October 13, 2011, 10:26 AM

TNA Impact Wrestling enters the social commerce ring

The offering aims to leverage the wrestling series’ more than 660,000 fans.

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Total Nonstop Action Impact Wrestling is throwing its weight around on Facebook with the debut of a storefront on the online social network.

TNA Impact Wrestling, a division of TNA Entertainment Inc., worked with social commerce technology provider Moontoast LLC to add a ShopTNA.com link on its Facebook page.  The wrestling series’ social commerce presence makes sense, says Adam McKeown, TNA Impact Wrestling director of merchandise, because Americans spend 22.5% of their web time on Facebook.

 “Most of our fans have their favorite wrestlers and follow them on Facebook,” he says. “Being able to promote specific products directly to fans through their Facebook News Feed is a great feature of the Moontoast stores. The wrestling series has more than 660,000 fans on Facebook.

Companies are following their loyal customers to Facebook, says Blair Heavey, Moontoast CEO. “They want to engage that active fan base wherever they are,” Heavey says. Consumers will be more likely to make impulse purchases if their browsing behavior is not disrupted, he says.

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