Consumer Psychology for a Digital Age

f-commerce statistics roundup: Facebook commerce by the numbers

It’s a matter of time—within the next five or so years—before more business will be done on Facebook than Amazon Sumeet Jain, Principal, CMEA Capital

In three to five years, 10 percent to 15 percent of total consumer spending in developed countries may go through sites such as Facebook Mike Fauscette, Analyst, IDC Consulting

Anyone who still believes in 2010 that Facebook isn’t going directly drive a massive commerce opportunity for merchants and retailers alike on that platform will find themselves this time next year in 2011 wishing for their own Christmas miracleKaren Webster, President,

You get the picture; f-commerce – Facebook-enhanced retail – is the new shiny new object for industry players and investors.

(Quick recap – there are three basic types of f-commerce; 1) on Facebook (f-stores, Credits), 2) on the Web (using Facebook open-graph/social plugins/FB storefronts with web-stores), and 3) in-store (using Facebook open-graph/social plugins/Deals for ‘bricks and mortar’ retail)).

But beyond the shine, spin and hyperbole – is there any early data to back up the excitement? We’ve compiled a list of statistics related to f-commerce (this page will be an evolving resource, we’ll add more data as we receive it (there’s some interesting new data from Adgregate/WebTrends and Eventbrite we’re digesting and will add – please send any facts, figures findings for inclusion).

Of course, the ‘lies, damn lies and statistics’ caveat applies here – data is tentative and premature, and often originating from sources with vested interests.  So treat with caution.  But here’s the case for  f-commerce – by the numbers…

1. First, f-commerce is already a viable retail platform

  • Top 3: The top 3 brands on Facebook (by fans) all sell directly on Facebook – Coca-Cola (24m), Starbucks (20m) and Disney (19m)
  • 2-4%: f-store conversion rates – on a par with web-stores (avg. 3.4%, according to Forrester/
  • $650,000,000: The drop in Netflix share value when Warner opened up a Facebook movie rental (streaming) service in 2011
  • 1000: Number of diapers P&G sold on its f-store in under an hour
  • 50,000: Number of retailers who have opened an f-store with Payvment
  • 6 hours: Time it took for the Rachel Roy Facebook jewelry store to sell out
  • 3rd highest: daily sales made by Rachel Roy, the day it opened it’s pop-up f-store
  • 1m+: Starbucks customers using their e-commerce-enabled Facebook CRM loyalty program
  • 1300: Number of products added every week to the ASOS f-store
  • 20%: Proportion of black Friday sales transactions on Facebook for e-tailer Kembrel
  • 7-10%: Increased Average Order Value for Facebook transactions (vs. web-store) for Kembrel
  • 5000+: customers using Walmart’s group-buy Facebook app on the day of its launch
  • $34: Amount paid for the first transaction ever to take place in Facebook at 11.50 am EST on July 8, 2009 for bouquet of flowers ‘A Slice of Life’ on the f-store of U.S. florist 1-800 flowers

2. Second, Facebook drives E-Commerce traffic

  • 6.5%: click-through rates on Facebook walls are 6.5%
  • 67% of retailers plan to use Facebook to drive traffic to their e-commerce sites
  • 25%; proportion of users who post links to other companies, products or services
  • 20%: proportion of e-commerce sales from Facebook (for Wetseal)

3. Third, Facebook customers are good customers

  • 1.5x: Facebook users spend 1.5x more online that other Internet users

4. Fourth, Facebook is where your customers are

  • 1 in 11: humans that are on Facebook (642 613 700) [Q2 2011]
  • 40%: The drop in Coca-Cola’s website traffic in the past year, but Coke’s Facebook page is up and is now the world’s most popular Facebook brand page (22m)
  • 7.9: In 2010, Facebook grew by 7.9 users/second
  • 1/3: Proportion of time spend online on Facebook by Facebook users
  • 50%: proportion of users who log on to Facebook in any given day
  • 700 billion: Minutes spent on Facebook every month
  • 80: Average community pages, groups and events to which a Facebook user is connected
  • Bigger than Google: In August 2010, U.S. Internet users spent 41.1 billion minutes on Facebook, surpassing Google Inc.’s 39.8 billion minutes for the first time
  • Nine in Ten: Proportion of US social network users who use Facebook
  • 57.1%: Proportion of Internet US users using Facebook

5. Fifth, Facebook drives word of mouth sales

  • 75%:  Percentage of Facebook users who have “liked” a brand
  • $2.52: what a Facebook share generates for ticketing site Eventbrite
  • 11: Visits generated by  a Facebook share for ticketing site Eventbrite
  • 30bn+: pieces of content shared online every month by Facebook users (web links, news stories, blog posts, notes, photo albums, etc.)
  • 90: Average pieces of content created by a Facebook user each month
  • 130: Average number of Facebook friends of a user (who receive their word of mouth recommendations)
  • $3.60: the media value generated by the average Facebook fan is $3.60/year

6. Sixth, Facebook drives loyalty sales

  • 117%: the additional amount a fan will spend on a brand compared to a non fan
  • 17%: proportion of Facebook users who say simply having the ability to ‘Like’ a brand makes them more likely to buy
  • 51%: the increase in likelihood a customer will purchase, after clicking the ‘like’ button
  • 41%: the increase in likelihood a customer that a customer will recommend, if they have liked the brand
  • 28%: the increase in likelihood that customers who ‘like’ a brand will repurchase
  • 40%: Proportion who ‘Like’ businesses in order to receive special discounts and promotions
  • 30% to 200%: increase in site registrations for sites using Facebook sign on
  • 15% to 100%: Increase in the number of reviews and other user-generated content generated when using Facebook social sign-on

