Facebook’s new attempt at e-commerce – the Facebook Buy Button

August 11, 2014

Digital Marketing Scot Wingo By Scot Wingo

Over on sister site, eBay strategies, (where we cover marketplace trends) we just wrapped a three piece exclusive series that digs into Facebook’s latest attempt at conquering e-commerce.

Here’s a brief guide – if you are interested in the intersection of social and e-commerce, we strongly recommend you follow this new path that Facebook is embarking on:

Part I/II – Introducing ‘Buy on Facebook’ (here)

To understand where Facebook is going here, you have to look backwards and deeper into where Facebook is as a company today.  In Part I we did just that with a brief history of Facebook’s flirtations with e-commerce as well as some amazing datapoints from Facebook’s recent Q2 results.  Did you know that Facebook now has over 1.3b monthly active users and 80% of them are using the site through mobile?  Have you heard of Lolly Wolly Doodle?

Part II/III – Tour: Completing a transaction and post transaction flow (here)

In part 2 of the series, we went on a detailed tour of the new Facebook Buy Button functionality. The conclusion – this is a very well thought out, scalable, and consumer friendly solution that could have a significant impact.

Part III/III – What does this mean? (here)

In the final post, we estimated what a successful Facebook ‘marketplace’ would look like and how big could it be?  When you have 1.3b users it doesn’t take much activity – low single digit usage and conversion rates – to create a > $10b marketplace.  What does this mean to the industry? What should you do today?  What will happen to Google, eBay, Amazon, etc.?


We hope you enjoy the series!


Get tips from the top retailers on Facebook as well as the network’s latest changes that affect retailers. Download Q2’s Facebook Commerce Index (FBCI) today!