Facebook makes renewed push into e-commerce

Social titan expands ad features to allow in-app purchases

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Facebook makes renewed push into e-commerce The features are expected to provide a means for Facebook to compete with e-retail giant Amazon. (Getty Images)
By  Stephen McBride Published  October 13, 2015

Facebook has embarked on a campaign to encourage users of its mobile app to shop online directly from the app, without visiting retailers' websites.

The social media company will embed features into the app that allow ads to serve as purchase points for products, it announced yesterday. Ads on a consumer's page will expand to show multiple products, available for purchase through a "buy now" button, and business Facebook pages will also allow direct purchases.

The features are expected to provide a means for Facebook to compete with e-retail giant Amazon. The changes have been designed to address the relatively awkward shopping experiences currently available on smartphones. Reuters cited eMarketer data that said mobile purchases account for less than 2% of retail sales.

"We're looking to give people an easier way to find products that will be interesting to them on mobile, make shopping easier and help businesses drive sales," said Emma Rodgers, head of product marketing for commerce, at Facebook.

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