E-commerce powerhouse Demandware today announced the availability of a new prototype application for implementing a Facebook Store, effectively extending its core functionality into the social commerce channel. 

Demandware clients can use the application to sell directly through a branded Facebook store, utilizing the data and capabilities of its flagship offering Demandware Commerce. For example, retailers can show inventory availability and product information. Demandware retailers using the application can also change content images within Facebook to feature selected products, conduct promotions or display other content. 

“Social networks are an emerging channel for branded engagement. By leveraging this new channel for commerce, retailers can use Facebook to build a stronger connection between the consumer and the brand,” said James Driscoll, vice president of marketing for Demandware. “Our Facebook Shop application is a great example of the innovative platform extensions we are building in Demandware Labs.”