It seems like brands such as Gap, J.C. Penney, Nordstrom and GameStop have all opened and closed shops on Facebook within the past year. Why is this phenomenon happening? One explanation is that most retailers have entered the “f-commerce” market by importing app-versions of their online web store, and the experience is so similar that there is no reason to shop on Facebook. Others simply don’t offer enough items on the social platform. Right now, Facebook isn’t built for shopping, but that could change in the future.
On the bright side, brands’ facebook pages have indeed driven a significant amount of traffic to their websites. For instance, 1.9% of traffic to Burberry’s website in September 2010 came from Facebook; a year later, 29.1% of site traffic was from the social network, Mullen wrote in an email to Mashable. Also notable is that half of shoppers are logged onto facebook while shopping online at third party websites!