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Will Facebook Ever Drive eCommerce?

Demystifying The Hype For Retail eBusiness Executives

April 7, 2011

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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.

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  • 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
  • RECOMMENDATIONS

  • Google (Not Facebook) Will Be The Next Google
  • Supplemental Material
  • Related Research Documents

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