A survey of more than 100,000 retailers on Facebook, many of which have collected fewer than 500 likes, pointed to strong use of Facebook ads and a trend toward driving shoppers to Facebook storefronts via outside channels.
Ecommerce platform Payvment, which conducted the poll, found that nearly 40 percent of respondents were using Facebook ads, and 70 percent of those respondents saying they would do so again, with their reasons including:
- Like and customer acquisition, 68 percent;
- The ability to start and stop campaigns, 60 percent;
- Facebook’s targeting capabilities, 60 percent; and
- Ease of use, 55 percent.
Of the 30 percent who purchased Facebook ads but wouldn’t buy them again:
- 68 percent said they were not successful in acquiring likes or customers;
- 65 percent said Facebook ads are too expensive; and
- 25 percent said they didn’t understand how to use the platform.
Payvment also found that the following non-Facebook methods were being used to drive traffic to Facebook storefronts:
- Company website, 38 percent;
- Twitter, 34 percent;
- Email marketing, 30 percent;
- Print ads, 12 percent;
- Direct mail, nine percent; and
- Google search ads, eight percent.
Payvment Founder and Chief Executive Officer Christian Taylor said:
While a handful of large retailers have put their F-commerce efforts on hold, there are hundreds of thousands of small businesses that are successfully selling products on Facebook.
This data provides a quick snapshot of the current state of Facebook commerce and show a robust and vibrant environment in which sellers are aggressively marketing their products through many different channels, driving sales for their products and bringing revenue and traffic back to Facebook.