In retrospect, Facebook has made a lot of acquisitions in the last two years which are concurrent with its plans to move to the mobile. Facebook was initially built for the desktop and ever since the mobile commerce was declared a potent market, Facebook is perfecting its appearance on the mobile and giving it an edge by introducing new features most friendly to the mobile.
Essentially what Facebook is trying to do is expand its market by becoming more mobile friendly. It’s not only Facebook, brands too have realised the potential of the mobile and are building applications and advertising on applications on the mobile to increase their conversions. Facebook makes money by providing brands a platform to reach out to its potential customers and consequently Facebook is fine tuning its presence on the Mobile.
Now let us see what Facebook commerce is, it is the selling of products through Facebook using paid or unpaid methods. For example, Zappos.com uses Facebook advertising and Facebook wall (Timeline) to speak to its targeted audience about its latest offers, key selling points and loyalty programs. This is just one e-commerce company but there are several thousand ecommerce companies across the globe that are using Facebook as a channel to sell its products. Several of these have introduced the want button, which, when brought together with Facebook’s cavernous understanding behavioural targeting makes it the ultimate tool for any ecommerce company to integrate Facebook commerce in their marketing plans.
This is not where it ends, Facebook also gives an opportunity to brands to build applications to showcase their products, prices and also hold contests etc whose ultimate aim is branding and sales. These applications are becoming very popular as they can be highly customised and private. They are also exceedingly targeted and engaging. All in all, it is safe to say, Facebook commerce is like an aggressive bull which will leave no stone unturned in giving its matador what it seeks and also the audience what they paid for, value for money.