This week Facebook announced plans to increase its online shopping suite with new features designed to attract more retailers. As Facebook looks to encourage marketers to see it as more than a branding platform.
Earlier this year Facebook introduced testing with several ecommerce features including Shoppable Pages which allows brands to sell products within their page. Along with the “Buy Now” button and shoppable sponsored ads. The new formats have proved successful along with the carousel ad format which is helping to reduce costs and increase CTR’s for many online retailers.
Facebook now plans to start testing two new ways for retailers to market their products via the social network, including a new Amazon-lite shopping marketplace for mobile and shoppable mobile ads.
Facebook are looking to introduce the new formats due to increasing traffic from mobile devices. Facebook are increasing focus on improving mobile load times and user experience. This includes new features such as Facebook instant articles which look to load content quicker on mobile devices and aims to keep people onsite for longer.
Facebook is looking to capitalise on poor shopping experience on mobile. “It’s hard for businesses to reach customers. Occasionally those shopping experiences have long load times, and there’s lots of stuff to check out.” Said Matt Idema, Facebook’s VP of monetization product marketing.
The new features will let users to browse and buy products without leaving the platform. The test will be rolled out to advertisers already testing shoppable pages on their Facebook pages before becoming available to all advertisers. The new features will allow businesses to upload their product catalogues Facebook Business Manager opposed previously having to using third-party companies.