“Buy buttons” and in-app purchases aren’t new. Facebook, Twitter and Pinterest have all been testing them. Facebook just went a step further and announced that it has begun testing virtual storefronts on company Pages, so consumers can shop without ever leaving its app or site.
Creating a friction-free experience within the walls of Facebook and Google—not so much a walled garden as a walled mall—seems like a win for the companies, too. After all, both want to keep users engaged for as long as they can on their platforms in order to show you more of those profit-generating ads. In fact, Facebook’s storefronts sound similar to another recent mobile-driven initiative launched by the company: Instant Articles. With Instant Articles—stories from traditional media outlets published straight to the site