With high profile brands such as Gap, Gamestop and, in the US, JCPenney, having opened and then subsequently closed Facebook stores (presumably because they weren't delivering ROI) it would be easy to assume that social media is not suitable for sales – too easy, perhaps.
...apparently, 60% of the site's audience are under 35. Yet as this tech-savvy generation grows up, the next generation of digital natives is unlikely to be any less social or mobile-focused.
What's more, those two things – social and mobile – tend to go hand in hand, and both are growing. "23% of all time spent on mobile is in Facebook," claims the social site's head of retail, Gavin Sathianathan, who adds that despite the apparent failure of the first swathe of Facebook stores, Facebook remains focused on building products for retailers.
