Asos, the online fashion retailer for womenswear has become the first fashion retailer to sell all the brands on Facebook. Originally brands used third-party social commerce providers or used Facebook as a shopfront directing shoppers to their site to complete their transaction but now with the new ShopTab on Facebook brands are starting to showcase andsell their brands through the social networking site. Already Coca Cola, Coleman and Silly Brandz Global are using ShopTab to sell some of their merchandise and others have followed suit but Asos is the first to have its entire stock on the Facebook store adding 1,300 products each week!
James Hart, ASOS ecommerce director, said, “We have millions of visits and millions of pounds coming from Facebook to ASOS. At the moment the Facebook shop doesn’t have real targets as such but in theory fewer clicks and barriers to purchase should mean greater conversions. We’ll have to see if it does lead to increased sales.”
The ASOS Facebook app is powered by Usablenet, which also powers the fashion etailer’s mobile site.