Facebook Experiments with a Shopping Feed

Oct 13, 2015

Are you tired of having to leave your Facebook app to buy something? Is shopping on your mobile device a bit of a pain? Well, the social media giant hopes to solve those problems for you. Facebook announced it is working on new features to help sellers make the mobile shopping experience easier.

In a post on its site, Facebook said, "We want to build native experiences that make it easier for both people to discover products on mobile and businesses to drive more sales. Some of our efforts are fully launched and are already creating value for people and businesses. Others are in early test phases. These tests will evolve as we get more feedback."

Facebook then touted the carousel ad format it introduced for advertisers last year. According to the post, advertisers have seen a 30-50% lower cost-per-conversion with the carousel format. Then it moved on to newer solutions, like Canvas-which has been in testing since June. But Canvas is getting a bit of an overhaul. In the new experience, Facebook says, "After clicking on an ad, people will see a fast-loading, full-screen experience where they can browse through a variety of products, before going to the retailer's website to purchase."

Advertisers can also opt for a "buy" button directly in ads, and Page owners can now use the "Shop" section of their Facebook pages to "link to their own retail websites, or they can test a way for people to buy directly on their Pages." Additionally, the post says a dedicated Shopping Feed is in the works: "In the coming weeks we'll begin testing a single place for people to more easily discover, share and purchase products. We're testing with a limited set of small businesses in the US who are also testing the Shop section on Pages." In time, Facebook says it may incorporate items for sale in Groups in this section.