18 Jul 2014

Facebook Testing a BUY Button for Direct Purchases

Facebook has announced it’s testing a new Buy button for direct purchases from within the social platform. The feature seeks to help businesses sell directly on Facebook on Pages and in News Feeds.

“With this feature, people on desktop or mobile can click the “Buy” call-to-action button on ads and Page posts to purchase a product directly from a business, without leaving Facebook,” the announcement said. “We’ve built this feature with privacy in mind, and have taken steps to help make the payment experience safe and secure.”

Facebook ensured users that no credit or debit card data used for completing transactions will be shared with advertisers. Also “people can select whether or not they’d like to save payment information for future purchases.”

From a security perspective, buying goods on Facebook could be an issue if it tracks users’ history or if it stores their financial information – something that is not clear from the company announcement. Without proper security measures, it could also lead to Facebook scammers social engineering users into passing out their credentials and, therefore, their financial information. There are many unknown scenarios as Facebook hasn’t yet outlined security measures it would take if it introduces this feature.

Few US-based small and medium-sized businesses are participating in this test, as it is currently limited. Facebook also promised that, once it has gathered feedback, more information about the test will be shared.