EBay adds social commerce capabilities with Facebook integration

Share this content:

EBay integrated the Facebook Open Graph tool with its Magento and GSI Commerce online shopping platforms. Social ad developer Brand Networks also launched a tool on Oct. 13 designed to enhance Facebook advertising.

The Magento and GSI Commerce integrations will let retailers add sharing functions, such as “want” or “own” buttons, to products marketed on the two platforms.

“By integrating Facebook Open Graph functionality, we're enabling developers to seamlessly implement social shopping into their commerce experiences for retailers and customers,” Johnna Hoff, senior manager of media relations at eBay, said in an email.

Developers and retailers have access to the Open Graph functionality on the Magento platform but features will not go live until the new version of Open Graph goes live, said Hoff. The GSI integration will occur “soon,” she added. She would not provide an exact date.  

Open Graph functionality will be available to consumers “in the weeks surrounding the introduction of [Facebook's new profile format] Timeline,” said Jillian Stefanki, Facebook corporate communications team member, via email.

Facebook unveiled the newest version of the Open Graph platform and the Timeline format in September. In a statement written at the time of the announcement Sam Lessin, product manager at Facebook, said the new profile format would launch within several weeks.

In addition to the integrations, eBay debuted its X.commerce open commerce platform on Oct. 13. X.commerce allows developers “to create new technologies and experiences that merchants who use Magento can use to scale and grow their businesses,” said Hoff.

Brand Networks launched the Story Amplifier tool, which enables marketers to run Sponsored Stories ads on consumers' homepages in addition to appearing in their News Feeds. The tool lets marketers create, target, bid, and optimize Sponsored Stories through the Facebook Ads API.


Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here