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Facebook’s New ‘Want’ Button

Facebook tried and failed with its own shops but they’ve now brought out the Facebook ‘Want’ button, something that could revolutionise social media for retailers.

It’s being rolled out to a number of merchants including Pottery Barn, Victoria’s Secret and Fab.com. Users can browse through the items they like and click ‘Want’ on anything that catches their eye.

These items then go onto a wish list, which is available for all their friends and family to see. This is great in the run up to Christmas when people are thinking about what to buy their loved ones.

For a business this could mean more exposure of products rather than relying on users to share something directly from the website. This new mechanism just takes one click and a whole new group of people can see a product.

Currently, the best way to show off your products is in a gallery on your Facebook page. Casual browsers might not delve that deep into a retailer’s page or some products could be missed.

Alongside the ‘Want’ button, Facebook is testing something called Collections with these selected retailers. People will be able to see these Collections in their timelines and will be able to engage with them and share anything they like with their friends.

Each product will have a ‘Want’ button and when a user hits it they will be prompted with “why do you want this?” Their explanation and an image of the product will appear in their friends’ timelines. There will also be a ‘Buy’ button that allows other users to buy the product as a gift for the person who wants it, or for themselves.

That ‘Buy’ button will take people to the retailer’s transaction page and although Facebook isn’t making any money off this during theses tests, there is the potential that they could take a cut in the future. The good thing is that businesses can direct people straight to the purchase page for that particular item. This makes the customer journey very simple.

If all goes well with these tests then we’ll probably be seeing a lot more of the ‘Want’ and ‘Buy’ buttons, which could revolutionise social shopping.



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