Hot on the heels of Instagram announcing their in-app shopping feature, Facebook has announced that it too will be launching a mobile shopping experience.
Called the ‘Collection’ feature, companies will be able to share video advertisements that users can click on to be directed to a shopping page. On this page, companies can showcase up to 50 items at a time, and users can click on items of interest to be directed to their corresponding brand website for more information or to make a purchase.
The purpose of the Collection feature is to utilise video, which users have been increasingly viewing on mobile devices, to lure in consumers who will then be prone to browse and shop.
Additionally, Facebook is also launching a metric that can track how many people go through the entire experience (up to making a purchase). This will allow brands to examine the traffic Facebook is driving to their sites.
Currently, the likes of Adidas and Tommy Hilfiger are using the video shopping feature, with more expected to join when the venture goes live in the near future.
