Marketing 3 min read

What Facebook Food Ordering Means for its Long-term e-Commerce Strategy

Taromanaiai |

Taromanaiai |

Facebook food ordering is just one brick on top of the Pages foundation, where Facebook will surely add myriad apps to enhance its e-commerce platform.

Facebook recently rolled out a “Food Ordering” service as part of its long-term commerce strategy.

The largest social media platform last week launched a new food ordering service. For now, the service is only available in the United States. This new service will allow Facebook users to order takeout or delivery directly through its app or website.

The service has already partnered with delivery services like DoorDash, ChowNow, and EatStreet.

Facebook food ordering
Facebook Pages

The service levels up how people are already using the site to identify places to eat and what their friends are saying about these places.

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Facebook has been testing this service for some time now and it’s now rolling out to all U.S. users.

Many believe Facebook “food ordering” is a huge deal for local restaurants because not only is the social media giant partnering with the big restaurant chains and food ordering services, it’s also connecting with local food joints as well.

 “From local spots to national chains, Facebook connects you with old favorites and new discoveries in just a few taps. You can even check out what your friends have to say about a restaurant before you order your food.” the company said in a blog post.

Facebook is gradually evolving Pages into a full-fledged commerce platform.Click To Tweet

Facebook’s Long-Term Commerce Strategy

Facebook is gradually evolving Pages into a full-fledged commerce platform. For some time, we’ve known pages as a way for businesses, brands, and public figures to showcase their presence on the social platform however that is gradually changing.

It appears Facebook’s new goal is to make Pages much more actionable for both page owners and fans. Tools like food ordering are just setting the basis for this evolution.

Looking at how Facebook is rolling out its food ordering service: it appears to be a test case for similar tools to be deployed in future. In the future, other services will likely also only be released to a limited percentage of Facebook’s overall user base.

What comes next is a lot of testing for this service and also for future Facebook commerce tools–which we think will inevitably grow to encompass things like product ordering (through services like Amazon), dry cleaning, car washes, utility installations and maintenance, and more.

But for starters, there will be a global rollout of the food ordering service.

Food ordering is only one part of a series of tools the social media giant is releasing to improve commerce on its platform.

In addition to ordering food, Facebook is further providing users with tools to request appointments at local businesses, get quotes and even buy tickets to events and movies.

Facebook Local Business Tools
Facebook Local Business Tools | Order food | Request an appointment | Get a quote | Get tickets to movies and events

“We’re introducing some new ways for people to take action faster once they’ve found something they want to do or a place they want to go.”

Ultimately, Facebook wants to keep its users connected at home, and what better way to do that than give them everything they need in one place?

What service do you think Pages will add next?

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