Facebook always seems to be in the news for one reason or another. This time the buzz is thanks to a recently-launched startup called Ondango. The service lets businesses quickly set up Facebook stores in a few easy steps. More importantly, however, is the optimized user experience. Ondango's clean Facebook store design fits in with the look of the social network and Facebook stores powered by Ondango do not require that users accept an app request. Because of this, Ondango and the businesses implementing its technology do not have access to the consumer’s data.
This may be looked upon as a bad thing, as companies that have access to consumer data can more easily cross-market other products and services and follow-up with additional promotions. However, Ondango opted to forego the app request, and thus, the consumer data.
Why would a company looking to partner with businesses do such a thing when there are such significant perks involved? During beta testing Ondango found that 80% of Facebook shoppers dropped out of the purchase funnel upon confronting the app request screen.
The key learning here is the fact that consumers want to be able to trust brands. Whether you are a marketer looking to drive engagements, conversions or the like, be conscious that consumers want control over their information when interacting on social networks. If possible, marketers should also be transparent about how consumer data will be used if it is being collected.
Whether or not Ondango will bring Facebook commerce to the masses is yet to be known. However, pairing a platform that gives shoppers peace of mind with businesses offering coveted products and services has a seemingly promising outcome.