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02/11/2021

Shopify continues social expansion with Facebook payment integration

Dan Berthiaume
Senior Editor, Technology
Dan Berthiaume profile picture

A major e-commerce platform is facilitating payments for its retailers on Facebook and Instagram.

Shopify is now providing its Shop Pay secure online payment solution to retailers on its platform who also sell on Facebook and Instagram. As Shopify director of product Arpan Podduturi told Chain Store Age in a recent exclusive interview, the company sees social media as a major platform for digital commerce. 

“Our merchants need to be selling where their customers are—and increasingly that means across social platforms,” Podduturi said in the interview. “Based on our recent research, we know that three-quarters of our merchants plan to sell through some type of social media.”

In October 2020, Shopify integrated shoppable TikTok videos directly within its site. With its latest social media integration, consumers on Instagram and Facebook will see Shop Pay as a payment option in Facebook Pay. Shop Pay pre-populates their details and moves them through the payment process, directly on Instagram and Facebook. Once the purchase is made, consumers can track orders and see the carbon emissions offset from their purchases. 

“People are embracing social platforms not only for connection, but for commerce,” said Carl Rivera, GM of Shop product group, Shopify. “Making Shop Pay available outside of Shopify for the first time means even more shoppers can use the fastest and best checkout on the Internet. And there’s more to come. We’ll continue to work with Facebook to bring a number of Shopify services and products to these platforms to make social selling so much better.”

Shop Pay is currently available in the U.S. as a payment option within Facebook Pay for all Shopify merchants using checkout on Instagram. This feature will roll out to Shopify merchants using checkout on Facebook in the U.S. over the coming weeks.