Can Facebook takeoff as an eCommerce Platform?

In app purchases - video games started this. Gamers could buy super powers or add-ons for their avatars without leaving the game. When games moved from consoles to Facebook, they retained this flavour. Though retailers failed to capitalize on this.

Most retailers think of Facebook value as a "Like" button on their website or a "Page" in Facebook. Unless one has read Facebook developer documentation (, little does one realise that Facebook provides the user management and payment APIs to enable a retailer to sell their products within Facebook app just like those games' in-app purchases. Some service providers like or are already enabling small retailers to sell online using Facebook.

So the question is - will Facebook compete as an eCommerce Platform in near future?


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