So, 2012 is nearly here and the digital community has been predicting what will be hot in social next year.  One of the most repeated predictions is f-commerce will take centre stage as brands continue to innovate on shopping experiences.

Figures from the recent IMRG / eDigitalResearch eCSI study show there has been an 8.8% growth in f-commerce in just four months.  And, engagement remains key – 61% of the 2,000 consumers polled have recently been influenced by a negative product or customer review online.  IMRG chief marketing & communications officer David J Smith explained: “Facebook and other social media sites play a crucial role for retailers in terms of engagement with consumers. Although these results reveal that 12% have been encouraged to make a purchase through Facebook, the channel is about far more than recording sales“.

Some companies are still hesitant on setting the pace in social, so it’s always useful to highlight how some of the latest innovators are using f-commerce in the marketing mix.

A quick look at the topic cloud for the UK conversation in the past month shows there has been a real buzz around ODEON Cinemas’ ODEON Event Organiser – a Facebook app that enables users to plan cinema trips.

Marketing and sales director, Luke Vetere, explained the cinema’s strategy: “With a Facebook community in excess of 50,000, we wanted to create a simple mechanic which celebrates the social interactivity of the site and allows users and their friends to plan a trip to their cinema in 3 easy steps“.

BMW has also recently set up a trial pop-up fan store on Facebook to sell a limited edition, personalised, ‘Key2Joy’ car key cover.  Social Commerce Today views the move as ’smart’ because it’s a cost-effective way to ‘test the potential of f-commerce in driving customer retention (by boosting brand loyalty) and customer acquisition (via the referral effect of brand advocacy)’.  For BMW a simple campaign is the springboard to test f-commerce.

These are just a couple of the latest examples.  Many brands have increasingly looked to Facebook to drive sales, brand loyalty and advocacy in the past year.

So, back to the future.  The prediction for 2012 is people will increasingly want to shop where they connect.  Do you agree that Facebook will revolutionize the shopping experience?  It would be great to hear your thoughts.