Facebook expands ad options with in-app checkout feature

Anne Freier

In Mobile Advertising. September 10, 2019

Facebook said on Monday that it is testing new advertising features for brands and retailers.

The company has added an in-app checkout feature for its dynamic ads on the News Feed. The addition means that users can purchase products directly from within the app.

Facebook is a popular ad channel for eCommerce companies with 87% of marketers using the platform for social marketing campaigns to drive traffic to their websites.

Previous research found that the social network was driving the largest number of eCommerce referrals (80.4%), followed by Instagram (10.7%) and Pinterest (8.2%).

The company also rolled out an option that lets brands turn their Instagram organic shopping posts into ads via the Ads Manager.

A spokesperson told MarketingLand:

“These new ads are based on the ways people currently like to discover and purchase products on Facebook and Instagram so the ad design and experience will be familiar.”

Enabling retailers to turn organic shopping posts into ads may make it easier for brands to reach intended audiences.

“Businesses have found success with shopping posts and will be able to reach new targeted audiences in a way that’s familiar to people,” the spokesperson added.

Facebook is currently testing the features with a small number of marketers. By creating a more frictionless shopping experience, the social media network aims to bolster its eCommerce advertising and shopping options.

In-app checkout is already available via Instagram. And 59% of Instagram users have previously said they are open to making a purchase on the app.