A tough sell: why Facebook's e-commerce dream failed to take flight

Technology has been good to 1-800-Flowers. The company has long pioneered new ways of retailing, a toll-free number, direct sales via the internet. So when, in 2009, it opened its online store on Facebook the company was expecting another tech-based success. Like many others they found Facebook was a tough sell. "We were one of the first to actually have a Facebook store, and we did have big expectations, but it turned out to be not very successful," recalled Jon Mandell, vice-president of marketing at the flower and gift seller.