Facebook friend-based merchandising now a reality for online retailers

Remember the Razorfish Facebook Connect scenario making e-commerce truely social? Well, it's not a scenario anymore: digtal agency Fluid launched their FluidSocial product, enabling Facebook Friend-based shopping and merchandising; and implemented it on Vans.com and Jansport.com.

FluidSocial enables conversations (comments and live chat) with your friends directly on a product page.

Great feature! Better retention and conversion are direct consequences:

- For online retailers, these friend interactions allows for shoppers to never leave the site to get feedback from friends.

- For shoppers, it lets them see ratings, comments and real-time chat on specific products from friends whose opinions they value and trust more than from strangers.