For many shopping has long been something of a social enterprise and increasingly now online denizens can go shopping right from the social networks.
Welcome to the Facebook Mall.
According to various press reports, including and especially Re/code, Facebook began October 12 rolling out a limited test of a dedicated section linked to but separate from its Newsfeed. Only a limited number of companies will offer a limited number of products – for now – but this is yet another step in the trend toward social networks also offering direct shopping.
It also echoes the overall trend toward more direct shopping from mobile devices – as in: half of all online shoppers using mobile devices.
The major social networks have, over the past year or so, been adding “buy buttons” to users’ feeds or individual posts from retailers.
Twitter added just last week its new partnerships with Shopify, Bigcommerce and Demandware for direct sales from the Twitter feed.
“The goal for all our commerce initiatives on Twitter is simple,” explains Twitter. “Make it as easy as possible for businesses to connect directly with, and sell to, customers on Twitter.”
(Of course, laid off Twitter employees probably won’t be taking advantage. But that’s another story.)
Pinterest announced earlier this month a major expansion of its “Buyable Pins” project by adding the potential of thousands of new merchants through its new alliances with Bigcommerce, IBM Commerce and Magneto.
“Even in these early days, we’re seeing strong results from Buyable Pins,” says Pinterest, still insisting “buyable” to be an actual word. “A study of Buyable Pins from Shopify merchants showed 2x higher conversion rates compared to other Pins on mobile. That’s promising to us (and hopefully to you!) because we wanted to build something that would make mobile shopping frictionless.”
For its part, Google announced over the summer several new ways to use its various tools for shopping directly online or with one’s smartphone.
All this is, naturally, a way to increase revenue for the social networks and tech giants and that’s the way capitalism works.
From social networks to shopping networks.