Facebook's efforts to become an online marketplace are turning out to be less effective than the site's ability to generate traffic and conversations, according to Retail Customer Experience. Gap, GameStop and Nordstrom have all closed Facebook storefronts within the past year because of disappointing return on investment.
"There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop," Sucharita Mulpuru, an analyst at Forrester Research told Bloomberg News. "But it was like trying to sell stuff to people while they're hanging out with their friends at the bar."
Consumers prefer shopping with an ecommerce site on a laptop or desktop computer. Facebook's platform works best as a way to communicate directly with customers, build relationships and drive traffic to web-based retail stores that are optimized for sales, advised Retail Customer Experience.
Businesses can improve customer satisfaction and loyalty by developing high-quality ecommerce sites optimized for laptops, desktops and tablets where customers can easily browse products and securely make payments, the source reports. Social networking efforts might work best as a complementary service that enhances interaction with customers.