Seven out of ten retailers have already implemented or plan to implement the Facebook Like button into their websites, concludes a new survey by SeeWhy Research. But taking a closer look at online retailers, the ground-zero for next-generation social shopping, it seems like the biggest retailers are merely paying lip service to “Like.”

To our surprise, big-name retailers that still don’t have the Like button include Best Buy, Crate & Barrel, Amazon, and the Gap. They are relying on the traditional recommendations built into the website (something Amazon is famous for). This group does, however, provide a social media “quick share” button, which allows customers to instantly post their desired product on Facebook and Twitter.

Still, this is hardly the kind of social shopping that we’ve been promised. Levi’s, for example, has Like buttons all over its website, making it easy to vote up what you approve and share these recommendations with friends, plus compare how many people have Liked a certain Levi’s products, side-by-side.

Aside from Levi’s, who else likes Like? Urban Outfitters, Zappos, and ASOS all inserted the Like button into their online shopping experience recently, and a large group of customers are making use of it, it appears.

It was reported that within six weeks of launch, 100,000 websites had integrated it into their back-end code. This is no small number. But there are limitations as to who is taking it up: the Like button is used more by companies that aim for younger, more social-savvy customers. The utilization of social communities and recommendations is proven effective, as shown by ASOS’ major growth in revenue in the past year. With geo-social shopping emerging and with the rise of 40+ active Facebook users, retailers of all shapes (ahem, Amazon) are going to have to explore what’s so likable about Like.