Facebook launches a Shop section that lets retailers make their products the focal point of their pages and expands its call-to-action button test on pages.

Facebook Inc. is giving retailers more ways to attract shoppers on its platform.

Among the changes is a new Shop section that retailers can add to their Facebook pages to make their products the focal point of their page. The social network also revamped its call-to-action buttons, which include a Shop Now button, by making the buttons larger and brighter and placing them directly under the page’s cover photo. In addition to the seven current call-to-action options that merchants can add to their pages, the social network added three customer service-oriented options: Call Now, Send Message or Contact Us.

The moves, which make pages more like websites, aim to help retailers and other companies tailor their pages to their business goals. In doing so, Facebook aims to help retailers more effectively reach mobile shoppers and to communicate with customers more easily, the social network stated  in a blog post.

“The new features for pages reflect our belief that no matter if you’re a plumbing company, a flower shop, a non-profit or a brand, your page should house the information people are looking for, help you communicate with your customers and support your unique goals,” the blog post states.

The social network also says it is expanding the e-commerce-oriented test it launched in July, which enabled some Shopify merchants to add a Buy button to their pages. The test will remain limited to Shopify retailers. Shopify is listed as the e-commerce platform provider for two retailers in the 2015 Internet Retailer Top 500 and six in the Second 500, according to Top500Guide.com.


Facebook says 45 million businesses have pages on the social network.