How F-Commerce Failed Retailers

From the instant that brand pages were launched on Facebook, savvy online retailers have had a single question: Can we monetize the site? Can we take our products and sell them directly on our page? As jewelry retailers and national brands determine their online selling strategies and dedicate time and resources to those efforts, it’s only logical that they would ask themselves these very questions.A recent Bloomberg article may have given us our answer: No, it does not appear that selling on Facebook—or F-commerce, as it is commonly known—is the future of online retail. Over the past year, we have seen major retailers, including J.C. Penney, Nordstrom, Gamestop, and the Gap, invest heavily in and then quietly eliminate their F-commerce offerings.Marketers once thought Facebook—the modern-day equivalent of a digital mall—was the logical destination for online shopping. Now, it

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