Jörg WittkewitzWas ist f-commerce?

Eine Definition des Begriffs f-commerce erübrigt sich, wenn man für das F einfach facebook einsetzt. Es geht also um eCommerce via facebook. Scheint abwegig. Aber nur auf den ersten Blick.

Denn Händler könnten die Nähe zu den potenziellen oder realen Kunden eigentlich direkt nutzen, um neue Produkte anzupreisen, Rabatte einzuräumen oder einfach per großem Katalog direkt Kasse zu machen. Mobile Payment wird dann sicher keine besondere Bremse werden. Facebook könnte auf diese Weise eine Art virtuelle Mall werden in Konkurrenz zu amazon. Fanpages mit der Möglichkeit des Weiterempfehlens zu den eigenen Freunden, Kollegen und Bekannten auch und gerade anhand der Gruppenfunktionen würden sicher einen Vorteil für die Händler bieten. In den USA läuft auf diese Weise schon einiges, dass über das mobile Facebook Deals hinausgeht:

Hier ein paar nüchterne Fakten zum Thema, die sich aufgrund ihrer Quelle auf die USA beziehen:

1. First, f-commerce is already a viable retail platform

Top 3: The top 3 brands on Facebook (by fans) all sell directly on Facebook – Coca-Cola (24m), Starbucks (20m) and Disney (19m)
2-4%: f-store conversion rates – on a par with web-stores (avg. 3.4%, according to Forrester/Shop.org)
$650,000,000: The drop in Netflix share value when Warner opened up a Facebook movie rental (streaming) service in 2011
1000: Number of diapers P&G sold on its f-store in under an hour
50,000: Number of retailers who have opened an f-store with Payvment
6 hours: Time it took for the Rachel Roy Facebook jewelry store to sell out
3rd highest: daily sales made by Rachel Roy, the day it opened it’s pop-up f-store
1m+: Starbucks customers using their e-commerce-enabled Facebook CRM loyalty program
1300: Number of products added every week to the ASOS f-store
20%: Proportion of black Friday sales transactions on Facebook for e-tailer Kembrel
7-10%: Increased Average Order Value for Facebook transactions (vs. web-store) for Kembrel
5000+: customers using Walmart’s group-buy Facebook app on the day of its launch
$34: Amount paid for the first transaction ever to take place in Facebook at 11.50 am EST on July 8, 2009 for bouquet of flowers ‘A Slice of Life’ on the f-store of U.S. florist 1-800 flowers

2. Second, Facebook drives E-Commerce traffic

6.5%: click-through rates on Facebook walls are 6.5%
67% of retailers plan to use Facebook to drive traffic to their e-commerce sites
25%; proportion of users who post links to other companies, products or services
20%: proportion of e-commerce sales from Facebook (for Wetseal)

3. Third, Facebook customers are good customers

1.5x: Facebook users spend 1.5x more online that other Internet users

4. Fourth, Facebook is where your customers are

1 in 11: humans that are on Facebook (642 613 700) [Q2 2011]
40%: The drop in Coca-Cola’s website traffic in the past year, but Coke’s Facebook page is up and is now the world’s most popular Facebook brand page (22m)
7.9: In 2010, Facebook grew by 7.9 users/second
1/3: Proportion of time spend online on Facebook by Facebook users
50%: proportion of users who log on to Facebook in any given day
700 billion: Minutes spent on Facebook every month
80: Average community pages, groups and events to which a Facebook user is connected
Bigger than Google: In August 2010, U.S. Internet users spent 41.1 billion minutes on Facebook, surpassing Google Inc.’s 39.8 billion minutes for the first time
Nine in Ten: Proportion of US social network users who use Facebook
57.1%: Proportion of Internet US users using Facebook

