Social Commerce

Top Facebook Stores by Category: Bands not Brands

Great post over at Practical Ecommerce from Sig Ueland on the current top 51 Facebook stores, by Likes (alas not sales).

What’s interesting is not so much the ranking, or the stores themselves, or even the store owners, but what’s getting sold on the stores, and the categories of the pages selling on Facebook.

First, in terms of what’s on sale in these stores – for the most part it’s not the core products – it’s fan merchandise

In terms of the top Facebook store ‘categories’ – it’s not big consumer or retail stores brands, but music, sport and entertainment (Movies, TV and Games).  The only retail brands on the list are Victoria’s Secret and iTunes

  • 9 of the top 10 Facebook stores are from musicians
  • 62% of top Facebook 51 stores are for bands and musicians
  • 12% TV
  • 8% Sports
  • 6% Movies
  • The only retail brands to appear in the list are Victoria’s Secret and iTunes
  • The product brand to appear in the list is Sony PlayStation (and Mafia Wars – if you count that as Product Brand)

So there are a few caveats here – popular brands, Coca-Cola, Starbucks, Disney do sell on Facebook, and they have more likes than the majority of those in the list, but they do not appear because these brands create separate Facebook pages for their stores (why?). Secondly, the list is probably more a reflection of Facebook page popularity than f-commerce popularity.

Nevertheless – selling fan merchandise in music, sport and entertainment looks like a rock-solid f-commerce business proposition, right now. Combine that with the insights that it’s impulse purchases for word of mouth products that will sell best – and an f-commerce recipe for success begins to appear…

With many of these stores in the list no more than poorly executed storefronts, and with a mass of music, sport and entertainment franchises yet to sell on Facebook – there’s an opportunity here for digital agencies and social commerce outfits.

Music/Band Stores: Lady GagaMichael JacksonRihannaLinkin ParkJustin BieberKaty PerryBob MarleyLil WayneAKONTaylor SwiftDavid GuettaUsherThe BeatlesParamoreGreen DayKeshaBon JoviBritney SpearsRed Hot Chili PeppersMuseNirvanaU2Jay-ZJason MrazSystem of a DownThe DoorsAvenged SevenfoldJohnny CashRadioheadOwl CitySlashDisturbed

Entertainment (Movie/TV/Gaming) Stores:Harry PotterGrey’s AnatomyJersey ShoreDexterDesperate HousewivesLostSupernaturalJackassSawMafia Wars

Sports StoresArsenalLiverpool FCNBAJohn Cena – WWE Universe

OthersGeorge Lopez (Comedian), iTunes (Product/Service), PlayStation (Product/Service), Victoria’s Secret (Clothing)., Jeff Dunham (Public Figure).

 

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.

6 Comments Add New Comment

  1. Interesting stats – what really stands out to me is how much the big brands dominate! For some reason, smaller companies just don’t seem to be picking upon the Facebook Store opportunity all that much yet, at least they certainly don’t in the UK.

  2. Paul, your analysis is usually spot on. But not this time. Page Likes is a terrible indicator of traffic (and sales) to the Store promoted on the Page. Here’s a great example:
    Miami Heat: 2.5M Page Likes / Store app has 240,000 MAUs
    Boston Celtics: 4.4M Page Likes / Store app has 4,000 MAUs

    While Page Likes (fans) is obviously a critical component of the store traffic equation, marketing (eg, wall posts) and merchandising (eg, flash sales) tactics are equally as critical to driving f-store traffic. To easily compare each retailer’s success in driving fans into its f-store, we look a the “fan acquisition rate” = store app MAUs / page fans. Miami Heat has an impressive 9.6% rate (I believe they ran some page-fan-only merchandise deals), while the Celtics are at 0.1% (and no, it’s not because the Heat won the series!).

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