EBay adds social commerce capabilities with Facebook integration

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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.

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