Facebook is continually looking at ways to expand the reach and use of the platform. The latest offering to start rolling out in the coming months is the ability to buy directly within Facebook without leaving the app. I’m sure I don’t need to point out the HUGE benefits this will have for any online merchants. As with any new changes Facebook roll out privacy concerns will no doubt be one of the greatest hurdles to overcome to see this widely adopted.
Currently in testing phase it works by allowing users to store an address and credit card details securely on Facebook for one touch buying when Advertisers use the BUY button. With Facebook already offering some very strong impulse driven traffic to web sites this change takes even more steps out of the process. None of your information is shared with the merchant so one argument is that this is a safer option than dropping your credit card details all over the web everywhere you shop.
From Facebook’s point of view they realise this will greatly increase conversion and sales rates for online merchants which in turn will drive up ad spends on the Facebook platform. From the users point of view it takes a lot of the hassle out of checking out through clunky non mobile friendly websites and will no doubt lead to increase purchases similar to sites like GrabOne and Amazon who also have one click checkout. At this stage Facebook won’t take a cut of the sale from the merchant but will benefit from the increased ad revenue.