As soon as we start writing about Facebook’s potential as a marketplace we hear news that Europe’s first fully integrated Facebook store has opened. ASOS (the UK’s largest independent online fashion retailer) used the Usablenet platform to extend its website’s e-commerce functionality to its Facebook page.
ASOS users can now view, share and like items while keeping an eye on what their friends like within the store, all without leaving ASOS’s Facebook page. The only glitch is that to buy stuff you have to sign up for an account that doesn’t have a Facebook log-in.
“Millions of our users already interact with ASOS through Facebook, commenting on, sharing and discovering new items. Many of those go on to buy something on one of our sites. Our Facebook Store will allow them to do this directly through Facebook,” gushed James Hart, e-Commerce director at ASOS.
The ASOS e-commerce site currently enjoys 11 million unique visits per month and has over 400,000 Facebook fans. Expect the floodgates to open as every major fashion & goods retailer follows ASOS’s ‘social-shopping’ lead.

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