Social Commerce Is Here

Google, Facebook and Pinterest are now all testing new E-commerce features - here's what you need to know.

buy it buttons

'Buy It' Buttons  

Recently, Pinterest has started rolling out its own version of ‘Buy It’ buttons. These CTA tools (call to action) allow users to purchase products that they see on Pinterest. Google and Facebook are also making this a top priority within their applications. 

These new initiatives from these social media powerhouses are creating a system for selling. This means users won’t have to stray from the platform they are on to make a purchases anymore.

For business owners, this is huge. That’s why I wanted to give you a quick heads up in today’s post.

Facebook Buy It Buttons

Facebook already introduced Buy it buttons for ads and page posts. However, it’s clear that they are planning to create a bigger and better commerce experience.

While they haven’t officially announced their plan in detail, their announcements suggest that they will be creating ‘Shop’ pages, which will be mini e-commerce sites. This will allow the whole shopping experience to be conducted within the application.

This means that Facebook’s buy it buttons will facilitate the entire purchase of goods without ever having to leave Facebook.

Facebook’s New Shop

Facebook ‘shops’ are still in the testing phase. But, we’re seeing some huge changes. Look, it’s a great tool - but these guys are smart too. Basically, this is a great way for Facebook to keep people within its own site. So it’s a win-win really. Read more on this BuzzFeed article

Facebook stated that they are not planning on charging any kind of fee for transactions conducted through its buy it buttons, but that doesn’t mean it will stay that way forever.

Remember what @GaryVee said “Marketers ruin everything.” - So, if I were you I would take advantage of this as soon as possible!

Google Purchases

The official name for Google’s own ‘buy it button’ is Google Purchases, and because Google just has to be different… well, let me explain their version. You’ll see what I mean.

Similar to other 'Buy it' buttons, it will appear on the product listing on Google’s shopping search.

The major difference with Google’s version is that it will actually take users through to a retailer branded site to complete the purchase when the button is pressed. And, (yep, you guessed it) Google will host this site and the purchase process.

While Google does not plan on charging any form of transaction fee, they will absolutely charge on a pay per click basis for the search generated click. Once again fueling AdWords, their core product.

Google Buy It Buttons Are Coming

The new ‘buy it’ buttons are currently being rolled out for mobile, along with some other changes.

Google is rolling out this feature for Chrome on Android, but iOS support isn’t going to be available until later this year.

mobile commerce

Let He Who Has The Best Experience Win!

With all these changes and with everyone shifting focus to mobile commerce and even Apple getting into the game with ApplePay the ecommerce market is going to going busters. This is a huge and ever changing industry, so competition between these tech giants could get pretty fierce.

Luckily, we’ve been in this space for over a decade. Make sure to contact us if you’d like to be a trail blazer. Hurry up, you’re competition is probably reading this same article right now :) 

Don't forget to check out our other article on Instagram paid search. Let the games begin! 

Jonathan Hinshaw

Post Date:
Tuesday, July 21, 2015

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