drew all the wrong conclusions from a great set of facts. The failure of Facebook storefronts has nothing to do with the marketing value or potential of Facebook, or social commerce as a discipline.
- Social commerce provides unique social value to the customer, the marketer and the community.
- Most Facebook storefronts only provided value to the marketer.
The failure of first-generation Facebook storefronts doesn't speak to the value Facebook offers marketers or retailers overall. This failure speaks to the lack of creativity and value offered by first-run platforms. Smarter brands like TicketMaster and Delta Airlines are innovating beyond the checkout, delivering social innovation and more importantly, social value.
Here's to the innovators.