Facebook launches ‘Shop’ tab, live shopping instant messaging functionality in latest retail push

Facebook is launching a ‘Facebook Shop’ tab within its main app alongside a range of other ecommerce features as it continues to transform itself into a retail destination.

Facebook Shop is being tested in the US allowing users instant access to the social media giant’s new Shops platform, which is now being rolled out globally, via its core app.

Similar to Instagram’s recently launched ‘Shop’ section the new functionality provides users with a destination, separate from Facebook’s peer-to-peer Marketplace platform, where they can browse and purchase goods from various businesses in-app.

It has been launched in conjunction with a range of new features for retailers selling on Facebook, including a new chat feature letting sellers communicate with customers via Messenger, Instagram Direct and WhatsApp as well as new design layout options.

READ MORE: Facebook launches “Shops” across all its platforms in major challenge to Amazon

A new ‘Live Shopping’ functionality is also being launched on both Facebook and Instagram where sellers can host live streaming events where shoppers can purchase items directly.

Meanwhile Instagram is also rolling out its ‘Checkout’ feature across the US and will waive transactions fees until the end of the year.

“We’ve seen live shopping take off in other parts of the world,” Instagram’s vice president of product Vishal Shah told Tech Crunch.

“The pandemic has really changed behavior from a consumer perspective, so we’re moving as fast as we can to bring out these tools to help (businesses respond).”

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