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Facebook adds new ‘shop’ tab to push ecommerce

Taking another step to make it easier for brands to connect with consumers on the social media platform, Facebook is now testing a ‘shop’ section on the website. This will come as an additional tab alongside News Feed, Pages and Groups, unlike the ‘buy’ button that the company had introduced a few months back which comes within ads.

Facebook said the purpose of this tab is to have ‘a single place for people to more easily discover, share, and purchase products.’

According to a survey by Facebook, nearly half of the people come to Facebook to actively look for products, with a majority of them discovering new products in News Feed, Pages, and Groups.

The company said in a blog post, “This behaviour – that’s already happening on Facebook – gives us a chance to make people and marketers’ experiences better. We want to build native experiences that make it easier for both people to discover products on mobile and businesses to drive more sales. ”

Facebook is currently testing the feature with a limited set of small businesses in the US who are also testing the Shop section on Pages; their products will be eligible to appear there. Over time the company will explore incorporating additional content into this experience, such as items listed for sale in Facebook Groups.

Matt Idema, VP of Monetisation Product Marketing, Facebook said in an official statement, “People are increasingly discovering products on mobile and Facebook, yet the shopping experience could be better. What we’re doing – with proven products like carousel ads and new products we’re testing – is making it easier for people to discover products on mobile and businesses to drive sales.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.