Online shoppers had already spent close to $10 billion ahead of Black Friday, researcher comScore reports. By the end of the holiday shopping season, we'll have spent $37.6 billion online. Retailers hoping to grow those numbers next year had better pay close attention to Facebook.
Fresh data from social media consultant Sociable Labs says that 50% of e-commerce site shoppers are logged into Facebook when walking the e-aisles. What's more, nearly 90% of the top 200 e-tailers tracked by Internet Retailer are integrated with the social network in some way.
The implication? Facebook has become instrumental to pitching shoppers who spend hundreds of billions of dollars annually in the U.S. alone. Growth opportunities don't come much bigger.
Data, data everywhere
How the social network would capitalize on its adjunct role in e-commerce transactions isn't entirely clear at this point. But rich possibilities emerge when you think about what marketers seek.
Advertising is about captivating and connecting with an audience. Know your target and you'll increase the odds of pitching well. Here, by connecting with e-commerce sites where their users are, Facebook is facilitating data that's enormously valuable to ad buyers.
That's not all. Think what the Dumb Channels must be feeling right now. New York Times
What they lack is intelligence about "liked" products, friends' purchases, follower counts, and similar contextual data. Does it matter? Sure. Precision is always better than ambiguity when it comes to advertising and marketing, and thin-margin e-tailers and retailers want to get their pitches right from the start. Expect the social network to cash in accordingly.
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