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Can Facebook Really Deliver E-commerce Sales?

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One of the biggest misconceptions about Facebook’s marketing potential turns on whether Facebook can be a good source of traffic that actually buys stuff from online stores. For every positive story you hear of merchants killing it with Facebook traffic, you’d probably hear dozens more merchants who are frustrated with Facebook.

They really cannot make heads or tails of Facebook’s traffic, as far as their e-commerce sales are concerned. They’re drawing a blank. They just cannot, for the life of them, convert a heavy volume of traffic from the social network into actual buyers of products.