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...