- eMarketer Staff

Savvy retailers want their virtual storefronts present where their customers spend time online.

That's why almost three-quarters of the merchants in the Internet Retailer Top 500 Guide have a presence on at least one of the major social networks or social shopping sites.

The leading destination was Facebook, where 57 percent of these Web retailers either have a page or advertise, per eMarketer.

Facebook has become the preferred social network for marketers by adding interactive features that enable communication between brands and their fans. Among the developments, consumers can receive updates to their newsfeeds from the company pages they follow. Facebook is also testing a virtual currency system that simplifies the payment process on its platform and in client shopping apps.



Meanwhile, sophisticated new applications are allowing retailers such as 1-800-Flowers to open a virtual storefront where users can purchase and send items without leaving Facebook.
        
See also:

"Wishing for a Deeply Discounted Xmas"

"Holiday Forecasts Hold Out Some Hope"

"Shoppers Still Hesitant to Buy via Mobile Devices"