Ecwid: Facebook Storefronts Did Booming Business During 4Q

By David Cohen 

Facebook commerce provider Ecwid reported robust growth in sales at its stores on the social network during the fourth quarter, with sales for the period up 267 percent compared with the fourth quarter of 2011 and up 65 percent versus the third quarter of 2012.

Ecwid added that the total number of Facebook store orders during the fourth quarter more than tripled compared with the year-ago period, and merchants with online stories on both websites and Facebook saw an average of 8 percent of their total sales come from the social network during 2012, with that figure reaching as high as 11 percent during the fourth quarter.

The company said that from Oct. 30 through mid-November, the percentage of Facebook referral links to Ecwid-powered merchants that resulted in purchases was between 4 percent and 5 percent, with that figure jumping to 6 percent to 7 percent during the holiday shopping period between Thanksgiving week and Christmas, and reaching 8.5 percent Dec. 6.

Ecwid President Jim O’Hara said:

Facebook commerce is alive and well and had a great holiday shopping season. We’re seeing a trend in merchants placing storefronts on multiple online sites, in particular on social media like Facebook, and as a result, they are gaining an extra 8 percent to 10 percent in incremental sales, and some much more.

At the holiday peak, one in 12 Facebook members who saw a link to a product actually ended up making the purchase. Given how early we are in the F-commerce game, we think this indicates significant potential for amplifying this social influence though more focused marketing approaches.

Readers: Did you make any purchases through Facebook storefronts during the fourth quarter of 2012?