Businesses in the US making use of website marketing services are increasingly utlilising Facebook as a platform for ecommerce.

This is according to Jake Hird, writing for Econsultancy, who noted that while a recent survey of UK consumers conducted by Shoppercentric revealed the social network is not yet seen as a viable source for shopping in this country, this is not necessarily true in the US.

"Facebook is just a platform extension to ecommerce, limited only by their internal regulations for commercial brands," Mr Hird wrote, noting many big US firms, such as Coca-Cola, Delta Airlines and Disney allow consumers to make purchases through Facebook.

He added that UK companies are beginning to follow suit, with Asos and French Connection both recently announcing plans to increase their retail presence on the social network, something that will "set the benchmark" for companies operating in the retail sector.

Facebook is already a viable platform for display advertising, with a recent eMarketer study predicting the site will eclipse Yahoo! as the number one platform in this area during 2011.

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