UK online fashion retailer Asos.com will merge social networking and shopping this month when it launches the first European fully integrated Facebook Store.
Customers will be able to buy, save, share and comment on items without needing to leave the social networking site to obtain full e-commerce functionality.
With over 11 million visitors to its site and around 400,000 followers on Facebook, Asos is seeking to maximise its marketability in the online retail industry, which IMRG and Capgemini’s e-Retail Sales Index recently estimated will be worth a total of £57.8 billion this year.
Asos’s move into Facebook is powered by mobile technology firm Usablenet’s platform which circulates retailers across multiple channels and includes other clients such as FedEx, Delta and the Hilton in its portfolio.
James Hart, E-commerce Director at Asos, commented: “I’m delighted to announce the arrival of our Facebook Store; another first from Asos, and another way for our customers to tailor their Asos shopping experience.”