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Facebook extends Buy button beta test to other businesses

Social networking platform Facebook, which had started testing a buy button for Shopify last month, will extend this feature to various business’ Facebook pages, reports Mashable. The feature is currently being tested with a few retailers, ecommerce companies and a small user base. The new feature will let retailers sell items directly through their business page, turning it into a  partial ecommerce store. The buy feature will be visible to users even on mobile, where it will appear as a ‘shopping’ section on a separate tab along with other the options like timeline, about, photos etc. Items put up for sale by retailers are visible in this shopping section, in a similar format to the way photos are laid out. The checkout for these products can be configured by the businesses to either pay from within Facebook or through their own website. As of now, Facebook has provided no timeline as to when the feature will be available to all merchants internationally and has declined to name currently participating businesses. MediaNama’s take: The number of Internet companies and social networks that are adding buy buttons on their pages has significant implications for online advertising. These buy buttons have the potential to fuel a lot more impulsive purchases and with the option of storing payment details, purchases can be made in fewer clicks than before. Companies can no longer rely just on banner ads for purchase conversions as every additional step or click required causes users to drop off. With respect…

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