Our Obsession With Convenience Will Make Facebook The World’s Largest Commerce Platform
In this guest post, managing director of social and content agency We The People, Jacob Arnott (pictured below), says if you reckon Facebook is all-pervading now, you ain’t seen nothin’ yet!
Earlier this year, a Facebook executive told a panel at the eTail tech conference in Palm Springs that Facebook’s new focus was “to help retailers through the purchase and post-purchase phase.” Typically, when Facebook has ever discussed “helping” an industry, they really mean they’re gearing up to ‘disrupt’ that industry.
Translation: Facebook is looking to disrupt retailers through the purchase and post-purchase phase.
Facebook has long mapped out publicly their aspirations to drive a ‘zero friction’ purchase future but has yet to cash-in on the ability to complete product purchases on-platform. Facebook ran a pilot of their ‘Checkout for Instagram’ feature last year which gives users the ability to purchase products inside the Instagram app without having to visits a brand’s website and input their credit card or postage information.
And by all reports, it was a roaring success. Adidas reported a 40% increase in online sales in the US during the first three months of 2019, largely attributed to their involvement in the Checkout beta trial.
You might scoff at those headline results, but the behavioural insights driving this innovation suggest that Facebook’s momentum towards becoming a commerce platform, has the potential to cause significant disruption.
Uber offered us a way to order a ride with the touch of a button and without the need to talk to another human. Netflix removed the need to visit your local Blockbuster on a Friday night. Google sorts through billions of webpages to show you the information you’re most likely looking for.
Our obsession with convenience made Tinder the place you’re most likely to find your partner and our society effectively cashless with tap-and-go technology. A frictionless, convenience-driven experience has time after time won in the market.
It shouldn’t then be such a surprise that when we mix this love for convenience with one of the biggest pools of your personal data (your Facebook and Instagram accounts), that we’re running headfirst into another consumption disrupting event.
But this wave of disruption won’t land with a big bang. It will bubble up as a trickling stream that will eventually become a raging river.
Uber Eats and Deliveroo have had a similar impact on the hospitality industry, slowly but surely dragging revenue streams away from in-store dining in favour of a lazy night-in. This hasn’t shuttered fooderies; however, it has had a profound impact in how they operate, including the opening of delivery-only ‘dark’ kitchens.
When Facebook’s pivot to becoming a commerce platform takes full flight, retailers won’t close, history says they’ll just be forced to pivot.
In Facebook’s social commerce utopia, we’ll see a previously unseen trifecta of behavioural forces. Single-touch convenience will be mixed with an algorithm that knows you incredibly well, in a forum observed (and judged) by hundreds of your closest online friends.
Unlike Amazon and the already disruptive impact it’s having on retailers around the globe, Facebook already has a captive audience that spends hours a day liking, sharing and messaging. Amazon can help you find what you’re looking for, but Facebook will be able to help you find what you’re not looking for – and help you buy it straight away.
So, should we take this incoming disruption as an exciting new reality or scary horizon?
In Facebook’s new commerce reality; the performance of your Instagram posts will be measured in dollars, not likes. Influencers will become your brand’s most important in-store assistants. Brands and retailers that are able to quickly adapt and integrate social commerce will likely do well. Building a digitally led brand on social media will be the key to disruption-proofing a brand.
All the pieces of this puzzle suggest that if they get this formula right, Facebook will become a fully-fledged commerce platform to be reckoned with.
Fortunately, or unfortunately for retailers, this next wave of disruption might be closer to hitting the shore than we think. Facebook has ramped up its rollout of new products and features in-light of the coronavirus crisis driving a surge in attention to the platform.
Facebook Engineers began testing the integration of Facebook Pay (their version of PayPal) on Instagram late last month, suggesting they may be gearing up to go wide with ‘Checkout’ sooner rather than later.
Latest News
Cartelux Extends Agreement With MINI
This should come as good news for all 'Small Car Only' car spots in shopping centers.
“Bots Are Programmed To Sell, Not Care!” AI & Algorithms Roasted In Creepy Robot Ad For US Travel Brand
Arguably no one’s copped it harder than the travel business since the arrival of the Wuhan bat flu. But with vaccines now rolling out, the hope is we’ll all soon be taking to the air (or boat, car or ferry) anytime soon for our next vacation. Enter a new campaign for US travel brand Internova […]
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia. Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]
Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Mega Sports Blunder Wrap! Testicles, Streakers, IKEA’s Ronaldo Stunt & What’s Under A Scotsman’s Kilt
B&T's condensed a week of sports disasters into this handy read. Stranger still, it's sans any NRL players whatsoever.
