Facebook, a website that has permeated nearly every corner of the internet (now letting us “like” articles and blogs anywhere), and which has changed the way we network and communicate, is now set to change the way we shop as well, with shopping directly on Facebook being taken up by more and more retailers.

This new approach lets people browse products and purchase without leaving Facebook- which is not only more convenient and more secure for Facebook users (as we don’t have to venture to a separate, unknown and potentially spam-filled website if we are interested in a product) but is a much more successful strategy for retailers.

Today, people are reluctant to sign up to newsletters and receive e-mail updates about products (which will probably never be read), but are all too willing to “like” their favourite brands on Facebook. This means less inbox-clogging, without denying fans access to special discounts and offers. So for retailers to then allow people to purchase directly on Facebook- a place where people are familiar with and trust the interface, has serious potential.

Companies like  1800-flowers have jumped on the bandwagon, and many more are sure to follow.

This approach is great for women, who not only use social networking sites like Facebook more than men, but who participate in more online shopping. Interestingly, women are using smartphones more and more to make purchases- over Christmas 11% of online purchases were made on smartphones. The f-commerce approach well suits the increase in smartphone buys, with a simple purchasing method that is all in one place making it even easier to buy items on the go.

Facebook is now one step closer to total internet domination.