WOMMA Member 1-800-FLOWERS has opened the first e-commerce store in their Facebook page. This is a clear step forward for both parties. 1-800-FLOWERS was one of the first online retailers starting 1992. On the other end, marketers have turned Facebook into a retailers dream, but the application always stopped short of actually selling goods. This has undertones of social shopping networks that were noted yesterday in the WOMMA Word. Since friends and loved ones have such an immense effect on consumer purchases, it is only natural to blend social networking with Internet shopping. By selling through the fan page, retailers make the customer one step closer to a purchase. We are likely to see more of this in the coming months, but so far 1-800-FLOWERS is the test case.

The full story at The Washington Post:
http://www.washingtonpost.com/wp-dyn/content/article/2009/07/29/AR2009072900693.html