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Social commerce is more than just Facebook 'likes'

By FashionUnited

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Fashion

Facebook seems to have become a go-to for retailers looking to develop their social commerce activity. However social recommendation engine, nToklo, has called for UK retailers to look beyond Facebook for social integration.



Research showed that on average retailers in the UK have 10 times more unique users on their own brand websites in one month than overall global likes on their Facebook homepages.

Furtherm
ore findings concluded that brands draw far more brand loyalty on their own transactional websites than through Facebook.

nToklo urges brands to take advantage of their large existing communities by adding social features to their existing sites, rather than just focusing on developing a Facebook store to satisfy a social commerce proposition. Social features also help retailers to ‘get to know’ their website users and play a similar role to loyalty schemes in developing a clearer audience view for more targeted marketing says nToklo.

To gauge social commerce activity, nToklo, looked at the monthly website traffic of top ten UK retail sites and compared this with the number of Facebook ‘likes’ on each brands main homepage. Interestingly John Lewis had 1.5million unique UK users compared with a mere 31,000 Facebook fans.

Gareth Mee, CEO, nToklo said: “While Facebook ‘likes’ is certainly not the be-all and end-all when it comes to measuring a brands’ engagement on the social network, it does give a good indication of how much larger the captive audience top retails brands already have on their website is than the audience they are likely to reach through a Facebook store, certainly in the short term. The message here is not ‘don’t try to sell on Facebook’, but retailers should be taking a multi-pronged approach to social commerce, adding social features to their own sites to drive engagement, sales and to get to know more of their users.”
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nToklo