Social Gold Mine

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Beyond branding

Based on the popularity of "Liking" a brand on Facebook and the scarcity of shopping applications, it's clear retailers have been using Facebook more as a branding tool than as a storefront. That's a missed opportunity, as Facebook shopping apps can now provide a shopping experience as engrossing as on any traditional e-commerce site.

The potential for sales on Facebook is undeniable, yet only a small percentage of trendsetting retailers have begun to capitalize on Facebook stores. Most retailers that get into social selling now will be at least one step ahead of their rivals.

Diane Buzzeo is CEO of Ability Commerce, a provider of e-commerce software including an integrated Facebook shopping app. She can be reached at DianeBuzzeo@abilitycommerce.com.