Facebook expands 'Buy' button beta testing

For the past year, Facebook (NASDAQ:FB) has been working with Shopify to create a call-to-action, or "buy," button on the social media platform. The feature will allow Shopify's partnering retailers to offer consumers an easy way to purchase products discovered via news feeds or pages without leaving Facebook.

A small group of Shopify retailers are already using the solution, but now the company is expanding beta testing, Shopify's blog reported.

Shopify is extending the buy button to a group of U.S.-based merchants by invitation only. In the next few weeks, messages will show up on the home screen of Shopify's chosen merchants.

Once the new sales channel is added to a retailer's Shopify account, the company can start posting products with buy buttons, promoting those posts with advertising and managing orders that come from Facebook.

Facebook joins other social media platforms, such as Yelp and Pinterest, that are either testing or already offering buy buttons.

Social media platforms like Facebook are a growing source of sales for retailers. Retail sales driven by social media earned $3.3 billion for the top 500 retailers in 2014, and its share of e-commerce referrals was nearly 200 percent in the past year, according to a BI Intelligence study.

Facebook remains the dominant social platform, accounting for 50 percent of social referrals and 64 percent of total social revenue.

For more:
-See this Shopify blog

Related stories:
Social media retail growth outpacing e-commerce
Kate Spade, Michaels enable Buyable Pins
Old Navy launches Yahoo, Tumblr campaign
Pinterest to release buy button this year
Facebook adds 'shop now' button for in-feed shopping

 

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