7. Seventh, industry adoption of  f-commerce is accelerating

  • 76%: percentage of retailers who plan to use Facebook for ‘social commerce’ initiatives
  • 50%+: proportion of the global top 100 websites have integrated with Facebook using it’s social plugins
  • 50,000+: Number of websites that integrated Facebook social plugins (incl. ‘Like’) in the week they launched
  • 2.5 million+: websites have now integrated with Facebook
  • 10,000: number of new websites integrate with Facebook every day (with social plugins) (since April 2010)
  • 2m+: Number of sites that have integrated Facebook social plugins
  • 7 out of 10: proportion of digital marketers who have implemented or planning to implement Facebook Like feature

8. Eighth, f-commerce is future-proof retail (mobile and app platform, Facebook as the OS of the future)

  • 200+ million: Facebook users accessing the utility through their mobile devices
  • 2x: People using Facebook on mobile devices are twice as active on Facebook than non-mobile users
  • 94%: Proportion of phone users who will communicate on their handsets via social networks
  • 50%:  Proportion of mobile internet traffic accounted for by Facebook and other social networking tools
  • 70%: proportion of Facebook users who engage with Facebook applications
  • 550,000: the number of active applications currently on Facebook Platform
  • 44%: proportion of retailers who plan to use Facebook application in place of microsites for product launches and promotions

Tune in tomorrow for a list of notable f-commerce examples…

Comments (92):

  1. RSS Ray

    April 4, 2011 at 07:13

    Nice information…thanks for sharing.

  2. SEOSherlock

    April 5, 2011 at 11:25

    Great to finally find a grouping of useful stats/numbers all in the one article.

  3. Dmitry Pakhomkin

    April 5, 2011 at 13:14

    To make it really massive, FB needs the functionality which will allow retailers to replicate their inventory data into FB. Right now all this is done using data feeds, sending and updating .csv files, etc. Too slow and not scalable.

    If FB will provide this kind of mechanism, then we can talk about the situation when FB users will be able to shop at ANY RETAILER IN THE WORLD without even leaving FB (with all the associated social aspects of shopping of course).

  4. luddz

    April 9, 2011 at 03:53

    dmitry, this is available in the form of several f-commerce apps.

  5. Jeff Sable

    April 15, 2011 at 08:17


    Cool stats. Fcommerce is real and it’s easy to do (with Moontoast’s software :)

  6. Tim Bosch

    April 20, 2011 at 11:12

    I was wondering if you had any sources for these great stats?
    Thanks :)

    • Paul Marsden

      April 20, 2011 at 11:21

      Hi Tim, just click on the hyperlinked number to take you to the source…

  7. Deia

    May 12, 2011 at 15:31

    I realized FB is truely popular when my older sister commented it is on it! FB definitely is a wonderful marketing tool because it is aggregating all types of consumers, of all ages and backgrounds. Here in Brazil, where it had a late launch, FB is exploding!

    Great news for us, whose business can do better with FB growing!

  8. Custom Facebook Fan Page Design

    May 18, 2011 at 07:47

    Its no doubt that facebook pages would prove to be a better platform to connect with users/customers. This in turn will provide further scope for f-commerce to expand. The viral nature of Facebook is a strong factor that drives the adoption rate of f-commerce.

  9. Danilo Niezewitz

    June 24, 2011 at 22:37

    Hi ! Do you have Latin America numbers ? Brazil …. Best regards.

  10. michael

    July 30, 2011 at 11:44

    Hi there, has everyone forgotten about the businesses here. Sure use face book as a conduit to sell through but the point of a businesses and its valuation is to build, own and control its own customer database, personalising their customers behind products and services. Lets keep it in perspective, 2.2 million small business in australia alone, I guess one could say ‘ use the internet to appear global only to capture those customers who are local.

    Good stats thou. But this sort of doctrine implies that we must all be subject to an
    on line experience. People always keep there eye out for real world business interactions (a call to action) allowing businesses to let consumers choose
    what they want to take part in, in the real world with out private and personalised information or datamining, being sold off to those corporates you speak about so easly, in your report.

    All good thou, keep it up and you will become the talk of the town amongst marketers whom contract to the franchises of the corporate globalized world……

  11. MySellr

    August 6, 2011 at 08:18

    MySellr turns your Facebook page into an online shopping platform in less than 15 minutes. It also works on other sites such as wordpress, etc. Follow us on @mysellr or visit for more info.

  12. patricia

    February 24, 2012 at 03:34

    This is going to be huge

  13. wpbandung

    April 16, 2012 at 11:52

    This is a really brilliance analyze. After reading this post, i can see how important e-commerce in modern internet. maybe we all wait for web 3.0 and this is the answer. social media married e-commerce and change fundamental way we do shopping

  14. Ken

    January 15, 2013 at 15:15

    If I had to guess…Social Commerce is the next to blowup. Mark Zuckerberg
    Now how will you take advantage? I know Im positioned.

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