Facebook is accelerating the development of the commercial side of its platforms thanks to the great confinement, which reinforces the need for small companies to serve consumers where they are: online.The dominant social network on Tuesday launched a new tool called “ Facebook Shops, ” which enables brands to create a personalized and attractive display case to highlight their products and history, and facilitate sales. Companies will have to create only one ” showcase “, the same for Facebook and Instagram , and later for Messenger and WhatsApp .
Facebook Shops has been in the process of being created since last year, but its development accelerated ” in the hope of helping companies survive and build an online presence in a context where purchases will increasingly be made on the internet, ” he explained. George Lee , director of product management at Facebook .” A third of the US SMEs we consulted during a study say they are not operational at this time ” due to the pandemic, he said. Another third ” only has online activity ,” he added. The SMEs using Facebook Shops will have the option to pay for ads that redirect users to their respective cabinets.
In the United States , some of them will also be able to try a “ checkout ” button , which already exists on Instagram and allows consumers to pay for their purchases without being redirected to the merchant’s site. The social network will also strengthen “ live ” purchases , that is, the incorporation of links to products that appear in live streaming videos, an increasingly popular format. With the distancing measures, Facebook is in a paradoxical situation, with a strong increase in the time that users dedicate to their platforms but in a context of reduced budgets that companies spend on advertising, which is where the giant of Social media is supported to generate income.