Facebook is not just a place where people meet online, communicate, or share. It’s also not just a place where brands listen to their customers and engage with them. It’s fast becoming a lot more than that. Very soon you will be able to buy things on Facebook without even leaving the platform. Yes, the company is now testing e-shops on Pages.
Also Read: Shopify Expands Facebook Buy Button Beta
We’ve been hearing about e-commerce on Facebook for a long time, and even more recently Shopify connected some of its merchants’ shops with the platform, giving users the ability to buy products directly from ads. But following Facebook‘s introduction of payments within Messenger, and buy buttons for some brands, Facebook is now testing shop sections within brand or company Pages. Facebook‘s product marketing manager Emma Rodgers explained that,
“With the shop section on the page, we’re now providing businesses with the ability to showcase their products directly on the page,”
The feature is still being tested, but it is here. Many pages already have a buy button for users to complete the “entire shopping experience” inside Facebook. From discovering a product, to paying for it – seamlessly. So, the time that all brands will soon have the ability to create not just storefronts, but full e-shops in Facebook being widely available is not far off. At the moment there are only a handful of businesses testing the feature, but I really think things will be moving fast.
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Within 2015, ad spend for digital is said to be worth roughly $60 billion – E-commerce is worth a lot more than that, at over $300 billion… So, if Facebook wants world dominance, it will have to try to tap into that, by revolutionising online commerce by connecting it directly with its properties. E-commerce is definitely going to be a major part of social within the next few years if not within the next few months – that with Pinterest, Twitter, and Google investing in their own versions of social media based e-commerce solutions.
As expected, the feature is seen prominently on mobile first, below the “About” bar. Facebook Pages are an integral and very important part of the Facebook experience as well as a major source of income for the company itself, so we will definitely be seeing a lot more development there. According to Emma Rodgers,
“We’ll continue to add incremental features and capabilities to Pages because they are such an important part of the consumer experience on Facebook”.