How Top Brands Conduct Ecommerce on Facebook: Best Practices

Facebook Marketing Bible

Brands can use ecommerce storefront apps to sell products directly from their Facebook Pages. Some apps allow customers to checkout without having to leave Facebook, while others let them complete the transaction on a brand’s website. Brands can direct users away from their Page to a dedicated Facebook canvas app hosting a full-featured store, or they can simply use a Page tab app as a landing page for their website’s store.

Here we’ll showcase how five brands using five reputable apps approach ecommerce on Facebook. We’ll also outline some best practices such as providing buttons for sharing products and Liking your Page, using a compelling landing tab to draw users into your store, and offering a variety of payment methods.

The following is an excerpt. The full length article, available in our Facebook Marketing Bible, includes analysis of four more Facebook ecommerce implementations and additional best practices.

The Miami HEAT via Milyoni

Page: The Miami HEAT NBA basketball team

Storefront App Provider: Milyoni

Tab App Name: Shop

Home Page: The Miami HEAT uses a landing page to display some of it top products and draw people to click through to its canvas app. Once the full featured app has loaded, users can search products, browse a catalog, Like the Miami HEAT’s Page, or follow the team on Twitter. The center of the app provides a promotion code for use at checkout, and several featured products, though without sharing buttons.

Product View: Clicking through to a product reveal multiple photos, options to share via email, Facebook, and Twitter, and a Like button that allows for quick sharing to the news feed, and that displays a Like count which can provide social proof for the quality of products.

Checkout: A checkout powered by Verisign lets users complete their order within Facebook using their credit card.

Negatives: The app may be too full-featured for merchants only selling a few items and who are more concerned with driving sales than follows of their social media presences. Sharing buttons on the home page could help, but might make the app even more cluttered.

Overall: Milyoni’s app provides a great shopping experience that’s entirely contained within Facebook. The Miami HEAT did well to provide a compelling landing page that can persuade users to wait for the canvas app to load. Using the home page to drive valuable Likes and follows of a brand’s social media presence while using the product pages to drive sales strikes a good balance.

Five Best Practices

1.  Sharing Options on Products – Placing Like buttons on the home page view of your products, and additional email, Twitter, and Facebook sharing options on product pages makes it easy for users to tell friends about items they find interesting, even if they don’t buy them. These shares drive referral sales, and represent the primary advantage of conducting Facebook-integrated ecommerce.

The full article, complete with more best practices and reviews of ecommerce implementations, can be found in the Facebook Marketing Bible, Inside Network’s complete guide to marketing, advertising, and ecommerce on Facebook.