Growing number of well established retailers such as Nordstrom, Gap and J.C Penney have closed their Facebook stores. Despite the gloom being faced by larger retailers, silver lining of a Facebook account manages to paint a rosier picture for smaller e-commerce merchants.

As a matter of fact, Facebook commerce is increasingly gaining traction among small business globally. Facebook stores of smaller merchants are contributing around 15% of the overall revenue. With trend really catching up, small businesses may have the best chance to realize Facebook’s potential as a social commerce platform.

Following are few tips that may assist:

• Getting Fans and Visitors to Share Content via Newsfeed

In words of Grady Burnett, Vice President Facebook Global Sales & Operations, “It’s a matter of trying to encourage your customers to communicate with their friends. Facebook enables small businesses to build connections with their customers.” So, here are two ways to encourage sharing activity:

a) Understanding relevance of the content:

Use helpful how-to tips, polls, questions, humorous videos, exclusive special offers, or attention grabbing images. By posting content that visitors and fans will value, we are most likely to engage people in commenting, sharing and needless to mention ‘likes’.

b) Using Facebook social ads:

Facebook offers three advertising options namely, Promoted Posts, Facebook offers, and Sponsored Stories. Out of the three advertising options, Sponsored Stories and Promoted Posts are most likely to be scanned by larger chunk of Facebook users.

• Placing Facebook buttons on Website, Product Pages and in Facebook Apps

This activity enables customers to influence Facebook friends directly from our e-commerce site.

• Offering Exclusive and Unique Fan-First Experiences

By offering exclusive and unique fan-first experiences, we can spur an instant purchase activity. We can plan special limited editions exclusively from our Facebook store. In addition, new product launches can be planned that are offered initially to Facebook fans only. We can also offer special Fan-only discounts.

• Respond actively to Questions and Comments

Responding quickly to a customer query goes a long way in building customer loyalty. Whenever a customer seeks help or advice on Facebook, we should consider that as a sales opportunity, and quickly respond to it.