Facebook Storefronts now have the same sales conversion rates as e-commerce websites.
Webtrends latest white paper, conducted with Adgregate Markets (a company who makes Facebook storefronts) revealed data on Facebook e-commerce pages and brand commerce websites.
The key findings were as follows…
- Facebook commerce conversion rates ranging from 2% to 4% are on par with Commerce websites.
- Websites that do not engage in e-commerce are losing traffic to their Facebook pages at an alarming rate.
- Facebook stores are very efficient at traffic acquisition acquiring visitors at no cost through wall posts and establishing a store monthly user base equal to 1-10% of the retailer’s fan base
Companies are faced with the dilemma of how much promotion should go into their websites vs. their Facebook pages—the inclusion of e-commerce on Facebook may be reason for some marketers to revamp their strategy.
The report states, “What started as a means to an end of drawing people to websites is becoming an end in itself".
A Facebook page's primary goal in the past may have been to draw users to their commerce website, but due to the inclusion of e-commerce on Facebook the game is now changing.
What are your thoughts on the findings presented by Webtrends? Do you think Facebook Storefronts will one day replace brand’s commerce websites?
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