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.
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