Facebook continues to evolve its purchasing tools on the platform, this time with the addition of new shipping options on Marketplace, which will allow people to expand their pool of items to buy, thereby facilitating more e-commerce activities in the app.
As you can see in this example, Marketplace delivery, which is now available to UK users, will allow sellers to add a delivery cost estimate to their listing, expanding their audience of potential buyers.
Marketplace browsers will also be able to filter their searches based on shipping options, making it easier for them to find extended listings and sellers.
The whole process is a lot like eBay, even down to the notifications the buyer eventually receives:
Which makes sense – Marketplace is eBay on Facebook. And while it doesn’t get as much attention, it’s a growing element of the app, with one billion Facebook users now browsing market listings every month, providing a key gateway for them. the company’s broader ambitions in e-commerce.
Ideally, Facebook would like to make all posts on Facebook and Instagram purchasable, which would lead to new usual behaviors in its apps. Eventually, users would eventually get used to being able to buy the products displayed in every post they see, which could fuel whole new buying behaviors and make Facebook apps a key connector for many other brands and merchants. .
The success of Marketplace is a key marker of potential here, and highlighting this, Facebook has also shared new information on the most popular product categories on Marketplace ahead of the holiday season.
As you can see from this graph, the most popular categories on Marketplace in the United States include housewares, furniture, baby and kids’ items, women’s clothing and footwear, as well as (surprisingly enough) cars, trucks, and motorcycles.
I’m not sure I would be willing to buy a car on Facebook, but it’s clear a lot of people don’t have the same reservations.
Facebook also says that in September, the most sought after items on Marketplace in the United States were desks, sofas, patio furniture, RVs, and boats, in keeping with the warmer weather and reopening in many areas.
“Over the summer, we also saw a 60% increase in interest in clothing on Marketplace in the United States. Supply also increased during this period, with the number of clothing for sale listings increasing by 20%.
It’s interesting to see how the Marketplace evolves, with new SEO options, and advertisements for brands incorporated into the mixture.
Facebook has also been working to improve the security of the marketplace buying process, recently adding new things like dating preferences to lists.
There have been significant concerns on this front, in particular, with various criminal incidents, even murders, related to Marketplace meetups. This is a key issue for the Growing Option, but with the addition of shipping into the mix, it could help alleviate some of these concerns, while also facilitating even more direct and flow-through buying potential, with a reach of one billion researchers every month.
It’s worth considering what this might mean for your own ecommerce ambitions and the reach of your pre-holiday advertising.