A few hours ago is confirmed the rumors that we spoke of a new project Facebook in the segment of e-commerce. The most popular worldwide social network launched Facebook Marketplace, a service of sale that its users can be used in a similar way as today are used as Wallapop, second hand or Milanuncios.com in our country.
The offer is not available at the moment in Spain, but marks a new attempt of Facebook by succeeding in a segment in which it has never managed to settle. Will you get with the Marketplace to find the key?
The interest exists, the execution fails
Sales groups are among the most visited among the users of Facebook, a social network in which the possibility of buy and sell second-hand products was a constant for years.
Facebook Marketplace simply facilitates all this interaction, offering a navigation system organized by themes that allows us, as in the case of Wallapop, find products of interest from people who are relatively close to us.
Integration with Facebook Messenger is another key of the service, and Facebook believe that chat with users who have Facebook profiles It will be much more interesting to buyers and sellers because ones and others can explore the profiles of the other party and prevent possible bad experiences for the sale.
The service is already operating in United States, United Kingdom, Australia and New Zealand as part of their application mobile, but curiously There are notable absences: dont have a system that allows both buyer and seller are qualified and believe that reputation throughout the various operations of purchase and sale, and you can either pay through the application.
Facebook does not get along with e-commerce
Efforts by Facebook to conquer the field of e-commerce There have been many and varied. In 2007 he tried to first take advantage of his popularity to launch “Marketplace”, which offered a similar idea to the present one which never managed to materialize in the market and ended up disappearing in 2014.
The same happened with Facebook Gifts, an online gift shop that closed its doors in 2014 without achieving that users used Facebook as a platform to buy and make gifts after a couple of years. The button “Buy” that have appeared in news feed ads have appeared frequently in recent times, but its success has also been very limited.
Jordan McKee, 451 Research senior analyst explained that “it is no exaggeration to say that [electronic] Commerce is the Moby Dick of Facebook”. The company has tried not only on its own: many successful online stores have tried to expand that popularity by taking advantage of this social network and they have failed.
A good example is the service of selling flowers online 1-800-Flowers that is a benchmark in United States: to make the leap into Facebook in 2009 and placed as one of the first to take that step they expected a remarkable expansion of your business. The expansion never occurred. Not at least through Facebook, of course.
Some believe that the lack of an integrated payment system PayPal, Amazon or Stripe Style is one of the major problems of the social network. Only a small fraction of its users store data in their profiles, and as Jason Goldberg, Razorfish Agency, “Facebook faces a tough battle to persuade its millions of users to trust them and give them your credit card details”.
The failure of Facebook in this field by contrast, services such as the Wechat, one of the true global phenomena of the mobility segment. The application of leading messaging in China is much more than that, and for its millions of users pay through such application is something completely common.
The keys to Facebook Marketplace to combat Wallapop
How can Facebook Marketplace compete against its rivals? In United States the reference is Craigslist, that service with a particularly striking but functional design for your users: simplicity is the flag of Craiglist, and on Facebook, they believe that they can combat the arguments of that service there.
The features that Facebook Marketplace wants to compete in the United States are the same that could be used to do so against Wallapop in our country if the service just expand worldwide as expected. The Facebook believes that that confidence plus giving to interact with other Facebook profiles can be a sure bet: hardly we know nothing of the buyer or seller to use Wallapop on Facebook if we can explore the activity of those people before beginning a transaction.
Facebook is also focused fully on the mobile, and the social network you want to take advantage of the fact that Facebook is already one of the applications that users spend more time on a daily basis. The “Marketplace” tab now occupies pride of place in the updated Facebook application in those countries where it has debuted the service, and those responsible for the project hope that direct access to incite users to take advantage of that option.
Also is the subject of the photos: in other trading services users might be too “intense” when describing the products with too much text. The images they prevail in Facebook Marketplace even more than in Wallapop, and that visual bet could also be key to the future of this new attempt to conquest of the e-commerce.