News that ASOS is going to launch a fully transactional Facebook shop, allowing users to buy it's entire range from within the network, is something that seems to have been a long time coming for e-commerce. But since this is the most high-profile retailer to do this, what are the others waiting for - will the floodgates now open for social commerce, or will this be a slow trickle as others wait to see how successful it is?

While some brands have been slow to get on board with Facebook, no-one could doubt its popularity. Content distributor GoViral recently released a report announcing that Facebook is significantly more effective than other social networks as a platform for sharing content and if there was further room for doubt, the recent news that it’s revenues reached more than $1.2bn for the first nine months of 2010 certainly suggests that this platform isn’t going to bomb any time soon.

The issue appears to be one of trust, whilst most brands now have a presence on Facebook, many still question its ability to actually drive sales and therefore see it as a bit part to their overall online presence. Others still don’t understand social commerce as a digital medium and pay lip service by having an account without really understanding how to utilise or manage it. Now retailers such as Asos, and suppliers like P&G who started selling beauty products through Facebook last year, are showing a willingness to take this further, others will be forced to sit up and take notice.

Asos, of course, is perhaps better placed than most to make this a success – according to a report last year by SEO agency Greenlight, Asos was the most followed brand on social media and they are often cited as a great example of a brand integrating social media into its entire business.

However you look at it, Facebook is in for the long haul, and brands need to do more than create a page for the office junior to update with trifling news, this now needs to be seen as a potential revenue stream and should be treated as such.