Facebook makes shopping more accessible, targeted

Dan Berthiaume
Senior Editor, Technology
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Facebook is doubling down on shopping features available on its platform.

The social media giant is bringing its Facebook Shops online storefront feature to more places, and is also personalizing the ads that customers are served.  Facebook will offer Facebook Shops on the WhatsApp messaging platform and Facebook Marketplace social commerce platform.

In addition, Facebook is introducing Shops ads that will provide a personalized ads experience based on a customer's individual shopping preferences. Facebook Shops was initially launched in August 2020. 

Facebook Shops inventory is currently available on Facebook Marketplace in the U.S., with on-site checkout. In addition, Facebook plans to start testing an artificial intelligence (AI)-based visual search feature on Instagram.

“We’re committed to meeting our customers where they are – and as our digital business continues to grow, we’re already witnessing the benefits of social selling as our customers increasingly utilize platforms like Facebook and Instagram for fashion and outfitting inspiration,” said Kristin Scott, global brand president, Abercrombie & Fitch, during a digital event announcing the new Facebook features. “They allow our brands, and the people behind them, to share real-time information and inspiration. This is just the beginning; we’re excited to continue partnering with Facebook and Instagram on the future of digital commerce.”