NEW YORK (AP) — Facebook is testing a "Buy" button in its latest effort to help businesses boost their sales through the world's biggest online social network.
The company said in a statement Thursday that the button will let people buy products directly from businesses without leaving Facebook. A "Buy" button appears at the bottom of sponsored ads and is being tested by a limited group of several small- and medium-sized U.S. businesses.
The move comes as Facebook continues to grow its advertising business. The company will account for 7.8 percent of global digital ad spending this year, up from 5.8 percent in 2013, according to eMarketer. Google, the world's No. 1 recipient of ad dollars, is expected to account for 31.5 percent of ad spending in 2014.
EMarketer analyst Debra Aho said that not long ago, most businesses thought Facebook was better suited for building awareness than driving sales, but the Menlo Park, California-based company is trying hard to change that image.
"With this step, Facebook is becoming even more firmly established as a major player in direct response advertising, and though this test is still only a test, it's a definite sign that Facebook wants to restart its efforts to become an e-commerce company as well," she said.
Continue reading this story on the...