Facebook is kicking off the holiday shopping period with a new series of eCommerce-focused events that aim to encourage the use of Facebook and Instagram shops, while it’s also looking to provide more support for SMBs, with a focus on Black-owned businesses.
First off, Facebook’s launching a new series of daily live shopping events, on both Facebook and Instagram, which will showcase the latest gift trends and deals.
As per Facebook:
“Some of the biggest brands, including Benefit Cosmetics, Cocokind, Macy’s, Paintbox Nails, Tanya Taylor, Ulta Beauty, Vuori and Walmart, will host live videos that allow you to shop the latest holiday trends from the comfort of your home.”
The project is an extension of Facebook’s initial live shopping experiment, which it launched back in May, as a means to tap into the rising interest in eCommerce.
The FOMO-factor of live-streaming, combined with limited-time offers, can drive stronger purchase response, and Facebook will be looking to boost this as a larger shopping consideration through this new showcase.
Instagram will also feature trending products on the Shop tab “from drops to collections curated by creators you love”.
In addition to this, Facebook’s also launching a new discounts program for shoppers that purchase through its apps.
“This season, we’re bringing exclusive gifts to Shops that will be available when people checkout on Facebook or Instagram. You may find gifts from Facebook and Instagram, like 20% off your first purchase and free shipping, when you complete an eligible purchase directly on our apps. And when you make an eligible purchase directly on Facebook or Instagram, you can also refer up to 10 friends to take advantage of an exclusive deal.”
It’s not clear exactly which brands or purchases qualify for these discounts, or whether Facebook is implementing them at random (and paying the difference), but again, the alerts will work to amplify its shopping options, and drive more purchase behavior through its apps.
Facebook’s also looking to provide more assistance for Black-owned businesses, specifically, which have been significantly impacted by the pandemic. “This year, we’ll continue to support businesses that need it most, starting the return of #BuyBlack Friday to encourage people to support Black-owned small businesses.”
“Starting on November 5th, you can tune in every Friday in November to the #BuyBlack Friday show. The show will feature Live Shopping segments from Black-owned businesses including Shaquanda’s Hot Pepper Sauce, House of Takura and Obia Naturals, in addition to special guests and other surprises. You can also check out #BuyBlack collections, available weekly in the Facebook Shop tab starting November 1st and on the Instagram Shop tab starting November 5th.”
And finally, Facebook’s also adding some new features for Marketplace, including new features.
That could make it a key inflection point for Facebook’s shopping ambitions, which could accelerate development, and help improves its processes on several key fronts.
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