Think of the brand name "1-800-Flowers".
The name represents a version of direct marketing that is thirty years old. But they are doing things on Facebook that are worth paying attention to.
1-800-Flowers has a unique Facebook Shoplet that allows you to purchase your flowers without leaving the comfy confines of Facebook. You can click on any of the icons on the wall to shop, or you can click on the SHOP tab and purchase via the Shoplet.
E-Commerce won't be about your website in ten years. E-Commerce, like many other things, will move "into the cloud", if you will. It seems to me like this is a really good time to test different strategies.