Social Commerce

f-commerce statistics roundup: Facebook commerce by the numbers

It’s a matter of time—within the next five or so years—before more business will be done on Facebook than Amazon Sumeet Jain, Principal, CMEA Capital

In three to five years, 10 percent to 15 percent of total consumer spending in developed countries may go through sites such as Facebook Mike Fauscette, Analyst, IDC Consulting

Anyone who still believes in 2010 that Facebook isn’t going directly drive a massive commerce opportunity for merchants and retailers alike on that platform will find themselves this time next year in 2011 wishing for their own Christmas miracleKaren Webster, President,

You get the picture; f-commerce – Facebook-enhanced retail – is the new shiny new object for industry players and investors.

(Quick recap – there are three basic types of f-commerce; 1) on Facebook (f-stores, Credits), 2) on the Web (using Facebook open-graph/social plugins/FB storefronts with web-stores), and 3) in-store (using Facebook open-graph/social plugins/Deals for ‘bricks and mortar’ retail)).

But beyond the shine, spin and hyperbole – is there any early data to back up the excitement? We’ve compiled a list of statistics related to f-commerce (this page will be an evolving resource, we’ll add more data as we receive it (there’s some interesting new data from Adgregate/WebTrends and Eventbrite we’re digesting and will add – please send any facts, figures findings for inclusion).

Of course, the ‘lies, damn lies and statistics’ caveat applies here – data is tentative and premature, and often originating from sources with vested interests.  So treat with caution.  But here’s the case for  f-commerce – by the numbers…

1. First, f-commerce is already a viable retail platform

  • Top 3: The top 3 brands on Facebook (by fans) all sell directly on Facebook – Coca-Cola (24m), Starbucks (20m) and Disney (19m)
  • 2-4%: f-store conversion rates – on a par with web-stores (avg. 3.4%, according to Forrester/
  • $650,000,000: The drop in Netflix share value when Warner opened up a Facebook movie rental (streaming) service in 2011
  • 1000: Number of diapers P&G sold on its f-store in under an hour
  • 50,000: Number of retailers who have opened an f-store with Payvment
  • 6 hours: Time it took for the Rachel Roy Facebook jewelry store to sell out
  • 3rd highest: daily sales made by Rachel Roy, the day it opened it’s pop-up f-store
  • 1m+: Starbucks customers using their e-commerce-enabled Facebook CRM loyalty program
  • 1300: Number of products added every week to the ASOS f-store
  • 20%: Proportion of black Friday sales transactions on Facebook for e-tailer Kembrel
  • 7-10%: Increased Average Order Value for Facebook transactions (vs. web-store) for Kembrel
  • 5000+: customers using Walmart’s group-buy Facebook app on the day of its launch
  • $34: Amount paid for the first transaction ever to take place in Facebook at 11.50 am EST on July 8, 2009 for bouquet of flowers ‘A Slice of Life’ on the f-store of U.S. florist 1-800 flowers

2. Second, Facebook drives E-Commerce traffic

  • 6.5%: click-through rates on Facebook walls are 6.5%
  • 67% of retailers plan to use Facebook to drive traffic to their e-commerce sites
  • 25%; proportion of users who post links to other companies, products or services
  • 20%: proportion of e-commerce sales from Facebook (for Wetseal)

3. Third, Facebook customers are good customers

  • 1.5x: Facebook users spend 1.5x more online that other Internet users

4. Fourth, Facebook is where your customers are

  • 1 in 11: humans that are on Facebook (642 613 700) [Q2 2011]
  • 40%: The drop in Coca-Cola’s website traffic in the past year, but Coke’s Facebook page is up and is now the world’s most popular Facebook brand page (22m)
  • 7.9: In 2010, Facebook grew by 7.9 users/second
  • 1/3: Proportion of time spend online on Facebook by Facebook users
  • 50%: proportion of users who log on to Facebook in any given day
  • 700 billion: Minutes spent on Facebook every month
  • 80: Average community pages, groups and events to which a Facebook user is connected
  • Bigger than Google: In August 2010, U.S. Internet users spent 41.1 billion minutes on Facebook, surpassing Google Inc.’s 39.8 billion minutes for the first time
  • Nine in Ten: Proportion of US social network users who use Facebook
  • 57.1%: Proportion of Internet US users using Facebook

