Businesses that sell on Facebook using Ecwid's app and on their own Web sites make 22 percent of their sales on Facebook, Ecwid says. Social-commerce gurus say small retailers have the edge over big names, because they behave more like friends on Facebook.

"This is where small business can really hit it out of the park," says Paul Chaney, author of The F-Commerce Handbook. "I connect with the guy or lady who runs the business, and that's the person who's posting."

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