In the past few weeks, social commerce officially made the move to Facebook – yet another way that online shoppers are #winning on the web.

The Groupon phenomenon and other social buying sites like LivingSocial have drastically changed the way we think about e-commerce and online marketing. The integration of purchasing capabilities into social platforms like Facebook allows businesses to establish relationships with customers and then translate them directly into sales. In other words, Return on Engagement is now easier to measure than ever.

This week GameStop Corp. embraced the social shopping trend, opening its own Facebook store. Instead of merely browsing the video game company’s products, customers can now purchase items directly through the Facebook application much in the same way as on their website.

Sally Beauty Supply also launched a Facebook store this week, providing the brand’s 48,000 fans with the ability to buy everything from hair dryers to lipstick directly through the social network.

Beyond Facebook, social commerce is making its mark on the mobile world. Swap.com released an iPhone app that facilitates transactions between individual buyers and sellers. Shoppers use their smartphones to scan a barcode somewhere in the real world and are instantly connected to other users through the application.

These developments will inevitably change not only the way consumers purchase products, but how companies promote them. Smart brands will have to figure out how to leverage consumer relationships and turn forums for conversations into measurable forms of commerce.

Top stories

‘Bring it on, Groupon’: LivingSocial gets $400 million infusion from investors

Watch out Netflix, here comes YouTube: The online video leader is shifting its focus to original content.

The least social social network finally opens up: LinkedIn’s answer to Facebook’s Open Graph.

Google introduces plus-one, its answer to Facebook’s “like” in a move towards social searching.

Apple curates a mobile advertising gallery in its new iAd Gallery app.

Facebook tests real-time ads generated based on your posts and status updates.

In another example of moving from “click to brick,” the world’s first “Skype booth” opens at Estonia’s Tallinn airport.

Views from around the Web

Mashable takes a look at how Facebook’s latest iPhone app, complete with event check-ins, better accommodates its users.

Business oracle Warren Buffett cautions investors against over-valuing social networks.

Why the Mad Men-Netflix content distribution deal is a game changer.

The New York Times paywall: A flexible monetization strategy or just plain confusing?

Slate breaks down the algorithm behind content farms.

Speaking of Slate, editor David Plotz spoke to Sparksheet this week about the challenges facing online journalism.

This week in social media

New Mac & Cheese contest turns Tweets into ads:

http://www.youtube.com/watch?v=5aEUlobecG4&feature=player_embedded

Tweet mirrors in London share real-time images on Facebook and Twitter:

Photo via thealttab.com

Skittles: Touch the Rainbow?

http://www.youtube.com/watch?v=eDlaJlb1ezg

Hipmunk introduces a Facebook campaign that turns you into a chipmunk: