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Why Social Commerce Rocks and FB Storefronts Fail

1 + 2 = Fail
Bloomberg 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.  

Here's why:

  • 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.