Facebook Shops is born, a new impulse for social commerce and digitization

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Facebook Shops is born, a new impulse for social commerce and digitization

In recent days, Facebook has announced the global launch of the free tool for companies Facebook Shops and, as a result of the anticipation generated,  canada telephone number has grown like foam. Facebook Shops , which will also be available on Instagram, will allow brands to customize the store section on their Facebook pages and upload their product catalog more easily; It even raises the possibility of selling directly through the platform in the future. Next, we discuss the scope of this new functionality.How do Instagram & Facebook Shops work?
Already in 2015, Facebook valued the potential of its platform as a way to achieve online sales by enabling the store or services section on company fanpages . This allowed retailers to present their products in a specific part of their fanpage and add CTAs that would direct the user to the URL to purchase the product in their e-commerce. The arrival of Facebook Shops consolidates this trend. The new tool will allow brands to:
Unify the stores linked to Facebook and Instagram profiles
With the “Shop Builder” tool you can edit and customize its appearance easily and for free on both platforms. In the App, the store has been designed with the aim of ensuring a stimulating shopping experience adapted to mobile environments.

Choose and organize the products to display in collections
Each collection can bring together up to 30 products and it is possible to customize the name, cover photos and colors . In addition, for product uploads, Facebook is working hand in hand with e-commerce platforms such as Shopify, BigCommerce, WooCommerce, ChannelAdvisor, CedCommerce, Cafe24, Tienda Nube or Feedonomics to develop solutions that facilitate the upload and synchronization process of the products. articles.Send traffic to the e-commerce or enable the sale process to be completed within the Shops

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The integrated purchase option, known on Facebook and Instagram as checkout , is currently only available in a selection of accounts in the United States, although it seems that Facebook’s intention is to increasingly centralize  gulf email list  the purchase process on its platform to facilitate transactions. online sales and, incidentally, retain part of the transactional traffic that ends up in external e-commerce. According to eMarketer data , in the United States, Facebook concentrates 80.4% of the traffic referred to e-commerce, followed at a great distance by Instagram and PinterestExample of a Facebook Shop provided by the social network
Appearance of a Facebook Shop, example provided by the social network
Establish direct contact with your followersUsers will be able to exchange messages with the brand in the Shops section through the instant messaging applications WhatsApp, Messenger or Instagram Direct to be able to answer questions directly , as well as to receive information on the follow-up of orders.More features on the way: Facebook’s plans for the summerIn addition to enabling Shops on Instagram , over the next few months Facebook will work on more functionalities that promote the direct generation of business through its apps. The main projects that he has pointed out are:

Direct purchase links broadcast by Facebook and Instagram
The streaming has established itself as a very effective way to connect with users during confinement and everything indicates that direct will still be used as part of the digital strategy poscovid-19 . So that brands can take full advantage of broadcasts on Facebook or Instagram Live, the social network is developing a functionality that will allow advertisers, influencers and brands to include links to purchase the products before the live broadcast and at the bottom of the video .Options to integrate and enhance loyalty programs
Different formulas are being tested to give space to brand loyalty programs on Facebook . The options are to be able to create them from scratch in Facebook apps or, instead, cross the database built so far with the information available to the social network.
According to Marketing Land , since March this year, Facebook has already launched a pilot program with Sephora to evaluate the practical development of this integration. Undoubtedly, the objective pursued by Facebook is to obtain tools that allow to personalize the interaction of brands with their user community to the maximum Facebook Shops: a fast track to business digitization
The closure of physical establishments due to the coronavirus crisis has forced consumers to trace purchasing processes entirely online . This change in habits has led to an increase in the consumption of all types of content on the Internet and the use of social networks. Facebook and Instagram have been positioning themselves for years as one of the most frequented places for the search for inspiration and the discovery of new products . In fact, according to a 2018 survey , more than half of US users used their app ecosystem as part of their shopping journeyUndoubtedly, the news that Mark Zuckerberg’s company is working on seek to reinforce the role of Facebook and Instagram as direct channels of online sales and thus become drivers of the digitization of many companies .

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