Social platform jumps into Amazon commerce

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Social platform jumps into Amazon commerce

By Dan Berthiaume - 04/16/2019 is integrating the Fulfillment by Amazon (FBA) e-commerce service with direct social media sales., a Singapore-based social media and messenger commerce platform, is enabling retailers and brands selling through Amazon FBA Prime to activate direct sales of their products on social media, messaging apps, and online without redirecting the customer to Amazon’s online marketplace.

Founded in 2017, enables the entire e-commerce transaction process to be completed on social and web platforms, such as Facebook, Messenger, Twitter, YouTube, and Instagram, at the moment a customer shows interest. Amazon merchants will now be able to seamlessly integrate’s backend engine with their Amazon dashboard, where they can manage and design their online POS system. Currently, is working with CPG provider Unilever to integrate its direct-to-consumer Amazon sales with its social media platforms.

The conversational bots are activated when a customer shows intent, which is measured through the use of a dedicated hashtag, direct messages to a business page, clicks on ads and boosted posts, or through’s offline-to-online capabilities. does not share any of the data collected at checkout with the social platforms, nor do the social platforms receive revenue off sales.

Direct social shopping is a growing e-commerce capability. Instagram recently launched “Checkout on Instagram,” which enables customers to browse, select and purchase products inside Instagram. And Pinterest has rolled out “Shoppable Pins,” which let users directly proceed to purchase a product from a retailer’s website by clicking on its pin image.