8thBridge Graphite Social Commerce Platform Taps Facebook Open Graph Action Verbs

Graphite was designed to easily integrate with marketers’ existing channels and marketing systems, and it keeps shoppers in the Facebook environment until the very last step, the request for credit-card information to complete the transaction, which is handled via the retailers’ existing websites and storefronts.

8thBridge Founder and Chief Executive Officer Wade Gerten said 82 percent of customers using its platform were not comfortable sharing their credit-card information via Facebook, but keeping customers within the social network’s environment for as long as possible is vital for marketers, as 90 percent of shopping that occurs on Facebook is a result of friend-to-friend sharing, and Graphite brings that sharing functionality to online stores and websites in the form of what it calls shoppable stories.

Launch partners for Graphite include American Apparel, Avon/mark, Deb...