Why publishers are testing an old Facebook tool originally designed for brands

With more publishers trying to prove their worth as commerce and affiliate partners, a growing number of them have dusted off an old Facebook feature. In the past couple months, several publishers have quietly begun testing Facebook Shop, which the platform first rolled out to Facebook pages in 2015.

Instead of simply trying to drive readers to commerce-focused content outside Facebook with text posts or videos, numerous publishers, including the Axel Springer’s Bild and Insider Picks and Hearst Magazines’ Best Products, are now attaching separate product listings to posts that are driving readers directly to storefronts from the platform.
With more publishers trying to prove their worth as commerce and affiliate partners, a growing number of them have dusted off an old Facebook feature. In the past couple months, several publishers have quietly begun testing Facebook Shop, which the platform first rolled out to Facebook pages in 2015.

Instead of simply trying to drive readers to commerce-focused content outside Facebook with text posts or videos, numerous publishers, including the Axel Springer’s Bild and Insider Picks and Hearst Magazines’ Best Products, are now attaching separate product listings to posts that are driving readers directly to storefronts from the platform.

Theoretically, this new approach shortens the distance between a publisher showing a reader a product and that reader buying said product based on that recommendation. It’s also publishers’ latest bid to show they can drive revenue for brands using their audience, one of the key motivations for many publishers investigating e-commerce.

Theoretically, this new approach shortens the distance between a publisher showing a reader a product and that reader buying said product based on that recommendation. It’s also publishers’ latest bid to show they can drive revenue for brands using their audience, one of the key motivations for many publishers investigating e-commerce.

[Source”timesofindia”]