12/10 2015

Tough Competition, Amazon: Facebook Testing an All New Dedicated Shopping Area & “Canvas” Ads For Merchants!

The social network leaves no stone unturned to push its interest in e-commerce solutions via building a dedicated feed for shoppers. It has also extended immersive mobile ad unit to catalogues of business owners. Yes, the world famous and widely used social media site Facebook pursues its passion for pushing the shopping cart forward.

At present, the social network has announced tests of two brand features for e-commerce:

1. A dedicated shopping feed – This will ensure visitors a special space to locate products outside News Feeds
2. Expansion of immersive ad unit for business owners – This guarantees users a super fast loading catalogue of products on full-screen.

Both above listed new features have same intention –

To make it super fast, super easy, and tempting to shop for different stuff on Facebook. It is also targeted to guarantee merchants several effective and lucrative ways to reach potential customers visiting website with a nice fresh mood to buy. However, the jury is still about to find out whether people would really like to shop at a place where they socialize. As far as the trend goes, Facebook is enjoying huge success with ecommerce strategies; something similar to other sites like Pinterest and Twitter.

As per a survey conducted on Facebook, it has been revealed that almost half of its users visit the site to look for new exciting products. Their main intention is to shop for new things and know about newest trends in shopping. No wonder the company is obliging their interests and providing them the opportunity to list out different things to buy.

The limited number of users Facebook is planning to showcase the ads test will get access to the feed. All they need to do is reach out to the canvas from the ‘favorites’ section shown on the Facebook app. Here, they can see various products based on their interests, likes, and various Facebook connections. Additionally, they can also search within the feed.


According to Facebook, the listed products in shopping feed is allowed only for a restricted set of business owners who are already engaged in the process of Shop section testing for product pages introduced by the social media site last month. The company has also declared its interest in encircling various other content for shopping feed. This will include all items listed for sale in Facebook Groups.

In addition, the world famous social media site plans to extend access to its mobile and computer friendly advert unit to all e-commerce merchants. Unveiled at Cannes in the month of June, these ads are known as Canvas. They make for a dedicated attempt on the part of Facebook to deck up and facilitate mobile ad-viewing experience for users. This also means that the merchants can easily buy adverts displaying their catalogues. All users tapping an advertisement will be greeted with clear full-screen product pages. There is also an option for viewing these pages as their multi-media versions. The facility promises users an opportunity to browse through prior to visiting a company website to buy products.

Presently, Facebook is not planning to include its ‘Buy’ button in the advert unit. However, the company will definitely add one in future. This is inevitable!

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