UK’s Marketing Magazine Asks Brian Solis if Amazon and Facebook’s new F-commerce link-up will change the way we shop

F-commerce was hailed as the future of online shopping, and there was a lot of anticipation that Facebook would turn into the destination to stop and shop. But the results were underwhelming, Facebook’s efforts to get ‘e-tailers’ to build shop-fronts on its pages fell flat.

According to Brian Solis “F-commerce gets an ‘F’ because brands used Facebook as yet another digital catalogue for selling products and not as a platform for activating new experiences based on the nature and the psychology of the relationships that define the network”.

Amazon has turned F-commerce on its head, by bringing the power of F-commerce to Amazon. After receiving the below email from Amazon today, it is clear that the world’s biggest online marketplace is integrating Facebook to create a social discovery feature into its shopping experience.

Read the entire story here.

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ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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