New Facebook Features Expand E-Commerce Landscape







Ryan Fratzke

Partner & Executive Strategist,

Head of Client Acquisition



Facebook E-Commerce Updates for Online Retailers

According to Facebook, 74% of its users discover brands or products online. To leverage this mass audience, Facebook, Instagram, and WhatsApp are revealing new e-commerce features. 

These updates will:  

  • Broaden the audiences for any seller’s Facebook shop
  • Add the ability to add customer reviews on Instagram 
  • Create personalized ads for customers based on previous shopping activity
  • Expand the usage of Augmented Reality opportunities (AR) 

At Fratzke, we recommend that midsize businesses ensure their e-commerce platforms are as accessible as possible. In addition to a brand’s website, social media provides numerous opportunities to introduce new leads to your sales funnel. 

If your midsize business is searching for a partner to transform their e-commerce platforms into a lead-driving machine, schedule a 1-on-1 free consultation with Fratzke today. 

Facebook Shops Now Appear in More Locations

By setting up a Facebook Shop, online retailers can now showcase their products across Instagram and in some countries, WhatsApp as well. 

This greatly expands the reach of online retailers’ products by introducing it to new platforms without any additional work needed from the business. With over a billion people using Facebook Marketplace each month, this reach is likely to significantly increase in the coming months. 

With two billion active users on WhatsApp across the globe, select countries will now have a Shopping tab available. This will not only allow users to browse through a business’ product line, but also connect with the business directly with any questions. 

Facebook Adds Customer Ratings & Reviews to Instagram 

In the coming months, customers will be able to leave ratings and reviews in the Shops section of Instagram. Customers can even customize their reviews by adding photos of the product in use. 

By adding this feature, midsize businesses have the opportunity to highlight 5-star reviews while addressing any feedback or concerns. These interactions are extremely valuable as they humanize brands and provide detailed insight into the purchasing habits of consumers. 

Facebook Curating Ads to Customers

Based on prior activity, Facebook will begin sending shoppers personalized ads. This will increase their probability of making another purchase. 

In addition, Facebook shared that they are planning on adding features in the future that will allow businesses to send deals and promotions to a selected customer base. 

"We're launching the ability for a business to send shoppers to where you're going to be most likely to make a purchase based on your shopping behavior,” Facebook CEO Mark Zuckerberg said.

Facebook Developing Augmented Reality (AR) Shopping Experiences

Facebook is developing new APIs that will make it easier, faster, and more cost-effective for brands and advertisers to bring AR into their catalogs by the end of 2021. 

This will empower more businesses than ever before to provide a virtual try-on feature for their products. While AR is first rolling out to brands in the beauty category, our Fratzke Team Members hope it quickly expands to other online retailers. 

Looking for a digital marketing partner to elevate your midsize business strategy?

Schedule your free consultation with one of our experts today!



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