June 30, 2011, 10:10 AM

Social marketing may be hot, but many retailers haven't embraced Facebook shopping

A study of Top 500 retailers shows that 21% haven’t created Facebook pages.

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Social marketing stands as one of the hottest trends in e-commerce, yet 90% of top online retailers in the Internet Retailer Top 500 Guide have yet to create their own Facebook shopping applications, according to a new report from e-commerce software provider Ability Commerce. That’s despite 79% of the Top 500 retailers having a Facebook page.

However, only 12% of the Top 500 retailers with a Facebook page have a Facebook application or widget that enables consumers to shop on the social network. Large retailers are more likely to employ Facebook shopping applications than smaller retailers, the report says.

The report also found that retailers that sell luxury and mass merchandise goods are particularly leery of  using Facebook for selling; Ability said only one luxury retailer and one mass merchant retailer in the Top 500 had Facebook shopping applications. “Consumers tend to prefer buying those sorts of goods in-person anyway,” the report says.

The report goes on to rank the top retail sectors for Facebook popularity, based on the average number of Likes per site within that sector. Here are the top retail sectors, followed by the average Likes:

• Media, 1.97 million

• Toys, hobbies, 1.96 million

• Mass merchant, 1.09 million

• Health and beauty, 751,700

• Apparel, 592,200

The report also notes the Top 500 retailers with the most Likes:

• Disney Shopping Inc., No. 74 in the Top 500 Guide, 23.1 million Likes

• Victoria’s Secret Direct & Bath and Body Works, No. 18, 13 million Likes

• NBA Media Ventures LLC, No. 385, 8.6 million Likes

• National Geographic Society, No. 307, 5.9 million Likes

• Walmart.com, No. 6, 5.9 million Likes

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