Fashion retailer Express has launched an e-commerce initiative through Facebook -- allowing fans to browse merchandise and purchase items within a custom Facebook tab. Express is one of the first major American retailers to execute an online effort of this magnitude. Not only can users recommend items to their friends, post comments and Like items, the back-end inventory, pricing, wishlists and comments are all tied together with Express' existing web and mobile e-commerce efforts.

Apparel retailers out of the UK are also exploring this territory -- ASOS features over 150,000 products for Facebook users to choose from, even incorporating search features within their custom tab.

I'm not an Express shopper personally, but with over 550 stores across the United States and annual sales generating $1.8 billion, it it great to see this company explore its online opportunities further. It speaks volumes to the targeted younger demographic - and pulls them in on a channel that they're already frequenting. However, the introduction of Facebook Open Graph last year has allowed brands to incorporate many of the same capabilities (e.g. the Like feature) on their existing e-commerce channels outside of Facebook as well.

Browse Express' Facebook shopping initiative here.

This is a personal take on a blog post I originally wrote for DDB Canada.