Facebook expands e-commerce and virtual store capabilities

Facebook is adding Shops to WhatsApp and its second-hand marketplace. Traders and brands can now also set up a mobile webshop. Augmented reality and visual search are also being introduced.

1.2 million shops on Instagram

Facebook is focusing more on e-commerce, with many different novelties. The social network is “not yet an e-commerce competitor to Amazon,” Mark Zuckerberg said a few weeks ago, but it is fully committed to online commerce. “We believe the shift to online, social-first shopping is not temporary. One in three shoppers globally say they plan to spend less time in-store even after the pandemic is over, and almost three-quarters say they get shopping ideas from Facebook, Instagram, Messenger or WhatsApp.”

That is why Shops is now coming to WhatsApp and – currently only in the US – to Facebook’s second-hand platform Marketplace. Until now, shopping was only possible directly via Instagram. “Today, we have over 300 million monthly Shops visitors and over 1.2 million monthly active Shops,” a blog post reads. “We’ll continue to support economic recovery by making further investments in Shops and waiving fees for business sellers through June 2022.”

Reviews, image search and ads 

In the coming months, ratings and reviews will be added to Instagram, including review photos and videos from users. Facebook would not be Facebook if it did not also offer advertising opportunities: Shops will get their own advertising solutions based on people’s shopping preferences. “For example, we’re testing the ability for businesses to send shoppers to where they are most likely to make a purchase based on their shopping behaviour,” it reads. Later, targeted promotions and personalised offers will also be possible.

Facebook is also investing in new technology: according to Zuckerberg, augmented reality and artificial intelligence are the foundation for how people will shop in the future. On Instagram, the company is, therefore, already experimenting with image recognition. This year will see the start of a trial of a new visual search function driven by AI, where consumers can find similar products by tapping on a photo or uploading their own. “While it’s still early, we think visual search will enhance mobile shopping by making even more pieces of media on Instagram shoppable,” the blog post reads.

Trying on lipstick virtually

According to Facebook, two-thirds of online shoppers say they want to try things on virtually, which is why augmented reality is making virtual fitting possible on Instagram. Instagram is introducing dynamic ads with AR, allowing scrolling fashionistas to try on, for example, MAC lipstick on their face – or rather on their selfie – using the app. 

Finally, several major brands are using Live Shopping on Facebook: Live Shopping Fridays are coming soon, where brands organise personalised live streaming for viewers on the social media platform.