With Facebook’s F8 conference out of the way and their new additions in play, here are two retailers who are jumping in on the new functions and exploring the promise and limitations of social shopping.

The interior design website Mydeco was one of the first out of the gate in Europe with the implementation of direct Facebook feedback in its virtual showrooms. Here’s a look at their social shopping experience:

Notice the Like button, which allows you to broadcast your tastes in home decor to all of Facebook.

Levi’s, meanwhile, was also quick to get into the game. They now even have a special section of their website called the “Friend Store” dedicated entirely to social shopping where you can Facebook Like (yes, we’re using that phrase as a verb) your new pair of jeans to your posse. Here’s what they are doing:

This could mean big things for retailers looking to generate some conversation into an otherwise solitary consumer experience: online shopping. Now customer discussion will be in an easily discoverable place, making it convenient to bring together window shoppers and allow the company’s social media marketeers to observe their habits.

But how genuine can we expect this discussion to be? After all, its literally confined to the retailers’ court. Are these comments really from their genuine “friends” (let alone actual customers)? Or, are they insiders at the agency or employees dropping well-placed comments? For consumers, the trust issue won’t be so easy to suss out at first.

The answer, we think, might be in a combination of factors. Take price, and familiarity. A $60 pair of Levi’s 501 jeans for example have generated over 160 “likes.” Seems legit. No? A living room set that will set you back a few grand onMydeco.com, meanwhile, gets far fewer votes. Maybe Facebook will figure out a new button: “Desires, but cannot yet afford.”

The applicability of social shopping may be more relevant and more genuine depending on what you’re buying. But, of course, just because its social doesn’t mean it’s true.