With over 500 million active users spending an average of 700 billion minutes per month on Facebook, there is no doubt as to why brands and retailers are turning towards 'Social Shopping' on the popular networking site as a means to promote trade and branding.

Over the last couple of years, e-commerce has been gaining momentum and sophisticated e-commerce sites have been launched to endorse products and services. The reason behind this is high level of competition between the innumerous luxury brands.

With thousands of products launched every month, marketing through traditional platforms are not sufficient and brands are searching for ways to connect with consumers on a more personal level.

Thus, to attract more and more users, Facebook is integrating e-Commerce features and options on its pages and building analytical tools to interact with its users.

According to Bloomberg Businessweek, Facebook is trying to entice companies like J.C.Penney and Delta Airlines to sell products on its pages.

In fact, Delta has already established the application through which users can book tickets online.

Another major brand to have integrated with Facebook for online shopping is Levi's. The brand is also among the first to turn towards the social networking site for connecting with users through social shopping.

However, Facebook is not the only web giant interested in social shopping. Last November, Google purchased Boutiques.com which features high range fashion items used by celebrities. Users can follow each of these items and a Like/Dislike button is also installed to determine which items are good for them.