Merchants Sign On to Social Checkout

When Facebook connect launched, Internet retailers rejoiced - they finally had a way to tap into the ever-growing popularity of Facebook. But only now are we beginning to grasp exactly how.

While true that pure-play F-commerce has yet to really take off, there are some rather significant remaining benefits, namely the impact on easing customer login and the role that ultimately plays in increasing conversions. Providers of ecommerce software (shopping carts and Web stores) are well aware of the opportunity and are quickly rolling out solutions for their clients to use.

3dCart, for example, just released a Facebook Connect integration that enables shoppers to sign in using their Facebook account from "My Account" and "Checkout" pages. First-time and return customers choosing not to save their personal information will still need to fill out their payment information separately. Using the system, however, will enable customers to bypass creating on-site IDs and passwords, and in so doing provide merchants with immediate access to information related to behavior and interests.

"A recent study suggests that 50 percent of consumers visiting online stores are simultaneously logged into Facebook," says 3dcart founder and CEO Gonzalo Gil. "As online businesses search for more ways to leverage social media, Facebook Connect should be a crucial strategy in every retailer's marketing playbook."

Strategy aside, the feature doesn't come cheap. 3dcart's Facebook Connect feature is available in its app store for $199.