In an era dominated by tough market competition and unlimited consumer preferences, marketers are forced to make risky choices. As you may have realized, that your Marketing Manager, Sales advisor or anyone concerned with profit-making in your company has already given you an online marketing plan. Before you start wondering, your plan is spear-heading direct customers, abundantly available at one platform – The Facebook.


Yes, you read it right. Facebook or F-commerce, is a fertile ground to offering abundant ways to instantly market and sell your products and services. With the introduction of Facebook’s Open Graph Mark Zuckerberg wants to give marketers fresh ways to the enormous buying potential by way of algorithms. Marketers can easily track their user’s immediate needs and wants and offer them tailor-made solutions.

Well, though the picture sounds too glossy, I have a few suspicions so to say. Firstly, I questioned myself why do I visit Facebook? Mostly, to socialize, share videos, some fun stuff but definitely not for buying a product or service. I may end up liking attractive pages of some well-established brands. Would I make a purchase? Not likely, in fact never.

Why would I not buy from Facebook directly?

  • Facebook page takes a lot of time to load. Online shopping is not something I would have the time to do it all day
  • The overall look and feel is appalling due to continuous running advertisements
  • Navigation is of seemingly low-quality and I wouldn’t want to spend my money on a seemingly dull platform

Though, I am online shopper and love to receive Facebook ads especially suited to my liking; this eventually could be disastrous for businesses. Mainly because no matter what algorithms you set-up, customers will receives only user-preferred ads and nothing new.

The Undeniable Threat

One of the adverse effects of Facebook initiated selling and marketing is the constant threat to personal data. Facebook constantly shares data across verticals, which is understandable, but it could compromise on one’s privacy and online security, in the long run.

A recent survey conducted by JWTIntelligence stated that about 8 in 10 respondents of the survey worry about their online privacy on Facebook. Three-quarters think that Facebook is not a secure platform to indulge in online shopping and they even said to no to the Facebook’s shopping app.

This survey was done with 971 adults in the 20 + age group in the U.K and U.S. As opposed to our thinking our new generation though embraces digital shopping as much as junk food but they also want to stay away from the immediate side-effects of it (online security concern.)

The Conclusion

Social media such as Facebook is a unique and engaging tool in the hands of the marketers. Yet, it could leave a bad taste in the mouth. The biggest nightmare for any seller and buyer is to have their personal information compromised in a public platform.

As a marketer you can find many demographic on Facebook and it worth trying out. However, do not expect instant results. The medium takes time to start and ample amount of resources to kick off. The more patient you, the more fruitful your association might turn out in the end or it may completely go for a flip.

Looking at the troubled history of Facebook marketers and shoppers sometimes just might find themselves in a soup. F-commerce is a new and emerging trend. How one makes a purchase is quite a subjective field, altogether. Regular online shoppers, such as me, only take out their card when the online medium is reliable, fast, and interactive, offers variety to choose from.