• Businessweek, Monday, December 20, 2010 12:15 PM

Albeit of a virtual variety, Facebook has always factored commerce into its business equation. But, seeing a huge opportunity beyond online gaming goods, the social network is aggressively pursuing "real" commerce. Indeed, David Fisch, who runs a newly formed commerce partnerships group at Facebook, tells Businessweek that he just met with more than 20 companies to discuss ecommerce partnerships.

"The aim is to help retailers set up shop on its pages and build tools that let Web users interact while buying," writes Businessweek. The effort may turn the company into an online shopping alternative to retailers such as eBay, says Forrester analyst Sucharita Mulpuru. "It's not natural to go to Facebook to shop -- yet," Mulpuru tells Businessweek. Potential partners include Delta Air Lines and J.C. Penney. Fisch's team was reportedly set up in November in a division that includes groups focused on gaming and media. Fisch is getting help in his e-commerce drive from Alvenda, a Minneapolis-based start-up whose technology helps companies sell products from Facebook pages.

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