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Facebook starts testing shops with buy button inside of Pages

Social media networking
giant Facebook is planning to revitalize Facebook Pages and
transform them into commerce destinations where users can not
only quickly grab business info, but also buy stuff.

Recently, Facebook
said that Pages is shifting to become a major priority for them in terms
of user traffic. BuzzFeed reported that the company had recently
started testing shops with ‘buy buttons’ inside of Facebook Pages.

Facebook started
testing its buy button in ads on the newsfeed over a year ago, and it
appears that the company is now ready to take the service to its next
logical progression with dedicated shops on Pages where users can browse
for and purchase items.


The shops are
still in the testing phase, but some already feature “buy” buttons that allow
the entire shopping experience to occur within Facebook — from product
discovery to checkout.

“With the
shop section on the page, we’re now providing businesses with the ability to
showcase their products directly on the page,” Facebook product marketing
manager Emma Rodgers told BuzzFeed News.

Facebook is
joining several other social media giants, including Pinterest and Twitter
that are shifting to tackle commerce.

Pinterest said it will introduce Buyable Pins later this month, a feature that
will let retailers sell products over the social network, while Google two
weeks ago confirmed its plans to introduce a buy button for search results. Twitter
also has been testing a buy button, recently letting sports teams and artists
use the feature to sell tickets to their events. For the tech companies,
adding a buy button is another way to get retailers to pay for advertisements.
Rather than taking a cut from each transaction, the companies let retailers add
buy buttons for free, and then pay to promote their products. 

This is a pretty
major step in Facebook’s marked plans to take over e-commerce and turn pages
into destinations where users can go to grab the information they need and
make quick orders.

According to a
TechCrunch report, if the company can revitalize Pages and shift some of
the attention (and traffic) from the newsfeed to them, then the company
has the potential to neutralize companies like Yelp and FourSquare that have
largely done a better job at crafting business landing pages for users to visit
and quickly grab relevant info.

In the past
decade’s social media strategies have focused on building up engagement and
brand value, this feature could change the type of content strategies that
businesses use in pushing out information to users.

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