The feature enables a merchant to notify viewers when it is selling items via a Facebook Live broadcast, and enables buyers to reserve items and complete their purchase using the social network's messaging platform, Messenger.

Can Facebook Inc. put a fresh spin on QVC’s traditional business model?

That’s what it wants to find out in its latest test, which enables retailers to use its live streaming service, Facebook Live, to showcase and sell their wares. The test, which was first spotted by social media and reputation manager Jeff Higgins, is taking place in Thailand with a “limited” number of retailer’s pages, a Facebook spokeswoman tells Internet Retailer.

Specifically, the feature enables the merchant to notify viewers when they’re selling items via a Facebook Live broadcast, and enables buyers to reserve items and complete their purchase using the social network’s messaging platform, Messenger.

The test aims to provide retailers with a more engaging way to demonstrate its products as it lets retailers interact with consumers who can ask questions, and get answers, within the Facebook Live platform.

Facebook doesn’t plan to take a cut of payments sent via Messenger for items sold via the feature. However, the Facebook Live test represents the social network’s latest effort grow its ad revenue by following its traditional model of rolling out new features and then gradually adding advertising around those tools.

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