Facebook continues adding Buy buttons to advertisements
Facebook is looking to play a larger role in the in-app retail space, introducing a “Buy” button on advertisements that are featured on its social networking site. The company sees great promise in the mobile commerce space, but has yet to find any success therein. While many consumers access Facebook and other social media sites through their mobile devices, they have yet to rely on these platforms when it comes to shopping.
Retailers may benefit from new mobile shopping features being tested by Facebook
Facebook is not only including a Buy button on all its Canvas advertisements, it is also rolling out new features that will make it easier for retailers to sell products on their Facebook pages. These features are meant to give retailers a better way to engage mobile consumers, who are beginning to shop online more regularly with their smartphones and tablets. New mobile shopping features are currently being tested in the United States and Facebook has yet to announce a point where these features will see a worldwide launch.
Instagram is already finding some success in the mobile commerce space with its own Buy buttons
Facebook’s Instagram has already become involved in the mobile commerce space. Instagram has rolled out Buy buttons on its advertisement formats, which have already proven quite effective for retailers. The social network is also relying heavily on consumer-driven discovery, with many Instagram users exposing their friends to new products that they may not have known existed before. This discovery is leading to more frequent mobile shopping among consumers, especially among those using social networks.
Mobile commerce is growing quickly in the Asia Pacific region, with social networks playing a more influential role therein
Mobile commerce is experience strong growth, particularly in the Asia Pacific region, where smartphone penetration is accelerating. In Hong Kong alone, mobile shopping has grown by 35% since 2012. Social networks are expected to play a much larger role in the continued growth of mobile commerce in the coming years, as consumers and retailers will rely more heavily on these platforms.