We’ve seen fashion sold on Tumblr like OfaKind and smaller start-ups like Kembrel opening up stores on Facebook, but this morning, JCPenney announced the launch of the first Facebook e-commerce application by a major retailer that supports purchases directly within its Fan page.

As consumers increasingly spend online time on Facebook, its a wise decision for JCPenny to open up their Facebook store just before the holidays.

“With over 1.3 million friends and growing, our Facebook page remains a vital tool for engaging our customers as they explore and share the JCPenney brand,” said Tom Nealon, Group Executive Vice President for JCPenney. “By introducing commerce capability, we are able to take our Facebook experience to the next level, providing convenient features that encourage social integration and user contribution as our customers shop.”

The e-commerce shop is an integration with Usablenet, a leading provider of mobile and Web apps. With this technology users can complete transactions without leaving Facebook, including add to cart, checkout, edit and remove products from cart, specify shipping address, ship to store, and pay with credit card. Usablenet allows for curated inventory, search, like and share products, reviews and supports Google Analytics.

Screen shot 2010 12 14 at 11.20.26 AM JCPenney launches its first Facebook e commerce store

Other big retailers to open up Facebook e-commerce shops include Procter & Gamble, 1-800-Flowers and Delta Air Lines.