HEADS UP: Entries For B&T’s Best Of The Best Awards Close This Week!
B&T’s Best Of The Best Awards close this Friday! So don't prove yourself the fool of the fools by missing out.
Fiftyfive5 Expands Local And Global Talent With 45 New Hires
Insight-led consulting business Fiftyfive5 reports continued growth with 45 new hires between June 2020 and June 2021 across all geographies and levels, bringing the agency headcount to 147.
Ben Roberts-Smith’s Defamation Trial Put On Hold While He Awaited COVID-19 Results
Yes, the Ben Roberts-Smith defamation case sent to run for weeks amid reports Ben's already run out of ties.
Samsung CMO Josh Grace Among Several To Exit Tech Giant’s Corporate Marketing Team
Samsung CMO Josh Grace announces departure. Can now reveal he was secretly watching Apple TV the entire time.
Everything You Need To Know About The New DDO Laws & How They Will Affect Your Marketing Campaigns
Here's all you need to know about the new DDO laws. That's design & distribution obligations, not Doris Day's obituary.
Shopper Media Expands ISPT Partnership To 20 More Shopping Centres Nationwide
Shopper Media, Australia’s fastest-growing retail out-of-home media company, today announced its expanded partnership with ISPT that will see it install 230 screens across a portfolio of 20 shopping centres nationwide.
Red Bull Launches An Office Games Tournament In Australia To Give Wings To Workers
Red Bull gives you wings. Although too much of it can also give you caffeine toxicity, anxiety and heart palpitations.
Witchery Partners With GlamCorner To Boost Subscription Shopping
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
MASH Appoints Damien Miller As First General Manager, Wins Work With Experience Co And Minor Hotel Group
Following significant new business growth, MASH has appointed former VICE head of client services Damien Miller as its first general manager. It has also announced two new major client wins.
“We Can Learn From One Another”: How Supporting Refugees Makes Australia’s Business Culture Better
To celebrate World Refugee Day today, B&T's bringing you this. Still, don't expect the same on World Gouda Day.
Akcelo And Miami Ad School Launch Brand Experience Boot Camp
Miami Ad School unveils new industry bootcamp that thankfully doesn't require carrying logs or any burpees whatsoever.
Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Global Study Reveals That Brands Turned To APAC During COVID-19, With Kayo Sports In Top 10 Most Loved Global Brands
Kayo ranks in the top 10 most loved global brands. Given the circumstances, no sign of Sorbent, Pfizer or Gordon's Gin.
“Until We Are Comfortable We Can Meet Demand”: Supply Concerns Behind Vaccine Ad Delay
Surely if Tim Tams made an AstraZeneca double-coated chocolate version, we'd be rid of this damn plague by week's end?
triple j’s Unearthed High Returns For 2021
B&T certainly encourages high school musical acts. We'd just hate to live next door to them, that's all.
Monday TV Wrap: MasterChef Beats Ninja Warrior While HYBPA? Tops Entertainment
If anything, recent TV numbers are proving highly unpredictable. Unlike the jokes on the recent 'Friends' reunion.
Ultra Commerce Acquires Vesta eCommerce
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Top Creatives Launch #OnlyOneInTheRoom Collective To Tackle Diversity In Adland
Here's a top initiative to drive more diversity in adland that doesn't require knowing Don Bradman's batting average.
Saatchi & Saatchi Melbourne And VMLY&R Melbourne Head Aussie Gold Winners In Day One Of Cannes Lions
Aussie agencies off to a solid start on Day One of Cannes. Not that there's been a rush on rosé down at Liquorland.
Radio Host Jackie O Becomes Weight Watchers Ambassador
Jackie O named Weight Watchers' newest ambassador. Yet, B&T reckons Kyle would've made a far more entertaining choice.
MFA Updates Transparency Framework For Advertisers & Agencies
The MFA updates its transparency framework that sadly doesn't come on a spill-resistant laminated card with wax seal.
Matt Cooney Joins Saatchi & Saatchi As National Chief Growth & Marketing Officer
Matt Cooney joins Saatchi & Saatchi. Has been awarded no special dispensation regarding the office footy tipping comp.
Inclusive Marketing: Microsoft’s Five Mindset Shifts Every Brand Can Make
Microsoft's five mindset shifts any brand can do revealed here. You could also chuck in more fishy omega-3s for a sixth.
New Council For In-House Agencies Launches In Australia
Nothing stirs industry debate like the merits of the in-house agency. That and the suitability of thongs in the office.
