The first ‘social shopping mall‘ on Facebook has opened its doors  - and it’s run by Payvment, the leading f-commerce payment solutions provider.

Since its inception in 2009, Payvment has signed up around 50,000 independent retailers, who can create retail storefronts on Facebook – all powered via PayPal X’s Adaptive Payments APIs – and allow their customers to shop and make purchases without needing to leave Facebook.

The F-Mall, the Facebook ‘social shopping mall’, is in reality right now, simply a collective searchable inventory of these retailers’ wares.

Think Etsy, just (far) less good (for now).  It’s more a proof of concept that is tantalising in terms of what’s to come on Facebook e-commerce – and credit to Payvment for pushing the boundaries of f-commerce.  Right now, you can browse – including see what your friends like (personalised mall (!)), you can ‘like’ products, buy them (albeit via an incongruous PayPal popup) and share your purchases with your Facebook friends. But add in the design, community, slick user experience, fast and simple checkout of Etsy, and the Facebook social shopping mall could grow to be a major marketplace.

One to watch.

Ughh, back to pop-up hell…

Here’s an interview with Payvment CEO Christian Taylor at last year’s 2010 PayPal gig on what the future holds in terms of f-commerce.