La venta online llega por fin a Facebook
Con la llegada del botón Comprar, Facebook, la gigante de las redes sociales, da un paso fundamental en los servicios de venta online que ofrece a empresas.
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July 21, 2014
Online sales finally arrive on Facebook
Last Thursday, Facebook began testing its new "Buy" button in the United States. We are gradually seeing the new trends in business services and online sales that social networks are looking to implement.
Online sales on social media
It has been some time since Twitter and Facebook announced new improvements to their respective social networks regarding online sales functionalities for businesses, allowing users to purchase products through these social media platforms.
Facebook, the first to announce this type of online sales service, has once again beaten Twitter to the punch by conducting initial tests last Thursday with a new " Buy" button. This button allows users to purchase products shared in posts, whether on fan pages or in promoted ads, on both desktop and mobile versions. These tests are being carried out with a select group of US companies, and if all goes as planned, we will likely soon see ads on our Facebook news feeds where we can buy products with a single click.
With this, Facebook takes an important step in integrating ecommerce services into its platform, allowing companies to sell their products without needing to go through a web application that centralizes all of the company's online sales activity, thus giving small, medium or large companies yet another reason to establish a communication channel with their customers through social networks .
The good and the bad
From our perspective, this has both positive and negative aspects. On the positive side, it offers opportunities for companies without an online sales website, leveraging Facebook's powerful reach to connect with a massive and diverse audience. This allows for precise segmentation and definition of the ideal customer profile for each product, thanks to the numerous marketing tools available.
The downside is perhaps that, because of this, companies may shift their commercial activity solely to social media, given the convenience it offers, forgetting and neglecting the search engine ranking provided by a well-optimized online store. Let's remember that, like in many other parts of the world, in Spain we are Google-dependent , and the current reality is that the search engine par excellence doesn't place much value on Facebook posts , either because they doubt the quality of these posts, as they themselves claim, or because they are not interested in promoting their competitor's content. The fact is, whether we like it or not, if you don't exist for Google, you don't exist.
In any case, it is becoming increasingly clear that the trend among social media giants is to opt for this type of service, taking advantage of the benefits that offering this type of platform for online sales can bring them.
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