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Facebook tests dedicated shopping feed

By Danielle Wightman-Stone

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Social media platform Facebook is testing a dedicated shopping feed that aggregates posts and photos about products on sale from different retailers.

The shopping feed will allow users to shop for clothing and other products directly from its app, via the Favourites section.

The move follows a survey from the company that showed that 50 percent of users come to Facebook actively looking for products, with a majority of them discovering new products in the News Feed, Pages, and Groups. Facebook is hoping the dedicated shopping feed will pull that activity away from those busy areas and make them easier to find.

This is just one of the several new advertising features it is working on, last month Facebook began testing fast-loading “immersive ads”, which allow retailers to host whole product catalogues on pages that load inside Facebook, instead of sending users to a separate mobile browser.

Other formats geared towards the shopping experience includes in-feed buy buttons so users don’t have to leave Facebook to buy and carousel product ads that allow advertisers to showcase multiple products and links in one ad.

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