Future Shop: The Ins and Outs of Facebook Commerce

The emerging category of Facebook commerce lets merchants place “buy” buttons beside those noncommittal “likes.” Will the upstart sales platform take the jewelry industry by storm?In early July, David Rotenberg, owner of David Craig ­Jewelers, Newtown, Pa., posed a question to fans of his store’s Facebook page: “If we opened a Facebook store whereby you could securely purchase our jewelry online without ever leaving the Facebook platform, would that appeal to you?”Rotenberg, whose business is 40 years old, was responding to the growing buzz about Facebook—or simply “F”—commerce. The technology debuted in July 2009 when 1-800-Flowers opened the first-ever “F Shop,” allowing consumers to purchase items from its Facebook page without leaving the confines of the social networking site.Jeffrey Post opened an F Shop for his high-end Jeffrey Daniels Unique Designs col

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