Facebook is taking the next step in its evolving eCommerce push with the introduction of a new “Live Shopping Fridays” series, which will see the platform host live-streamed shopping experiences, in conjunction with selected retailers, that will invite viewers to ask questions about products, and make purchases, all in-stream.
Starting this week and every Friday through July 16, enjoy shoppable live videos from beauty and fashion brands. For shoppers, this means you can discover the latest products from your favorite brands and ask questions about size, fit and tips in real time.
And for brands, Live Shopping offers a chance to build relationships with customers, provide new entertaining content, answer questions and streamline the purchase process through convenient checkout with Shops.
Among the brands taking part will be Abercrombie & Fitch, Clinique and Sephora, each of which will offer up experts to provide real-time answers to viewer questions, as they showcase their latest offerings.
The initiative is almost exactly the same as the live-stream shopping broadcasts that TikTok has hosted with Walmart, and is planning to host more of in future.
For brands, Facebook‘s reach is unmatched, at 2.85b monthly active users on the main app alone, and the integration of in-stream purchase tools could make the platform a key tool for consumer connection, particularly as reliance on eCommerce continues to rise.
For users, that will improve product discovery, by increasingly enabling them to go from seeing a product in a post to owning it, changing shopping behaviors in the app.
And for Facebook, it wins out with increased user activity, while it would also, eventually, take a cut of all purchases processed, adding another element to its broader business push.
Users will be able to tune in to Facebook’s Live Shopping streams on each brand’s Facebook Page or by visiting the Shop tab.