Ecommerce

New Details Emerge About Facebook's 'Buy' Button

Guest Writer
2 min read
Opinions expressed by Entrepreneur contributors are their own.

Social media isn't just for social media anymore. Increasingly, it's doubling as an ecommerce platform – meaning impulse buying has never been so mindlessly easy.

Twitter recently started testing a "Buy" button, which allows users to make purchases directly from the company's mobile app in a seamless couple-of-clicks transaction.

San Francisco-based payments startup Stripe is powering this embedded purchasing feature, and now Recode reports that it is also behind Facebook's "Buy" button, which the social network announced it was testing back in July.

"With this feature, people on desktop or mobile can click the 'Buy' call-to-action button on ads and Page posts to purchase a product directly from a business, without leaving Facebook," the company wrote in a blog post introducing the test run, which is being piloted on desktop and mobile versions of Facebook among several small- and medium-sized businesses nationwide.

Related: Facebook Pilots 'Buy' Button as Twitter Snaps Up Payments Startup CardSpring

As Recode notes, it's possible that Facebook could team up with other payment services in the future (it did just hire David Marcus, the ex-PayPal president), but for now, Stripe and Stripe alone is behind both in-feed purchasing services.

While Facebook and Twitter don't take a percentage of sales transacted over their respective channels (at least, not yet), adding an ecommerce component could attract advertisers who want a more tangible return-on-investment from their social media efforts than “likes” and followers.

No word yet on when either Twitter or Facebook's "Buy" button will transition from pilot test to actual feature, but it seems safe to predict we'll see more developments as the holidays approach.

Related: Facebook's 'Buy' Button Will Change How Brands Sell Online

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.