The news coming out of Facebook’s F8 Developer’s Conference last week could have big implications for retailers. The company made some bold announcements regarding its Messenger Platform—including integration with e-commerce sites to facilitate customer service, order verification and receipts, order modification, shipping status, and returns.
That’s a pretty dominating list of interactive e-commerce functions. It’s a list that’s currently fulfilled by a host of solutions providers, from e-commerce platform vendors like NetSuite to chat applications like LivePerson to third-party logistics providers like UPS. Facebook is wading into some hotly contested waters teeming with schools fish, big and small.
If Facebook’s Messenger application for e-commerce gains even moderate traction among the company’s 1.3 billion subscribers (700 million of whom are active), it plants Facebook even more firmly as an important element in your omni-channel strategy. Where the “buy button” fizzled, Messenger might sizzle. Everlane and Zulily are already in pilot.
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