT IT MEANS
- The Best Of Facebook Commerce Is Already Here
- Google (Not Facebook) Will Be The Next Google
- Supplemental Material
- Related Research Documents
Scale Success with Programmatic Multichannel Media Buying
December 6, 2012 | Joanna O'Connell
Reinforce Privacy Through Full Disclosure
October 29, 2009 | John Lovett
10 FAQs About eCommerce Shipping
July 22, 2016 | Sucharita Mulpuru