Facebook Storefronts now have the same sales conversion rates as e-commerce websites.
Webtrends latest white paper, conducted with Adgregate Markets (a company who makes Facebook storefronts) revealed data on Facebook e-commerce pages and brand commerce websites.
The key findings were as follows…
- Facebook commerce conversion rates ranging from 2% to 4% are on par with Commerce websites.
- Websites that do not engage in e-commerce are losing traffic to their Facebook pages at an alarming rate.
- Facebook stores are very efficient at traffic acquisition acquiring visitors at no cost through wall posts and establishing a store monthly user base equal to 1-10% of the retailer’s fan base
Companies are faced with the dilemma of how much promotion should go into their websites vs. their Facebook pages—the inclusion of e-commerce on Facebook may be reason for some marketers to revamp their strategy.
The report states, “What started as a means to an end of drawing people to websites is becoming an end in itself”.
A Facebook page’s primary goal in the past may have been to draw users to their commerce website, but due to the inclusion of e-commerce on Facebook the game is now changing.
What are your thoughts on the findings presented by Webtrends? Do you think Facebook Storefronts will one day replace brand’s commerce websites?
For more information on e-commerce trends and best practices, please contact StreamCompanies.com