The new Wiggle store on Facebook has a selection of the online retailer's most popular products.
Visitors to the store can give instant feedback on each product by using Facebook's "like" or "comment" features. Shoppers wishing to make a purchase click on the product, which then takes them through to the Wiggle website.
Martin Talbot, Wiggle's director of marketing, said: "We have a strong Wiggle Facebook community with more than 20,000 Facebook fans, so this is a great way to share Wiggle with those fans. To begin with, the Facebook Store will feature a selection of cycles and cycle products from our main Wiggle site which will be updated each month."
The Facebook store allows products to be categorised by user interest, so shoppers will be able to search by "most liked" items.
For now, the store is only available through Wiggle's UK Facebook page, but there are plans to extend it to other countries in the future.
Wiggle started out as Butlers Cycles, a Portsmouth IBD that had been trading since 1920.