Ecommerce shop Fab.com is an industry game changer, deeply integrating social media into its unique way of selling tech gadgets, tailored dresses, innovative kitchenware and extraordinary home decor.
Fab.com rolled out a website redesign, called Fab 3.0, introducing new social shopping features on Wednesday. Updates include a Facebook integration that creates a real-time text-and-photo stream on the site of what friends are buying, sharing and liking.
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Fab.com is reaping the benefits of connecting to social media. So far, 4.25 million consumers have logged into the free online storefront since its June, 2011 launch.
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Half of its userbase came to Fab.com from social sharing, according to VP of communications Melissa Klein. Every 30 seconds, there is a tweet on Fab.com.
"By the nature of what Fab is," Klein says. "People want to talk about it."
Share buttons allow that interaction. The site's Live Feed displays updates across the site as they happen. The Pinterest-like feed displays pictures of purchases, customer tweets and Facebook shares. From here, customers can buy products, heart or comment on the posts.
"We’ve seen 15% of all visits to the Live Feed result in a purchase," Fab co-founder Jason Goldberg wrote in a blog post. "That’s crowd-sourced shopping adding value. Put another way, about 5% of Fab’s member visits result in purchases, so having a member engage with Fab’s live feed makes them 3 times likelier to make a purchase."
The carefully curated items show off the company's humor and spunk. The products are unique, making the site's content easily sharable.
These social features were something Fab's userbase wanted, Klein says, though it's useful to note Facebook and Twitter integrations are opt-in only.
"We want Fab to be where you can browse, discover and shop for great design," she tells Mashable.
The creative-focused site sees its connectivity with consumers and designers as its secret to success. Another important interactive aspect of the site is the Inspiration Wall -- where users can upload design inspirations. Photos can be uploaded from desktops, Instagram and Google.
"It's one of the things Fab did early on, which speaks to the fact that social has always been what we do," Klein said. "That early inspiration wall was a way to engage our members and demonstrated Fab was always going to be more than a place to purchase items. It's a place to engage, discuss and smile about great design."
Do friends' purchases affect your online buying habits? Let us know in the comments if you buy items you've seen shared on various social networks.
This story originally published on Mashable here.