5. Fifth, Facebook drives word of mouth sales

  • 75%:  Percentage of Facebook users who have “liked” a brand
  • $2.52: what a Facebook share generates for ticketing site Eventbrite
  • 11: Visits generated by  a Facebook share for ticketing site Eventbrite
  • 30bn+: pieces of content shared online every month by Facebook users (web links, news stories, blog posts, notes, photo albums, etc.)
  • 90: Average pieces of content created by a Facebook user each month
  • 130: Average number of Facebook friends of a user (who receive their word of mouth recommendations)
  • $3.60: the media value generated by the average Facebook fan is $3.60/year

6. Sixth, Facebook drives loyalty sales

  • 117%: the additional amount a fan will spend on a brand compared to a non fan
  • 17%: proportion of Facebook users who say simply having the ability to ‘Like’ a brand makes them more likely to buy
  • 51%: the increase in likelihood a customer will purchase, after clicking the ‘like’ button
  • 41%: the increase in likelihood a customer that a customer will recommend, if they have liked the brand
  • 28%: the increase in likelihood that customers who ‘like’ a brand will repurchase
  • 40%: Proportion who ‘Like’ businesses in order to receive special discounts and promotions
  • 30% to 200%: increase in site registrations for sites using Facebook sign on
  • 15% to 100%: Increase in the number of reviews and other user-generated content generated when using Facebook social sign-on

7. Seventh, industry adoption of  f-commerce is accelerating

  • 76%: percentage of retailers who plan to use Facebook for ‘social commerce’ initiatives
  • 50%+: proportion of the global top 100 websites have integrated with Facebook using it’s social plugins
  • 50,000+: Number of websites that integrated Facebook social plugins (incl. ‘Like’) in the week they launched
  • 2.5 million+: websites have now integrated with Facebook
  • 10,000: number of new websites integrate with Facebook every day (with social plugins) (since April 2010)
  • 2m+: Number of sites that have integrated Facebook social plugins
  • 7 out of 10: proportion of digital marketers who have implemented or planning to implement Facebook Like feature

8. Eighth, f-commerce is future-proof retail (mobile and app platform, Facebook as the OS of the future)

  • 200+ million: Facebook users accessing the utility through their mobile devices
  • 2x: People using Facebook on mobile devices are twice as active on Facebook than non-mobile users
  • 94%: Proportion of phone users who will communicate on their handsets via social networks
  • 50%:  Proportion of mobile internet traffic accounted for by Facebook and other social networking tools
  • 70%: proportion of Facebook users who engage with Facebook applications
  • 550,000: the number of active applications currently on Facebook Platform
  • 44%: proportion of retailers who plan to use Facebook application in place of microsites for product launches and promotions

Tune in tomorrow for a list of notable f-commerce examples…

93 Comments Add New Comment

  1. To make it really massive, FB needs the functionality which will allow retailers to replicate their inventory data into FB. Right now all this is done using data feeds, sending and updating .csv files, etc. Too slow and not scalable.

    If FB will provide this kind of mechanism, then we can talk about the situation when FB users will be able to shop at ANY RETAILER IN THE WORLD without even leaving FB (with all the associated social aspects of shopping of course).

  2. […] When I talk to retailers and brands about adopting opening up an f-store within Facebook, there is always curiosity and interest about this new emerging social shopping marketplace.  But, after the interest, the inevitable questions seem to come around to whether or not it is worth the time and money to set up a new f-store.  They want to know if others are making money and if it makes sense to adopt an aggressive f-commerce strategy today.  Success stories and compiled statistics around the emerging f-commerce industry have been hard to come by until Social Commerce Today released their “f-commerce statistics roundup: Facebook commerce by the numbers.” […]

  3. […] 社会化电子商务市场规模到2015年将达到300亿美元,是仅指通过社会化媒体(如facebook)的销售收入。整个市场规模应该更为巨大。($34 billion) […]

  4. Deia says:

    I realized FB is truely popular when my older sister commented it is on it! FB definitely is a wonderful marketing tool because it is aggregating all types of consumers, of all ages and backgrounds. Here in Brazil, where it had a late launch, FB is exploding!

    Great news for us, whose business can do better with FB growing!

  5. Its no doubt that facebook pages would prove to be a better platform to connect with users/customers. This in turn will provide further scope for f-commerce to expand. The viral nature of Facebook is a strong factor that drives the adoption rate of f-commerce.

