Facebook tests live video shopping

Anne Freier | December 23, 2019

Mobile Advertising

Facebook is currently testing a shopping integration for live video, according to sources familiar with the matter.

The social media giant acquired video-shopping start-up Packagd earlier this year to expand its shopping features from within live video feeds.

Packagd has experience of building in-video shopping tools for YouTube and with Facebook’s acquisition, it could soon launch a similar integration for Marketplace.

Facebook didn’t provide much additional information when questioned by Bloomberg, but the source told the news site that the feature would enable users to make purchases whilst they’re watching live video broadcasts.

If that sounds like a QVC reimagination for social media then that’s because it is. And Facebook seems to be onto something.

Chinese eCommerce giant Alibaba has already shown that live video shopping is growing in popularity with Single’s Day generating $28 billion in sales and much of that coming from live video feeds.

And Facebook isn’t the only company eyeing the idea – Amazon is also doubling down on its live shopping efforts.

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