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Small Merchants Embracing Facebook Commerce

March 19, 2012

With some 845 million monthly active users, Facebook is becoming a vibrant e-commerce platform for more than 100,000 small merchants who actively promote and sell products via Facebook storefronts, according to a study by Payvment.

Among those small merchants (72% have fewer than 500 Facebook fans), most (84%) promote their storefronts via Facebook engagement.

However, 39% of small merchants use Facebook Ads to promote their storefronts, and many use other outside channels to drive traffic, including Twitter (34%), email (30%), and print ads (12%):

Below, other findings from Payvment's F-Commerce Facts survey, based on a poll of 750 merchants from Payvment's seller base who use Facebook to promote and sell products.

Growing Popularity of Facebook Ads

Facebook Ads are enjoying high favorability.

Among the merchants who have used Facebook Ads, 70% say they plan to do so again, citing the following reasons:

  • Effectiveness in fan and customer acquisition: 68%
  • The ability to start and stop campaigns: 60%
  • Facebook's targeting capabilities: 60%
  • Facebook Ads' ease of use: 55%

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