With Instagram launching a “shop now” platform, it was only a matter of time before Facebook followed suit. The social media behemoth has announced its goal to exist as a top shopping destination.
What can we expect? First up, a “Shopping” bookmark. It will fall under the “More” tab and will consist of products that are based on a user’s previously “liked” pages. WWD reports that “the products on the Shopping bookmark will be culled from the businesses that have begun testing the Shop section on individual pages, starting with apparel and accessories. The difference is that all the products will appear in one place.” In other words, major shopping convenience.
The second shopping feature is Canvas, an “immersive” ad format that is currently being tested. Think a full-screen shopping window in which you’re able to skim through and pick colors, sizes, styles and so on before visiting the retailer’s actual website. Michael Kors and Mr Porter have already begun testing the platform and Target will join forces today.
Sure, this sounds like an added convenience for Facebook users and an enhanced way for retailers to engage customers. It’s also one more way for Facebook to generate revenue. “The more services Facebook is successfully able to offer consumers via their mobile app, the bigger the role they’ll play in consumers’ everyday lives,” said eMarketer senior analyst Catherine Boyle, “which leads to more revenue-generating opportunities for Facebook in the long-term.”