discussed above indicates that e-Commerce may be one of the factors
protecting websites from the influence of Facebook. What would happen
if Facebook begins to provide a seamless e-commerce experience?
To answer this, we looked at Delta Airlines which recently enabled
customers to book tickets right on its Facebook page. On a year-over-year
basis, Delta is experiencing a 9.53% drop in unique visitors to its website.
While Delta’s website lost more than a million unique visitors over a three
month period, its Facebook page gained more than a 1000 new fans.
Although this single instance is not sufficient evidence to conclude, it is an
early sign of declining website popularity in the future.
Furthermore, dozens of leading retailers are now following Delta’s
footsteps. The number of retailers planning to, or already participating
in, Facebook commerce is rapidly increasing. For example, Adgregate
Markets, a provider of Facebook commerce services, signed over 50
retailers, most in the Internet Retailer Top 500, the last quarter alone.
This trend indicates a rapid adoption by Top 500 retailers and brands to
open up this new social channel.
Findings :
1) Facebook stores are efficient at acquiring visitors cheaply through
wall posts, with post-launch wall posts generating on average 1,673%
spikes in store traffic
2) After first month from store launch, base level of traffic can be up
to 10% of fan base
3) Facebook stores on average generate a 17% social engagement
rate
4) Facebook stores generated on average earned Media Reach to
friends of fans equal to 25% of fan base
5) Facebook stores generated on average 5.9 pages views per visit
6) Facebook store dwell times average 2:50 per visit, growing 50%
over last three months
7) Facebook commerce conversion rates are on par with
e-Commerce websites
8) Average order value of $104 with 24% growth month over month.
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