For some categories of products the ability to sell right on Facebook could be a gem of an opportunity. In one of our most popular posts we discuss how you can create a store on Facebook. The tools and techniques we discuss there are from 3rd party tools but it looks like Facebook might be testing e-commerce waters within it’s own platform. Buzzfeed reports:
Facebook wants to be more than a place to socialize, share, and discover content. It wants you to shop inside it as well.
The company is building out shops within Facebook Pages, essentially mini e-commerce sites that give businesses a chance to set up second homes within its walls. 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 Takes Big Step Forward On Commerce, Builds Shops Into Pages – BuzzFeed News
Mashable goes a little bit deeper and discusses how these pages will look within the mobile environment:
Facebook will let you buy products from retailers’ Pages
Facebook confirmed the new shopping features to Mashable Wednesday, saying it’s currently being tested among a small number of users and a handful of retail and e-commerce companies.
On mobile, the shopping features will appear in a new “shopping” section on the page, as pictured in the mockup image, below, while on desktop the shopping section will appear as a separate tab on the page in the same area where the Timeline, About, Photos and other tabs are currently located.
In the shopping section, companies will show off products in a format that appears to be similar to the way photos are laid out. If you want to buy one of the products, the retailers will be able to choose whether the actual transaction will take place within Facebook or whether you’ll be redirected to the company’s website. Facebook will let you buy products from retailers’ Pages
The changes this year are interesting. From Messenger to even housing content from news sources Facebook is increasingly looking to keep all interaction within it’s own platform/network.
News content makes sense, but does e-commerce have that same ability to easily housed within it’s platform? I do think some categories of products will do well, possibly ones that align with impulse purchases. But products that require a little more research and require a little bit more thought might not benefit from a friction-less purchase option.
However this shakes out it’s still a development to watch closely.