F-commerce: Social goes shopping

Pilar Barrio

This article argues that the role of social media in e-commerce may be best focused around the earlier consideration phase of the consumer journey rather than the purchase phase (a view supported by the fact that Facebook's 2012 entry into e-ecommerce - dubbed "F-Commerce" - failed to gain traction.

F-commerce: Social goes shopping

Pilar Barrio

F-commerce has got off to a shaky start, but the real strength of social media, such as Facebook's role in shopping, may lie earlier in the consumer journey, at the consideration phase.

When Facebook announced last year that it was moving into e-commerce there was, as always, a flurry of buzz and chatter that quickly became a weight of expatiation. The move even spawned its own name – f-commerce. (Remember, this was pre-float when confidence in the company was higher than you should have your security settings).

So, just a year later, why is...

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