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.

Thad Rueter

Senior Editor

Lead Photo

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

Comments | 1 Response

  • Over 20 years managerial experience in the customer service And Retail field.An Advertising Manager develops, implements, and manages the company's advertising strategy, both from a business, sales and technical perspective. It is their job to Initiate and manage discussion and sales with sponsor and agencies. They spend time negotiating agreements with outside sales representatives. managing the development of sales materials, including media kits. They are generally responsible for managing a group of advertising sales representatives.

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement