Facebook`s Buy Now Button
By: June Bachman ~
8/14/2014 9:00:00 AM
About a month ago, Facebook began testing “buy now” buttons on ads, and also on page posts. This button allows Facebook users to purchase products directly from businesses from their news feeds.
Facebook is seeking a way to better compete not only with search engines, such as Google, that offer Pay Per Click type advertising, but also streamline the purchase process for buyers using mobile devices. Mobile shopping apps such as eBay and Amazon have already made the buying process easier, because users don’t need to enter their payment information when buying stuff. If Facebook is able to streamline a similar process, the effect could be extremely powerful for online retailers.
The Buy Now button will most likely become a part of the advertising platform. Users will be able to purchase the advertised products directly through Facebook. When users select the Buy Now button, they will be taken to an item detail page where they can begin the checkout process.
Stay tuned … this new feature is only in its testing phase. However, we believe the Facebook Buy feature will be a fantastic avenue for online retailers to explore … especially when seeking to capture more mobile users as customers.