November 5, 2013, 11:19 AM

Social commerce company Fligoo drives shoppers to e-retail sites

The platform uses Facebook data to suggest gifts for friends.

Lead Photo

Argentina-based social commerce startup Fligoo provides a new kind of affiliate marketing program for retailers. The company analyzes Facebook data to suggest gifts for a shopper to buy her friends and, when she clicks to buy, it directs her to the seller’s web site.

A shopper logs into the Fligoo web site with her Facebook credentials. When she does, Fligoo displays an array of photos and names of her friends on the social network that have upcoming birthdays, and the number of days until the date. The shopper can click on a friend for Fligoo to suggest gifts from the catalogs of retailers with which Fligoo has affiliate marketing agreements. She can also type into a search bar a friend’s name or type of product to retrieve gift suggestions, including items to buy for herself.

Then, based on the information about the shopper or her friend on the social network, a set of product images and titles appears, which the shopper can filter by price range or category. She can click to add an item to a wish list, share it or comment on it—with both shares and comments also posting on Facebook. Clicking on a product opens a pop-up window with its description, price and a running tally of Likes, shares and comments about it. When a shopper clicks the “Go for it!” button beneath the price, she is redirected to the retail web site to buy. In Argentina, where the platform first launched, about 10% of Fligoo shoppers buy products after clicking through to the retail site, a spokeswoman for the company says.

Fligoo collects affiliate fees for sending retailers traffic. So far, 13 retailers are signed up to showcase their products on the social commerce site: Inc., No. 1 in the 2013 Top 500; Inc., No. 27; Urban Outfitters Inc., No. 48; Cabela’s Inc., No 45; The Sports Authority Inc., No. 245; ThinkGeek Inc., No. 180; Inc., No. 220; Inc., No. 85; Red Envelope, a unit of No. 5 Liberty Interactive Corp.; UncommonGoods LLC, No. 595 in the Second 500; Bull Outdoor Products; Man Crates Store; and 80’s Purple.

Fligoo also plans to collect revenue from retailers for access to a forthcoming reporting tool that will show them details about their products and shoppers, such as which items have the most Facebook Likes or are most-added to wish lists, the spokeswoman says. 

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