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NEWSLETTERS Current Issue Facebook tests consumer ‘Buy’ button to help businesses
Facebook tests consumer ‘Buy’ button to help businesses PDF Print E-mail
Written by Christine D. Johnson   
Monday, 21 July 2014 03:26 pm UTC

Facebook-BuyButton-webFacebook is now testing a new feature to help businesses drive sales through the site in News Feed and on Pages.

With the feature, people on desktop or mobile can click the “Buy” button on ads and Page posts to purchase a product directly from a business without leaving the page they’re on and without leaving Facebook.

Facebook is taking steps to make the payment experience safe and secure. None of the credit- or debit-card information people use on Facebook will be shared with other advertisers, and people can select whether or not they’d like to save payment information for future purchases.

The current test is limited to a few small- and medium-sized businesses in the U.S.

The opportunity could be beneficial for small businesses—including Christian retail stores—that have a page on Facebook.

“This represents a tremendous opportunity for savvy small businesses to generate sales in real time,” Brian Solis, principal analyst at Altimeter Group, told CNN Money. “This is an opportunity for innovation.”

Previously, the social-media giant made another e-commerce attempt with Facebook Gifts, but it ended in less than a year.