Facebook Commerce Adoption among French Women

This exploratory study investigates Facebook Commerce (F-commerce)—the transactional use of social media—among French female e-shoppers. F-commerce, alongside group purchasing and social discounts, leverages peer-to-peer influence by encouraging users to share and promote products and deals secured by friends. Despite its growing popularity, questions remain regarding consumers’ social acceptance of such promotions and their persuasive effectiveness. Through a case study of La Redoute, we surveyed a sample of French women to assess their willingness to engage in social shopping and to act upon product or service recommendations displayed on their Facebook timelines. The analysis identifies key factors shaping acceptance, including trust in the recommender, perceived social capital, and alignment with personal shopping values. Moreover, the study explores the interplay between online social dynamics and purchasing behavior to inform tailored marketing approaches. Our findings provide practical implications for brands seeking to optimize F-commerce strategies and underscore the critical role of gender-specific preferences in social commerce adoption.