Facebook has launched a buy button beta program with Shopify that will allow more merchants to sell their products on its platform. This will make it easier for users to shop without leaving the social networking site.
The move to step up its efforts in e-commerce comes weeks after Pinterest and Google issued similar announcements.
Facebook has been reportedly testing the buy button with selected merchants since July 2014. Now, the social network is opening the feature to more merchants.
Shopify revealed that it has started inviting merchants from the US to join the program, which allows them to post their products with buy buttons, promote them with paid Facebook advertisements, and manage the orders from Facebook.
While the feature is not available to all sellers, Shopify said that merchants who would like to receive an invitation can sign up on its website to express their interest.
“We help our merchants connect to their customers, wherever that may be,” said Satish Kanwar, director of product at Shopify.
“As Facebook is one of the highest drivers of traffic to all Shopify stores, we’re excited to offer it as a channel.”
Facebook has not indicated when the public can expect the buy button’s full rollout. However, a spokesperson said that the Shopify data would help the company “understand how the feature can drive sales for a wider variety of merchants.”
Retailers hope that the rise of buy buttons on Google and other social networking sites will make it easier for users to shop using their smartphones, boosting e-commerce sales.