Facebook Won't Become E-Commerce Force, Analyst Says - Digits - WSJ

Facebook is not going to be a major e-commerce player, says Forrester Research analyst Sucharita Mulpuru.

A social-network presence, she found, was less effective at customer acquisition and retention than e-mail and paid search.

The study found that the average Facebook metrics are a one percent click-through rate and a two percent conversion rate. E-mail marketing, by comparison, has an 11 percent click-through rate and a four percent average conversion rate.

Facebook Won't Become E-Commerce Force, Analyst Says - Digits - WSJ