Facebook is in the phase of testing shops with ‘Buy buttons’ inside of pages. People have used Facebook for product discovery in the past, but with the introduction of the ‘Buy button’ they will be able to buy the products and complete the transaction on it as well.

The other major players like Twitter, Pinterest and Google are experimenting with the ‘Buy button’ and integrating commerce in the social media experience.

Ecommerce sites will have to change their social media and content strategies accordingly.

They will have to shift focus from trying to build engagement and brand value and instead focus on getting their audience to actually make a purchase.

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