5. Fifth, Facebook drives word of mouth sales

75%: Percentage of Facebook users who have “liked” a brand
$2.52: what a Facebook share generates for ticketing site Eventbrite
11: Visits generated by a Facebook share for ticketing site Eventbrite
30bn+: pieces of content shared online every month by Facebook users (web links, news stories, blog posts, notes, photo albums, etc.)
90: Average pieces of content created by a Facebook user each month
130: Average number of Facebook friends of a user (who receive their word of mouth recommendations)
$3.60: the media value generated by the average Facebook fan is $3.60/year

6. Sixth, Facebook drives loyalty sales

117%: the additional amount a fan will spend on a brand compared to a non fan
17%: proportion of Facebook users who say simply having the ability to ‘Like’ a brand makes them more likely to buy
51%: the increase in likelihood a customer will purchase, after clicking the ‘like’ button
41%: the increase in likelihood a customer that a customer will recommend, if they have liked the brand
28%: the increase in likelihood that customers who ‘like’ a brand will repurchase
40%: Proportion who ‘Like’ businesses in order to receive special discounts and promotions
30% to 200%: increase in site registrations for sites using Facebook sign on
15% to 100%: Increase in the number of reviews and other user-generated content generated when using Facebook social sign-on

7. Seventh, industry adoption of f-commerce is accelerating

76%: percentage of retailers who plan to use Facebook for ‘social commerce’ initiatives
50%+: proportion of the global top 100 websites have integrated with Facebook using it’s social plugins
50,000+: Number of websites that integrated Facebook social plugins (incl. ‘Like’) in the week they launched
2.5 million+: websites have now integrated with Facebook
10,000: number of new websites integrate with Facebook every day (with social plugins) (since April 2010)
2m+: Number of sites that have integrated Facebook social plugins
7 out of 10: proportion of digital marketers who have implemented or planning to implement Facebook Like feature

8. Eighth, f-commerce is future-proof retail (mobile and app platform, Facebook as the OS of the future)

200+ million: Facebook users accessing the utility through their mobile devices
2x: People using Facebook on mobile devices are twice as active on Facebook than non-mobile users
94%: Proportion of phone users who will communicate on their handsets via social networks
50%: Proportion of mobile internet traffic accounted for by Facebook and other social networking tools
70%: proportion of Facebook users who engage with Facebook applications
550,000: the number of active applications currently on Facebook Platform
44%: proportion of retailers who plan to use Facebook application in place of microsites for product launches and promotions

Und hier gibt es noch mehr Input von facebookbiz.de. Die 6 Säulen des facebook-commerce.

Zwei Videos dazu


Über den Autor / die Autorin
  ist seit 1999 als Freier Autor und Freier Journalist tätig für nationale und internationale Zeitungen und Magazine, Online-Publikationen sowie Radio- und TV-Sender. (Redaktionsleiter Netzpiloten.de von 2009 bis 2012)

 

4 Kommentare zu “Was ist f-commerce?”
| Was ist f-commerce? | Netzpiloten.de – das Beste aus Blogs, Videos … | E-Commerce Center schreibt:

[…] the rest here: Was ist f-commerce? | Netzpiloten.de – das Beste aus Blogs, Videos … Esta entrada foi publicada em E-Commerce. Adicione o link permanente aos seus favoritos. […]

 
| Medial Digital» Neu » Linktipps zum Wochenstart: Zukunft vorgespult schreibt:

[…] Was ist f-commerce? […]

 
| Das neue Webstandards Magazin ist da! | Tobias Scheible schreibt:

[…] wird es für alle interessant, die sich für F-Commerce interessieren. Norbert Wieder stellt in „Facebook als Kaufhaus“ ab Seite 31 vor, wie ein […]

 
| Dinge, die beim F-Commerce beachtet werden sollten » Affiliate Marketing Blog >> Affiliateboy << schreibt:

[…] ein ebenso wichtiger Punkt, auch hier wieder mit Sicht auf den Datenschutz. Man sollte auch beim F-Commerce die Sorgen und Ängste seiner Kunden nicht auf die leichte Schulter […]

 
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