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Facebook continues to chase retailers with added features that will make it easier for customers to shop directly on the social platform's mobile app, reports AdWeek. Facebook has tested buy buttons in the past, but now it's refocusing its efforts on a shopping tab, quicker access to landing pages for brands and products, and ads that load faster.
Facebook is implementing a program called Canvas that will make it easier for retailers to improve the shopping experience on the app. The Canvas function will work by letting customers who engage with a retailer's ads go directly to their shoppable section on the Facebook app.
Facebook is also experimenting with a new Shopping tab that aggregates products from a variety of different retailers on the app under one umbrella. These new features are a way for retailers to leverage what is already working for retailers on Facebook's app, and that's the platform's Carousel ads. The carousel ads are the stitched-together videos and photos retailers can put together for Facebook. For brands, like Neiman Marcus, these ads are driving three times more conversions and click-through rates 85% better than other forms of advertising.