This is a very good info-graphic from Janice Diner describing clearly how to sell on facebook.
To put is simple, you can sell directly on facebook (without leaving the fan page) or sell indirectly through facebook by referring traffics to your e-commerce website, which are explained in details below.
F-Commerce: Selling On Facebook
- Facebook Stores - third-party e-commerce applications installed on Facebook pages that enable users to shop and complete purchase transactions without leaving the network. For example, ASOS, JCPenney and Express that allow people to browse, share and buy from an e-commerce app on their Facebook page
- Facebook Deals – Facebook’s deal platform that enables vendors to get new customers who have paid upfront for pre-paid vouchers and that can be redeemed in-store or online. For example, the American Swim Association offers deals for pre-paid swimming lessons
- Facebook Credits – Facebook’s own currency, used for purchases made within Facebook for virtual goods, digital products, and Facebook deals. For example, Warner Bros. allows users to pay with Facebook Credits for its movie rental streaming service from Facebook pages (e.g. Harry Potter)
F-Commerce: Selling With Facebook
Beyond the use of Facebook as a sales platform, f-commerce can also denote ‘Facebook Assisted Commerce’, the use of Facebook to facilitate sales transactions that occur off-Facebook, through Facebook Storefronts, Facebook Check-in Deals and software that uses the Facebook Open API to simplify, personalise and socialise the shopping experience. Thus, f-commerce is sometimes used to denote selling with Facebook as well as selling directly on Facebook:
- Facebook Storefronts – third party Facebook applications for Facebook pages linked to external e-commerce sites, which allow visitors to browse, but not buy within the Facebook environment. For example, Apple has installed a Facebook application on it’s Facebook page that allows people to browse the Apple App Store, and then be redirected to product pages on it’s e-commerce site, where transactions are completed
- Facebook Developer Tools - the integration of Facebook features into an external in-store or e-commerce site experience via Facebook social plugins or custom software. For example, Macy’s and Diesel stores offer Facebook book connected fitting-room mirrors, allowing users to share try-outs with friends. In a similar vein, Renault, Hyundai and Coca-cola offer real life ‘Like’ buttons at events. In the context of site-based e-commerce, vendors such as Levi’s and Amazon integrate with Facebook to offer personal stores based on Facebook user data, as well as the ability to communicate with Facebook friends
- Facebook Check-in Deals – a mobile check-in deals service for bricks and mortar vendors that drive store footfall. For example, H&M and Macy’s offer 20% discount to people checking-in on their mobile Facebook app to their stores
- Facebook Marketing - the use of Facebook as a tool for sales promotion – ads, apps and newsfeed posts designed to drive traffic to Facebook stores, site based e-commerce stores, or traditional stores. For example, Walmart installed a promotional app on its Facebook Page to drive in-store traffic by offering deals that would only go live once enough people had liked (i.e. shared) them. Similarly, Estée Lauder uses Facebook to drive footfall to store by advertising promotions such as a free set of Facebook profile photos, following a complementary in-store make-up session.