What does it mean if Google and Facebook dominate the future of e-commerce?

Digital behemoths Google and Facebook are already owning an ever growing share of ad spend. Richard Parker explores what impact it have if they come to dominate the e-commerce market as well.

As Aussie retailers struggle to get e-commerce, let alone omni-channel right, and as John Batistich, marketing and digital Director of Westfield comments that while the internet dominates search ‘something changes at the buy stage’, it turns out the two biggest tech brands in the world (ish) aren’t sitting on the sidelines to watch.

Facebook has been experimenting with social commerce for years, but has finally reached a point where it can leverage its scale to set up a fully closed (and therefore infinitely trackable) eco-system.

It’s building out what it calls ‘Shops’ on Facebook Pages – essentially mini e-commerce sites that sit within Facebook’s walls. Combined with last year’s introduction of the ‘buy’ button, this effectively closes the loop between brand comms and direct response advertising – giving Facebook the ability to engage with consumers through the entire customer lifecycle.