Despite all the success that Facebook has had in advertising, it has completely failed in one area: “F-Commerce.” While Facebook seems to be the most visited site in the entire universe, is the fastest growing site for display advertising on the planet and even people’s dead great-grand parents are using it, not a single major brand has had success in creating an actual store on Facebook.
According to ZDNet:
The stores’ quick failure shows Facebook doesn’t drive commerce and casts doubt on its value for retailers, according to Forrester Research analyst Sucharita Mulpuru. “There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop,” Mulpuru told Bloomberg. “But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar.”
Gamestop, Nordstrom, Old Navy & Gap have all basically abandoned their efforts for using Facebook stores. Even though it was just last April that the new Gamestop facebook store was mentioned all over the blogosphere, it seems that it was a monumental disaster.
According to Bloomberg, GameStop has significant issues
“We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly. For us, it’s been a way we communicate with customers on deals, not a place to sell.”