More and more companies are becoming more comfortable with the idea that they must digitize their venture if they want it to remain relevant and not lose market share to online ventures. J.C. Penny seems to have recognized this fact–they recently moved their entire catalog to Facebook. They are the first major company to do so, and it could prove to be a revolutionary move.

“The value of Facebook and other social media sites to retailers is greater than previously thought,” stated ecommerce consultant John Lawson, reporting on a recent survey conducted by social media marketing company Media Logic. “Out of 100 retailers participating in the study, all of them have seen tremendous growth on their respective Facebook pages,” Lawson said.

Certainly social shopping is becoming less important as the Internet becomes more so. It is hard to imagine the idea that shopping would ever become a completely online experience, but that is no doubt where the industry is headed. If it is, JC Penny can claim to have gotten out ahead of the trend.