Facebook and Instagram add Shops for extended social commerce options

Facebook and Instagram have launched Shop integrations to make it even easier for customers to purchase products directly from a business page.

While Facebook already provides Marketplace and Instagram lets users buy products via posts and ads, the addition of Shops means that brands and retailers can set up a more dedicated shopping presence across the social media apps and platforms.

Even before the coronavirus pandemic led to more shoppers purchasing online, social media sales were up to 31% according to research.

And with a majority of eCommerce marketers agreeing that Facebook and Instagram are the most effective ad channels for brand awareness, the launch of Shops comes at a good time.


Facebook said in a blog post that the launch was aimed at helping smaller businesses that are struggling due to pandemic restrictions.

The Shops feature will be freely accessible for businesses and Shops can be integrated into a company’s profile.

Much like before, users can ask questions and get in touch with customer service using Messenger, WhatsApp and Instagram Direct.

In the future, Facebook plans to integrate live shopping features for customers to discover new products. These would allow direct purchases from live videos.

At the same time, the social network said it was testing rewards for businesses and will collaborate with partners such as Shopify, BigCommerce, WooCommerce, ChannelAdvisor, CedCommerce, Cafe24, Tienda Nube and Feedonomics to launch additional tools.

Later in the year, Instagram will also receive a shop tab within the navigation bar.

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