Coming Soon… Selling via Facebook Pages

Facebook engagement is down to record lows due to the rigidity of its newest algorithm changes. It is also no secret that organic reach has been much more difficult to come by for marketers and business owners that do not pay to advertise on the platform. Although where Facebook lacks in engagement, they are having no problem at all with their other social network, Instagram. However, rather than simply flourishing on Instagram, they’ve been quick and careful to note Facebook’s great risk for simply fading into the background for both marketers and regular Facebook users. Then came this week’s announcement of their newest effort to keep users on their site/app for longer periods of time, Facebook Pages as e-commerce stores.
Select businesses are already being tested with buy buttons and a mass rollout is expected to shift traffic focus on Facebook to specific Business Pages. This will be the very first time they have shifted the focus of traffic somewhere apart from their newsfeed which has always been its primary focus. The whole shopping process, if so desired by the retailer, can be completed on the Facebook Business Page from displaying products, to selecting customizations (such as shirt sizes) to the actual closing of the sale and payment processing.
Thus far, it is not clear whether Facebook plans to make money off of this service or not. It has been reported that businesses will not likely have to pay Facebook for the service meaning this could be a measured push to get people more excited about Facebook again or just another avenue for a different way to advertise. Although this is just theory at the moment, it wouldn’t be far-fetched to see e-commerce Business Pages as opportunities for marketers to cross-promote and advertise among shops that are not competitors but share the same target audiences. For example, fashion magazines advertising in the shops of fashion retailers on Facebook.
Another question that comes to mind with this latest feature is what sort of impact will it have on Facebook’s algorithm for organic reach as well as on the newsfeed. It’s a delicate balance to get enough exposure for the stores without alienating users. Also, what sort of data can store owners expect to gain? Will store owners be required to boost posts or purchase other types of advertising campaigns? If anyone can roll this out successfully, it seems that Facebook can. For the moment, businesses can simply begin to brainstorm the beginnings of their stores as we wait for the rollout and more details on the latest from the company.