People will be able to check out products organized by merchant as well as by categories as determined by a Facebook algorithm. Smartphones has completely transformed shopping experience for consumers with apps. In fact, mobile purchases constitute less than 2% of all retail sales, according to the report released by the research firm.
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Could this be the flawless combination of social media and e-commerce?
The company says that Canvas lets users see fast-loading, full-screen content on their devices when they click on an ad. This helps in easily browsing through a variety of products. By incorporating a “Buy” call-to-action button, the company said Canvas would enable users to click on ads in their News Feed to purchase directly from a business without having to leave Facebook.
“Businesses can choose to have this section link to their own retail websites, or they can test a way for people to buy directly on their Pages.”
Emma Rodgers, head of product marketing for commerce at Facebook, is optimistic.
A series of new experimental video features, which Facebook announced Tuesday, include a dedicated feed for videos and a new picture-in-picture player for multitasking. The ads it launched, however, direct users to mobile sites outside the app. The ideal scenario for retailers would be precisely the one Facebook is starting to test on its app. We’re testing with a limited set of small businesses in the United States who are also testing the Shop section on Pages. Instead, there will be a dedicated section on Facebook which will take you to a new page where you can browse through products offered by a large number of companies.
A few people make purchases on mobile phones because it is cumbersome and slow, however, the social giant hopes to win over more ad dollars by smoothing the association. “But we view the Buy button as a feature that we could test in any ad format if that’s what retailers are looking for”.
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Facebook is setting up new pavements to allow its users to read news, interact with friends and family, or browse stuffs without leaving Facebook’s page.
