Retailers currently not using Facebook's Connect feature, which enables users to log into ecommerce websites with their Facebook credentials, may want to rethink this omission. According to a new report from Sociable Labs, Americans who log into a retail site with their Facebook credentials are nine times more likely to share content than those who don't.

Nisan Gabbay, CEO of Social Labs, notes how crucial this is for retail brands, explaining that each share essentially translates into free exposure for a business. Each time consumers share content, they are expressing their advocacy to friends or followers – that could be anywhere from 100 people to more than 1,000, depending on the user.

"The big benefit of social log-ins is that it makes the social sharing experience that much easier and more compelling for the consumer," Gabbay told Internet Retailer.

Considering the sheer number of Facebook users – upward of 800 million potential buyers worldwide – the social network has a substantial reach. Retail merchants need to make use of the site as a part of their marketing efforts.

This entry was posted by Retail Pro on Friday, February 17th, 2012 at 2:04 am .