Facebook is making another push for ecommerce. In April, it added personal shopping features to its Messenger App and enabled users to order flowers by chatting with 1-800-Flowers’ messaging account. Users were also able to accesses an automated personal shopper by messaging mobile shopping app Spring.

While brands have been primarily using the platform for brand awareness, apps are jumping on the opportunity to facilitate ecommerce for Facebook’s 1.23 billion users. Augmented reality app ModiFace – who has made makeup try-on apps for L’Oréal Paris and Avon – launched a service called Beauty Advisor this week. The service helps users virtually try on 900 lipstick shades and purchase instantly on the messenger app. A wide range of brands – except for Chanel, MAC, L’Oreal Paris, and Maybelline – are available on the service, but the only retailer it directs to is Sephora. (ModiFace reportedly has plans to add Amazon to the retailer list soon.)

L2’s recent Video briefing shows that luxury and beauty brands are becoming more comfortable with using Facebook’s video, interactive, and even ecommerce capabilities. The Watches & Jewelry and Fashion categories are increasingly producing better videos with 5,000+ views and double-digit engagement.


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In the luxury beauty category, Chanel is making innovative use of Facebook takeover ads. Users can pick one of four looks (Tomboy, Playful, Mischievous, Star) and be directed to a shoppable video tutorial.



As new apps and technology companies begin building services to work with Facebook’s ecommerce capabilities, brands should experiment to reap benefits of early adoption.

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