F-commerce = fail as Gap, JCPenney shut down Facebook stores | The Social Media Learning Lab | Scoop.it

F-commerce = a failed experiment as Gap, JCPenney shutter their Facebook stores. Gamestop has company.

Excerpt:  Over the past year, Gap Inc., JC Penney Co. and Nordstrom Inc. have all opened and closed storefronts on Facebook Inc.'s social networking site.

"We just didn’t get the return on investment we needed from the Facebook market, so we shut it down pretty quickly," Sheetz said in a telephone interview. "For us, it’s been a way we communicate with customers on deals, not a place to sell."

Gap, which has 5.6 million Facebook fans from its namesake, Banana Republic and Old Navy pages, opened and discontinued a storefront last year, said Liz Nunan, a company spokeswoman. The San Francisco-based company also discovered customers preferred shopping on its own sites, she said.