The idea of social media is based on C2C communication. The popularisation of platforms such as Facebook or Instagram among Internet users encourages businesses to use social media as a tool for promotion and building relationships with recipients. This is particularly important in the case of producers of final goods and entities providing local services, through the possibility of interacting with recipients and creating the desired image. The aim of this article is to identify the level of use of social media on the example of Facebook through 42 best-rated online stores in Poland. In the selection of stores, we used research conducted by one of the leading websites comparing stores and prices of products in e-commerce. The analysis was carried out both in terms of one-way communication, understood as the frequency of publication of marketing content, but also the level of interaction with users. The study includes the industry in which the online store operates.
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