Facebook Adds Shops to WhatsApp & New E-commerce Updates

Facebook Expands E-commerce Capabilities Across Platforms

Facebook is streamlining the purchasing process for users, integrating shopping features directly into its apps. Alongside the existing prominence of Instagram Shops and Facebook Marketplace in the bottom navigation, shopping is now extending to WhatsApp, alongside several other updates.

New E-commerce Features Announced

During a Live Audio Room session, CEO Mark Zuckerberg unveiled three key e-commerce enhancements coming to Facebook’s suite of products: Shops on WhatsApp and Marketplace, Shops Ads, and Instagram Visual Search.

Zuckerberg highlighted the vast reach of Marketplace, stating that over 1 billion individuals utilize it monthly. Consequently, Facebook is facilitating the integration of businesses’ Shops into Marketplace to broaden their customer base.

When browsing a shop via WhatsApp, customers will be provided with the option to engage in direct communication with the business prior to completing a purchase.

WhatsApp Business Enhancements

Facebook recently announced improvements to WhatsApp Business at its F8 conference. Previously, establishing a business account could be a lengthy process, taking weeks to complete. Now, businesses can register in a matter of minutes.

Despite WhatsApp’s extensive user base of over 2 billion globally, only approximately 175 million users currently interact with WhatsApp Business accounts daily for purposes like customer support. Given Facebook’s focus on expanding e-commerce across platforms like Instagram, extending these capabilities to WhatsApp is a logical progression.

The implementation of Shops within WhatsApp is scheduled to begin shortly. Shops inventory within Marketplace is currently available for Shops in the U.S. that offer on-site checkout.

Personalized Shopping with Shops Ads

Shops Ads are designed to deliver a more tailored shopping experience, adapting to individual user preferences and purchasing patterns. Zuckerberg explained that the system will direct shoppers to the most likely point of purchase based on their established shopping behavior.

AR Dynamic Ads are now accessible in the United States. Companies such as Huda Beauty and Laura Mercier are leveraging these ads to allow customers to virtually try on products, like lipstick shades, using augmented reality before making a purchase. These experiences are enabled through API integrations with Modiface and Perfect Corp.

Instagram Visual Search – Discovering Products Visually

An AI-powered Visual Search feature is slated for testing on Instagram in the coming months.

Zuckerberg emphasized that much shopping begins with visual inspiration, where users encounter an item they admire and then seek similar products or information on how to acquire it. He believes that artificial intelligence can significantly aid in this process.

This AI will enable users to upload images – even those not originally posted on Instagram – to locate comparable items. While companies like Cadeera, Donde Search, and Stye.ai have pioneered this technology, its integration into a major platform like Instagram has the potential to reshape shopping habits, aligning with Facebook’s current objectives.