According to the 4th Wave Observatory of Social Networks of BBVA, the existence of Facebook stores are mostly unknown in the middle of 2012. Despite the fact that 34.29% of Spanish are users of Facebook, only 40% of user have acknowledge of the extistence of stores on Facebook. When analyzing the use of the shops in Facebook, the numbers drop precipitously, and only 1 in 20 users admit to having bought in a store on Facebook.
The main reason for the low usage of online stores in Facebook is due to the perceived shortcomings of social network privacy, poor display of the stores in the pages of Facebook and the fact that there is no perceived economic advantage in the compared to traditional shopping online shopping. In conclusion, Facebook is still perceived in Spain as not a suitable place to make a purchase for most users.