Facebook’s Big Commerce Upgrade

While we live in the “there’s an app for that” era, most SMBs don’t want to build an app or don’t have the ability to do so in a productive way. Facebook wants to help by allowing them to customize their business pages such that they really don’t need to, since those pages will be able to act as digital storefronts.

Facebook is upgrading Pages, and that redesign comes complete with tabbed browsing for mobile. Within that layout, business owners can create a storefront that allows FB users to shop products or review service lists.

11891347_684775194985827_1052862395_nThe upgrade comes with Facebook Buy buttons — powered by Shopify — that make all commerce an “in-site” experience, though the social network is also reportedly testing Buy button variations that guide users back to a business’ website.

These upgrades are the largest changes to Facebook in about three years.

“There’s nothing small about small businesses,” COO Sheryl Sandberg noted during the products rollout.

Sandberg went on to note that the cost of building out an app and app maintenance infrastructure often outstrips tight SMB margins and that Facebook’s new and improved Pages is aimed at offering a free resource that stands as a better option. That’s why it’s starting to build out Sections specific to different types of businesses.

According to TechCrunch, Facebook’s strategy here seems to take a page from WeChat’s book in China, which offers a similar service for businesses.

Facebook, if successful, could trigger smaller merchants to use the Web somewhat differently. Instead of directing shoppers directly to its site, the commerce-enhanced Facebook Pages might offer more bang for a small business’ digital buck. This boosts FB’s bottom line, as those businesses have a reason to direct their advertising spend toward the social network (instead of, say, Google).

“Pages are free. The more businesses we have on the platform and the more value they’re able to generate from their Facebook Pages … there could be benefits to our business more broadly,” noted Facebook Product Marketing Director for Pages Benji Shomair.

When asked directly by a TechCrunch reporter if the move could also boost sales, Shomair conceded it could.

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To check out what else is HOT in the world of payments, click here.

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