F-Commerce Fails – The Hub Prevails

Bloomberg recently published an article discussing household name brands that have shut down their Facebook stores due to under-performance. Retailers at Gamestop, Gap, J.C. Penney, and Nordstrom have all launched, and since abandoned, initiatives to sell through Facebook “tabs” as an e-commerce channel.

I can’t say I’m surprised by this data. The “F-commerce” model goes against a marketing concept that I believe in strongly: the “hub and spoke” model. Continue reading