P&G Explores F-Commerce Opportunity
Back in October of last year, RetailWire reported on Procter & Gamble adding a "Shop Now" button in Facebook pages, allowing visitors to make a purchase using Amazon Webstore.
Now comes word that P&G is expanding the number of shopping buttons on the Facebook pages of its various brands. In a change, however, the buttons will link shoppers to the consumer packaged good giant’s own e-store. Amazon, apparently, is out of the picture.
There are plans to eventually add links to retail partner stores. Walmart, according to a report on Advertising Age’s website, is considering linking with P&G brand Facebook pages.
P&G restated that it is not looking to get into the retailing business itself.
"Social-network selling is an extension of our overall focus on innovation and brand building," Tonia Elrod, a spokesperson for P&G, told Ad Age. "We expect testing commerce via social networks like Facebook will help us accelerate e-commerce growth as consumers buy more of our categories online."
- Social Shopping Ready for Liftoff – RetailWire
- P&G Tries Facebook Commerce Again With New Platform, Talks to Walmart About Joining – Advertising Age
Discussion Questions: What is your reaction to P&G testing product sales through Facebook? How do you expect the company’s trading partners and competitors to react?