Facebook now wants its users to shop from within the network. In a latest announcement Facebook has revealed that it is testing a new feature with ‘a few’ small and medium-sized businesses in the US – a Buy button. The goal is to help businesses drive sales directly through Facebook via News Feed ads and Page posts.
Facebook states that – “With this feature, people on desktop or mobile can click the “Buy” call-to-action button on ads and Page posts to purchase a product directly from a business, without leaving Facebook.”
Privacy, which is the biggest controversy aspect of Facebook, has been taken care according to the company. “We’ve built this feature with privacy in mind, and have taken steps to help make the payment experience safe and secure. None of the credit or debit card information people share with Facebook when completing a transaction will be shared with other advertisers, and people can select whether or not they’d like to save payment information for future purchases.”
The test is being carried out for a few small and medium-sized businesses in the US. For now Facebook won’t be charging the few small and medium-sized businesses in the US but it wouldn’t keep it free in future, it informed on being asked by TC.
This is another push from Facebook to marry commerce with social networking. Earlier Facebook tried introducing features like Collections feature with buy buttons, on-site payments to charities with its Donate Button and the most recent being the testing of an “Auto-Fill With Facebook” feature that automatically enters your payment details when you’re making a purchase in a third-party eCommerce app.
The latest test clearly shows how determined Facebook is to make commerce happen on the network. With a buy button, Facebook is ensuring that users don’t leave the network and make the job easy for the lazy souls. This feature could also become another source of revenue where Facebook starts charging a fee from eCommerce companies for processing payment and improving conversion rates.
eCommerce companies might be keeping a close eyes on this since less iterations involved in buying will bring more success for the buying to happen. If this happens, this could also boost brand confidence in opting for bigger campaigns and Facebook wouldn’t mind at all.
With mobile becoming the primary device for all core activities, the buy button makes commerce easy.
But then will users be motivated enough to click on the buy button just by seeing the preview. What about some reviews on the product? The dynamics of the buy button will change, when it would be applied to emerging markets where credit card usage is a challenge.
Nevertheless, the trial would determine the fate of Facebook’s effort to make commerce happen on its platform. By the way did you really think that the buy button which recently surfaced on Twitter is a mere coincidence with the Facebook buy button?