Menlo Park, California–The world’s largest social network is now testing a new purchase feature: the Facebook Buy button, which is now appearing in ads and page posts. Rather than being redirected to another site, the button allows users to make a purchase without leaving the social platform.
The company states the feature is to “drive sales through Facebook in News Feed and on Pages.” At this time, only a few small businesses and medium-sized companies are part of the test.
“We’ve built this feature with privacy in mind, and have taken steps to help make the payment experience safe and secure,” Facebook wrote in a statement. The post goes on to assure users that completed transactions will not constitute sharing consumer debit or credit card information with advertisers. It also explains consumers have the option to save payment information for any purchases made in the future.
The Facebook Buy Button Not a Loner
Another social network is also in the midst of testing a similar feature, the Twitter “Buy Now” button allows users of the microblog to purchase featured items contained in tweets. However, news agencies have reported the button is only found on the microblog’s mobile platform at present.
In the past several months, Facebook has been steadily increasing its array of ad options. Just last month, it put control squarely in the hands of its user with a new ad preferences option, allowing them to choose the services and products they do and do not want to see.
Premium Video Ads went live recently. These auto-play as users begin to scroll through their timelines. Another new addition, Audience Network, give marketers the ability to run ad campaigns outside the social site, as well as other mobile apps. The company is also directly challenging Snapchat with its own video sharing app, Slingshot.