Social network Facebook keeps getting deeper & deeper into e-commerce, especially in the smartphone sphere. It now wants users to shop from their mobile phones without ever leaving the FB app.
In what is being seen as not only a fresh move into e-commerce but also as a move to compete with Amazon, Facebook announced on Monday it was testing several ad features that allowed users to shop directly through its app.
It said on its blog: Canvas is a new native way to browse from ads. When people click on products from ads in their News Feed, the mobile websites they’re directed to often take a while to load & aren’t optimized, increasing the chance that people will drop off. That’s why we’re testing a new ad experience called Canvas that helps businesses drive any advertising objective, from brand building to driving sales.
FB has been testing Canvas with a number of businesses since it was 1st unveiled in June this year. Over the coming weeks, it said, it would be testing “a new experience” on Canvas. After clicking on an ad, people will see a fast-loading, full-screen experience where they can browse through a variety of products, before going to the retailer’s Website to purchase.
The post said, further: “Buy” call-to-action button: Making purchases easier on mobile. We’ve already been testing this feature on ads to give marketers a more seamless way to drive sales with people interested in their products. People on desktop or mobile can click the “Buy” button in ads in News Feed to purchase a product directly from a business, without leaving Facebook.
A single place for product discovery and distribution: New shopping feature in Favorites
FB further said it had seen people discover new products across multiple areas on Facebook — News Feed, Pages, & Groups. In the coming weeks, the social network would begin testing a single place for people to more easily discover, share & purchase products.
Across each of these formats — from proven ad products such as carousel & dynamic products ads to new tests — FB said its goal was to make it easier for people to discover relevant products on mobile while also driving results for businesses.
Readers may recall that a few months ago, FB had introduced the carousel format for FB ads.
Image Credit: Facebook blog