Is the Future of Facebook Commerce in Auto-pay?
One emerging social commerce trend, mobile shopping, makes it easier for people to shop usimg small mobile devices. Facebook is focusing on the mobile aspect of social commerce with Facebook Auto Fill, a service announced in September.
"This new Facebook feature is a partnership with payment providers," Constine says. "It's basically a social identity layer ... on top of payment providers that ecommerce apps already use."
The goal is to put an end to typing billing details on a small screen. Entering billing information is cumbersome on a small screen; in mobile commerce it's a common reason for cart abandonment. Facebook created an "Auto-Fill with Facebook" button that pops you out of the ecommerce application to your Facebook account, where you have previously entered credit card information.
"It lets you lets you verify that you intend to use the same credit card billing information associated with your Facebook account," Constine says. "Then you pop back in the commerce app, and your billing information is automatically filled in with just a couple quick taps on your device."
According to Constine, Facebook doesn't process the payment or earn revenue directly from the mobile commerce tool, but the social network does get to peek at what Facebook users purchase online and correlate that back to their advertising.
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