Image source: Facebook Canvas
Continuing its push to bring retail closer into its ranks, Facebook is testing Canvas and Shop – two new mobile-oriented tools designed to make it easier for the social networking site's 1.44bn global users to discover products in-app.
The main aim of Canvas is to help streamline the mobile shopping experience, which is too often hampered by slow load times and too many steps to checkout. According to Facebook, 60% of all retailers' overall online traffic now comes from mobile, but just 12% of checkouts are completed on the devices. Using Canvas, after clicking on an advert in a news feed, users will see a full-screen experience where they can browse in-app, quick-loading multiple products from the same retailer before being redirected to that retailer's own e-commerce site to make a purchase.