About a month ago, Facebook announced that it’s testing a “Buy” call-to-action button on ads and Page posts, which enables users to purchase products directly from businesses right from their News Feeds. The test is limited to a handful of small and medium-sized businesses for the time being, but it’s entirely possible that this could be the biggest and most important move into e-commerce that Facebook has ever made.
Do you expect the Buy button to make a significant impact on mobile conversions? Let us know in the comments.
Facebook seems to think it’s a pretty significant one. It even killed off its Gifts offering, presumably turning its e-commerce focus to this. Given that Facebook’s ad business must compete with the likes of Google and others that offer product listing ads, it’s high time that advertisers have a way to get “buy” clicks from Facebook users.
Scot Wingo, CEO of e-commerce product provider ChannelAdvisor, sees Facebook’s new efforts as particularly significant for businesses selling online. He recently wrote a series of blog posts about the Buy button and its implications. You can find links to all three posts here. Facebook has dabbled in e-commerce various times in the past, but Wingo thinks the buy button is “a step in the right direction.”