On Thursday, Facebook announced through its “Facebook for Business’” blog that it would be testing a new feature on its site that would allow consumers to buy products directly through the ads on the site’s personalized newsfeeds. Facebook has previously maintained that they would avoid a direct purchasing feature on its website, however it is suggested that the decision of Twitter to include a “buy now” button allowing users to buy items from sponsored tweets and Amazon, has spurred Facebook to include a similar feature to remain competitive. According to the announcement on Facebook’s business blog,
“With this feature, people on desktop or mobile can click the ‘Buy’ call-to-action button on ads and Page posts to purchase a product directly from a business, without leaving Facebook.”
The new feature is still in its test phase, and so is only being used for selected small and mid-size companies. However, despite the increasing popularity of “direct buying” features through websites and apps, the popular means of commerce has recently come under scrutiny through a case filed by the FTC against Amazon, contending that the practice of purchasing through a screen remove the consumer away from reality. Specifically, in this case Amazon is charged with taking millions of dollars worth of online payments from children who were unable to tell where the online games ended and where the online store began. Furthermore, in light of the recent hacking incidences, consumers are concerned by the notion of Facebook sharing their personal information.
Facebook contends it plans to keep consumer privacy a priority and will work to ensure that the experience remains safe and secure.
Read more here- “Facebook to challenge Amazon?” (ZeeBiz News)