New Report: F-commerce – The Opportunity for Consumer Brands (download)

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Well here it is, the Syzygy report on f-commerce – selling with Facebook, focusing on the opportunity for consumer brands.

What do Lady Gaga, Coca-Cola, Batman and Pampers Diapers all have in common? They all sell on Facebook – offering friends, fans, and followers a privileged and personal point of purchase on the world’s largest social network.

Something else that all four have in common is that they’re all consumer brands; they have traditionally outsourced the business of getting products into the hands of consumers to retailers. So what’s changed? Why are brands – including top three brands on Facebook – increasingly selling direct to consumers on Facebook?

Based on an 18-month study tracking the emerging trend of ‘f-commerce’ – selling with Facebook, the Syzygy report provides a critical overview of f-commerce specifically for consumer brands. It identifies the key risks and opportunities for brands in setting up shop on Facebook – and concludes that emulating the current trend among leading retailers to open up large e-commerce stores on Facebook would be a mistake for many consumer brands.

Instead, the report advocates an alternative f-commerce solution for brand pages on Facebook; fan-stores selling fan-first and fan-only exclusives designed to activate brand advocacy. Five key brand-building benefits are identified, and a blueprint for setting up a Facebook fan-store designed to activate fan advocacy is outlined using an evidence-based three-point ‘advocacy activation’ formula derived from academic research. The report concludes by outlining emerging trends and new opportunities for consumer brands and their agencies in the f-commerce space.

Download the report here for free, and tell us what you think.

About the author

Paul Marsden

Chartered psychologist specialising in consumer behaviour and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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By Paul Marsden

Digital Intelligence Today

Consumer psychology insights and news for digital professionals brought to you by WPP agency SYZYGY and Dr Paul Marsden (@marsattacks)

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Paul Marsden

Chartered psychologist specialising in consumer behaviour and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.