  6. michael says:

    Hi there, has everyone forgotten about the businesses here. Sure use face book as a conduit to sell through but the point of a businesses and its valuation is to build, own and control its own customer database, personalising their customers behind products and services. Lets keep it in perspective, 2.2 million small business in australia alone, I guess one could say ‘ use the internet to appear global only to capture those customers who are local.

    Good stats thou. But this sort of doctrine implies that we must all be subject to an
    on line experience. People always keep there eye out for real world business interactions (a call to action) allowing businesses to let consumers choose
    what they want to take part in, in the real world with out private and personalised information or datamining, being sold off to those corporates you speak about so easly, in your report.

    All good thou, keep it up and you will become the talk of the town amongst marketers whom contract to the franchises of the corporate globalized world……

  7. […] The concept of social commerce can be taken literally, as in making a purchase directly through a social media property. This can be done, such as renting “The Big Lebowski” and watching it on Facebook. That’s happening now, but as a revenue stream, it’s insignificant. Far more important is the degree to which content shared through social media is influencing purchasing decisions, which is happening on a massive scale, as illustrated by a stat roundup on Social Commerce Today. […]

  8. […] F commerce (Facebook commerce) are sens…deja exista peste 50 000 de magazine pe Facebook numai pe platforma Payvment. Exista pluginurile de la Facebook si diverse aplicatii custom bazate pe open graph care, integrate in magazinele online clasice, fac recomanri si sugestii de produse pe baza conexiunilor de pe Facebook, lucru care poate duce la cresterea vanzarilor. De asemenea, F-commerce-ul in store prin Check-in Deals si-a dovedit deja eficienta in multe situatii. Mai multe despre f-commerce in 2011 (via socialcommercetoday): […]

  9. […] Social retail will also take off as deals and offers can be targeted towards specific customers (Thanks Facebook!) resulting in a much more customized offering. People are more likely to buy stuff that their friends have recommended or bought. While we are on the subject of online retail, a very important element is not to underestimate the power of visuals. I am, of course, talking about the most visually appealing bookmarking site that goes by the name of Pinterest. Pinterest is a far cry from the traditional websites and a Mashable study has concluded that Pinterest drives more traffic than Google+, YouTube and LinkedIn combined. This site has proved to be a very good launching pad for all the wannabe online retailers. Pinterest proves that good design really sells. […]

  10. […] Stella & Dot makes us want to sell jewelry for a living by using its landing page to showcase the most recent collections, then teases the possibility of being an S&D stylist. However, following these links takes the user directly to the S&D website, away from F-commerce (aka Facebook-enhanced retail). […]

  11. wpbandung says:

    This is a really brilliance analyze. After reading this post, i can see how important e-commerce in modern internet. maybe we all wait for web 3.0 and this is the answer. social media married e-commerce and change fundamental way we do shopping

  12. […] Como o comércio via rede social ainda é incipiente no Brasil, não há muitos dados sobre os hábitos de consumo do brasileiro no Facebook. Mas pesquisas realizadas nos EUA e na Europa mostram que o F-commerce está em franca expansão. Segundo levantamento feito pelo eCustomerServiceIndex (eCSI) no fim do ano passado, 12% dos usuários de Facebook do Reino Unido já fizeram compras em lojas na rede social – uma porcentagem ainda tímida, mas já 8,8% maior do que aquela apurada quatro meses antes. O site Social Commerce Today fez uma compilação de dados sobre o comércio via Facebook, incluindo alguns recordes de venda e o comportamento dos usuários da rede social: […]

  13. […] Como o comércio via rede social ainda é incipiente no Brasil, não há muitos dados sobre os hábitos de consumo do brasileiro no Facebook. Mas pesquisas realizadas nos EUA e na Europa mostram que o F-commerce está em franca expansão. Segundo levantamento feito pelo eCustomerServiceIndex (eCSI) no fim do ano passado, 12% dos usuários de Facebook do Reino Unido já fizeram compras em lojas na rede social – uma porcentagem ainda tímida, mas já 8,8% maior do que aquela apurada quatro meses antes. O site Social Commerce Today fez uma compilação de dados sobre o comércio via Facebook, incluindo alguns recordes de venda e o comportamento dos usuários da rede social: […]

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