A year ago, all the talk was the so-called F-commerce (Selling on Facebook).

It had to work, right?  Facebook is the most- visited website in the world.

Many thought persuading visitors to shop would be easy.

Not so fast…

Bloomberg said the Gap, J.C. Penny, Nordstrom and Gamespot all opened and closed stores on Facebook because fans haven’t bought anything.

Forrester Research Analyst Sucharita Mulpuru told Bloomberg:

There was a lot of anticipation that Facebook would turn into a new destination, a store, a place where people would shop. But it was like trying to sell stuff to people while they’re hanging out with their friends at the bar.

For me, it reminds me of days gone by.  I don’t know if they still exist but remember the rose peddlers from years ago.  You were on a date at Studabakers or Celebrations  (Houston Baby Boomers will remember these clubs) and a beautiful rose peddler would come up with a basket of roses and ask if you wanted to buy a rose for your date.

Today it’s a lot more sophisticated. The rose peddler know your likes, dislikes, search habits, buying habits, friends… but it’s still intrusive.

Also, what is the incentive of buying at a Facebook storefront when we all know most retailer spend a lot of money making online purchases on their main e-commerce site very easy. Once I leave my friends on Facebook it’s just as easy to visit Bass Pro Shops to check out the latest lure from KVD.

Let me know if you have ever purchased something direct from a Facebook Storefront.