F-Commerce: A First Infographic [Image]

Digital agency CreativeFeed has produced a first infographic for the emerging field of f-commerce  (Facebook commerce).  With brands as diverse as Heinz ketchup, Barneys New York and Coke all launching f-stores – there will surely be more f-commerce infographics to emerge.


Written by
Paul Marsden

Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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  • Hi,

    I love an infographic as much as the next, but I’m not sure this is accurate. I’m assuming the figure of ‘1 in 4 people’ is actually meant to read ‘1 in 4 facebook users’ have bought via a facebook brand page.

    This equates to 150 million people. Given the recency of f-commerce and the very limited number of brands who offer f-commerce, can the 1 in 4 really be accurate? How many people you know have bought this way?

  • Is this a valid intelligence? Is this not an exaggerated opinion, ill-skewed based on interest?

    • Hello Giannis – thanks for the comment – we agree; it does seem high, and CreativeFeed’s infographic would have been better with referenced sources. I believe they used econsultancy’s recent (UK) survey…

  • Great article! Great infographic. – And yet another consumer touch point. :-)

    Just heard an intelligent resource recently at a conference stating it very clear that the consumer of today do not take notice of an “e” “m” “f” in front of the commerce that they are being exposed of everywhere.
    It is just plain and simple Commerce. – No reason to invent new terms like f-commerce, m-commerce, e-commerce its all about commerce.
    And where to expose the commerce for the (super connected) consumer.

    • Hello Nils, smart comment – and I agree, the best commerce is where the channel is invisible, people just buy. But from a vendor perspective, each channel has to be managed, ideally in an integrated fashion. Love the notion of the super-connected consumer.

    • Hello TradiArt,
      I am currently working on a paper trying to proove that F-commerce is a good driver for business. To get the point, I am collecting all the data I can found on it. So I am pretty interested by what you say.
      May it possible to know a bit more about “your good results” ?
      Thanks a lot,

  • Thanks for posting our f-commerce infographic on Social Commerce Today. 

    Paul, as you mentioned before, we found our sources from e-consultancy’s recent survey. This can be found here: http://bit.ly/gudKd4.

    Giannis, we’re defining “via” as a transaction made because of a direct or indirect connection with a brand’s Facebook page. (i.e. f-commerce store, coupon, response to a post).

    We welcome you to check out our blog – where you can see the cited sources under the subcategories. Next time we will definitely be more careful with our infographic. 

    Thanks for the feedback, everyone! 


  • If the numbers reflect consumers going to an external ecommerce store through fan page, it might be true. If your numbers are the transactions happening within the facebook walls, it sure seems high. The traffic from fan book is just another CPM ad page for most companies and are missing the social aspect of face book commerce. If you treat your fan page like billboard, what is so new? The true social commerce is getting ready to pop. We are getting ready for beta this month with couple of concepts that takes fans and convert them to chamPIOns.

  • Totally agree with Aji above. The examples given just link users to their e-commerce page. It would be different if they had implemented shopping cart and fulfillment functionality completely within Facebook. Very skeptical about the 1 in 4 stat as well. Do we really need to inflate stuff in order to prove Social Media’s value?

Written by Paul Marsden