Facebook amps up F-commerce with buy button

Rosie Baker
By Rosie Baker | 21 July 2014

F-commerce, the ability to buy directly through Facebook, was touted as the future of online retail a few years back but it never really took off. But it might be having a resurgence as Facebook trials a buy button that allows brands offer click-to-buy directly through ads on the network.

The current trial is with a limited number of small to medium sized businesses in the US. Like most trials, it is likely to roll out to other regions including Australia down the track, but a spokesperson for Facebook couldn't confirm any further details.

"SMBs have been experimenting for some time with creative ways to sell products directly on Facebook. We wanted to respond to this and to simplify the experience for businesses while giving people an easier way to purchase relevant products,” a Facebook spokesperson told AdNews.

The 'buy button' feature allows advertisers to include the direct call to action within product ads and page posts so that users on desktop or mobile can buy products without leaving Facebook.

Facebook is emphasising the security of the transnational feature. Payment details will not be shared with other advertisers, and users can chose whether the system stores credit card details for future transactions or not.
In a statement Facebook said: “We’ve built this feature with privacy in mind, and have taken steps to help make the payment experience safe and secure”.
It follows the addition of a 'donate now' button last year that aimed to help charities raise funds directly through Facebook.

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