Facebook rolls out exciting new sales tools to help businesses

Competition is stiff for ecommerce businesses and times tough for small businesses but a series of new tools could make life easier. Facebook has this week announced the launch of four additional ecommerce features which it says are designed to help ecommerce businesses to connect with more customers and convert for sales via Facebook, Instagram and WhatsApp.

The social network says more and more of its users are increasingly logging on not just to catch up with friends, families and brands they follow but as a discovery engine for new products and services. It says that almost three quarters of all users (74%) use Facebook to discover new products online, and many will go on to make a purchase.

To help its business users tap into this potential, four new tools have been unveiled.

1.   Shops on Instagram to get reviews

We all know by now that reviews play a vital role in the consumer purchase process. With that in mind, Facebook says that Shops on Instagram will now showcase customer ratings and reviews. This means those who have previously made a purchase from an Instagram Store will be able to rate their experience with text, image and video reviews.

This tool will roll out fully over the next few months to give shoppers on Instagram more decision-making power, with Facebook explaining, “We always want shoppers to feel confident in the purchases they make, so we’re giving people more information before they buy…These changes will help people make more informed decisions on what to buy, and will let businesses know if they are meeting customer expectations.”

2.   AR Try On to be Expanded

Brands will be able to use Augmented Reality to allow Facebook users to ‘try on’ products, beginning with beauty retailers. The tool will be expanded to other categories of businesses as the year progresses.

The AR tool can be integrated with product catalogues via API and will soon also be available as an advertising option too. This would see relevant users being encouraged to ‘try on’ a product using the AR tool in ad format.

3.   Marketplace opened up to brands

Facebook marketplace will be opened up to Facebook and Instagram Shop owners, giving an additional avenue for ecommerce businesses to reach social media users shopping for goods online. According to official figures, Marketplace already welcomes around one billion users each month, making this a significant opportunity for brands. This feature is currently open to US businesses only but is set to be expanded to additional territories.

Businesses will need to have a Shop set up on Instagram or Facebook to be eligible.

WhatsApp will also showcase Shops, with WhatsApp users able to see the entire inventory of products, obtain product information and chat with a representative.

4.   Personalised Ads

Finally, ecommerce businesses will also be able to launch highly personalised adverts which will direct users back to curated Shop collections. These adverts will boost conversions by sending shoppers through to relevant products based on previous purchase behaviour. Further developments are in the pipeline to refine this personalisation even more, with Facebook sharing that advertisers will soon be able to offer specific promotions to select users only.