Retailers Utilize Facebook Connect to Make Online Shopping More Social, Personal

Fluid, a firm that helps companies with their online retail marketing, has built a product called Fluid Social, which helps shoppers at retail websites view what their Facebook friends have said about certain products. While it remains to be seen whether or not Fluid Social can truly engage (or motivate) customers to participate in discussions by tapping into their Facebook networks, it highlights the potential Facebook Connect offers in making e-commerce websites more social and personalized.