Facebook is testing a 'Buy' button that would allow users to make on-site purchases.
Users on desktop or mobile will be able to click the Buy call-to-action button on ads and Page posts to purchase a product directly from a business without leaving Facebook.
At checkout, consumers can use credit card information that they have placed on file with Facebook. Shoppers also have the option not to have their information stored.
While Facebook has experimented with e-commerce before to little success, the big difference is that the new Buy button doesn't force users to leave Facebook for another screen in order to check out. For TechCrunch, Josh Constine wrote, "You just click Buy, and click again to confirm, and the item is on its way to your door. It's like the candy they sell in the grocery line."
"With this step, Facebook is becoming even more firmly established as a major player in direct response advertising, and though this test is still only a test, it's a definite sign that Facebook wants to restart its efforts to become an e-commerce company as well," eMarketer analyst Debra Aho told The Associated Press.
Photo: Facebook
In an online discussion earlier this week, retailing experts on RetailWire's BrainTrust panel were split on the significance of the Buy button. Some see no rush to adopt Facebook's new option, while many are enthusiastic about the opportunities it poses, if the company can avoid alienating users.
"I guess I have to be counted as one who is not a potential buyer or user of the Buy button," said Ed Rosenbaum of Rainmaker Solutions, "but I'm simply not interested in using Facebook as a purchasing conduit. There are too many other proven-successful and direct outlets."
But others saw the Buy button as an important, long-awaited hybridization of social media and e-commerce.
"One word: finally," said Liz Crawford, vice president of strategy and insights at Match Drive. "I am no fan of Facebook, but even I have been waiting for the Buy button. Now the promise of Facebook's commercial return can be fully realized."
Full realization, though, would rest on widespread adoption of the button once it leaves beta, and widespread adoption may face some roadblocks.
"I think the hurdle is just getting over the initial challenge of getting a user to load up credit card information," said Matt Schmitt, president of Reflect.
Though Facebook's press release assures that the company, "built this feature with privacy in mind, and have taken steps to help make the payment experience safe and secure," Mr. Schmitt pointed out that "the ongoing tension between Facebook and users over privacy and user data is always simmering."
"One thing to look out for," continued Mr. Schmitt, "is whether Facebook succumbs to the temptation of getting users to hawk sales to their friends. … If they do decide to pull that lever it could really tarnish the platform."
But according to consultant David Biernbaum, concerns about security and data manipulation may not negatively impact usage of the Buy button in the long run.
"The idea of the Buy button and the notion of integrating e-commerce into Facebook will create another small firestorm of whining, complaining and paranoia," said Mr. Biernbaum, "but when it's all said and done it will be enormously successful. The button will make Facebook a giant in e-commerce because Facebook is where people congregate to talk to friends and people they know and trust, and by nature it's an entirely social atmosphere where users will gladly buy things on impulse with a push of a button and without having to leave the page. This will happen."
Chris Petersen, PhD., president of Integrated Marketing Solutions, is likewise optimistic about the Buy button, but had dark predictions in the event of a data breach.
"This is the breakthrough that Facebook needs to make e-commerce successful," said Dr. Petersen, "However, hell hath no fury like a consumer whose credit card data is stolen."
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