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Facebook Collections Paves the Way For Social Commerce

By Joe Heath | October 10, 2012

Just when you thought we’ve reached the height of the social media craze, Facebook is continuing to work on its latest development in social commerce. Through a platform they’re calling Facebook Collections, users will not only be able to “like” a certain item that brands and retail companies share through images on their Facebook Page, but they’ll also be able to “Collect,” “Want,” and even purchase the products by clicking on a link that automatically sends them to the company’s website.

image by stoneysteiner via

According to, Facebook Collections is still being tested with major retailers that include Pottery Barn, Wayfair, Victoria’s Secret, Michael Kors, Neiman Marcus, Smith Optics, and

With Facebook businesses pages now just as popular and common as personal profiles, it only makes sense that users should be able to have a way to buy products that companies advertise using Facebook. goes on to describe that users’ Collections can be viewed through the normal News Feed with all your friends and followers being able to interact with items you’ve placed in your collection by commenting on and sharing each of the items.

Of course the opportunity to purchase items adds convenience for users doing most of their shopping online, but to me, the ability to build a collection of items you “want” or are interested in seems like nothing more than Facebook’s answer to Pinterest—a growing social network that allows members to build Pinboards of items, products, and photos they like.

Going off Facebook’s authority in the world of social media, however, there’s little doubt Facebook Collections will be a success. After all, it is an excellent way for retailers to reach their followers and customers directly, while giving them a new and easy way to purchase their products. But until Facebook finds a way for users to buy a home using social media, I guess the real estate world will have to wait for Collections to really affect how they do business.


Joe Heath is a graduate of Indiana University and also holds a Graduate Certificate in Real Estate Development from Drexel University. After working in market research and authoring published Market Snapshots for Hanley Wood Market Intelligence, Joe now works as a Web Marketing Specialist and is a managing partner at  Real Estate Web Creation, LLC.

Joe Heath is a Digital Marketing Specialist with Real Estate Web Creation — a boutique agency that offers affordable and effective SEO and website development services to real estate agents, brokers, home builders, and developers.
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