Facebook tests 'buy' button to let users make purchases from their feeds

Users can buy products directly from their news feeds from select advertisers

Facebook tests a feature to let users purchase items directly from the feed.
Facebook tests a feature to let users purchase items directly from the feed.

Facebook is testing a "buy" button that lets users make purchases directly from their news feeds.

A limited number of small and medium-sized businesses in the U.S. are involved in the test, with the e-commerce feature available to users in Facebook's desktop and mobile versions. A participating businesses' ads include a "buy" button to purchase the item being advertised, without leaving Facebook's site.

Facebook is showing an ad for Modify Watches, with a button to buy one of its mix-and-match watches, in a blog post providing information on the test.

Should the feature launch more broadly, it could help Facebook attract new businesses and further grow its already lucrative advertising sales. Facebook users, however, would have to be comfortable sharing their payment information with the social network.

Facebook said it built the feature with privacy in mind and will not share credit or debit card information with other advertisers. Users can choose whether they want to save their payment information with Facebook for future purchases.

Facebook's test of the feature follows the company's hiring of former PayPal president David Marcus to head mobile messaging efforts, aimed at the development of new features.

Facebook's API (application programming interface) lets people make payments through third-party apps, often for virtual goods. Facebook tried a physical gift selling service, but that was abandoned last year.

Twitter is also said to be developing an e-commerce service.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Latest Podcast

More podcasts

Sign in