While Facebook is making a big leap in e-commerce by offering new Store options for Facebook and Instagram, it is also working on a number of more advanced AR and AI tools to enhance the online shopping experience.
This week, the Social Network introduced some of its evolving digital shopping tools, which are designed to make product recommendations more personalized and eliminate restrictions on evaluating virtual products.
First of all, Facebook is testing a new 3D-like option that allows Marketplace sellers to provide a complete overview of their products on their listings.
As Facebook explained:
We present Rotating View- the most advanced 3D-function that allows anyone with a camera on their phone to take multidimensional panoramic images of their ads on the Marketplace. This feature allows any seller with a camera phone to turn ordinary 2D video into a three-dimensional interactive view. We started testing this feature on the Marketplace for iOS merchants.
One of the key issues related to the inability to physically view and hold a product is that you don’t know what you’re getting, and although the dubious experience of shopping on the Internet has made many loyal customers skeptical, there are still problems in ensuring that you get what you agree to pay for. 3D visualization can help with this, showing any potential flaws or problems that you might not get with the selective angle of the image.
Also on the Marketplace, Facebook uses a new machine-learning-based system to help sellers better tag their products.
“.buyer’s side And from the, detailed descriptions are provided, provided by  the system allows you to search in the Marketplace not only for black chairs, for example, but also specifically for a black leather sectional sofa – even if the seller has not explicitly added these details to the description. “
GrokNet can also automatically offer product tags for Facebook pages, which can help companies use the new Store option to maximize the discovery of their products.
“When Page administrators upload a photo, GrokNet can offer to tag potential products by visually matching the items in the photo and the Page product catalog.”
This is somewhat similar to Pinterest’s object identification tools that can pinpoint specific elements in an image so that they can be used to search and discover across the platform, although Facebook is more closely aligned with the products downloaded from this page.
This may make it easier to create interest in your offers – just upload a photo with your products, as you usually do, and the Facebook system will mark the products you have listed and make it easier to connect directly to these lists in your store.
The process is currently under testing.
Looking even further, Facebook is also testing new tools based on artificial intelligence that will be able to find out what style of clothing you prefer based on your existing wardrobe, and then give product recommendations based on this.
“[We] are creating a prototype of an intelligent digital cabinet that allows you to photograph your outfits and digitize each item in a few seconds. A digital closet can provide not only clothing suggestions based on planned events or weather but also fashion inspiration based on products and styles that you like, so you can shop in the context of what you already have. “
It also sounds similar to Pinterest’s Shop the Look pins, which identify products to buy based on a photo, but again, Facebook is a little different. In this case, the Facebook process seeks to use advanced matching systems to improve relevant detection based on your existing wardrobe preferences, as opposed to what might look good on the model in the image.
Facebook also reports that it is working on developing new AR tools for products that allow users to see how they look, for example, in branded sunglasses based on advertising or visiting a page.
Instagram began testing these advertisements with selected partner brands at the end of last year, and Facebook says it plans to expand this “support for more companies and products in the future.”
The key to all this, of course, is simplicity. Purchases via Facebook will not work if it is difficult for sellers to upload their product catalogs; purchases on the platform will not work if the experience is not very good and convenient for consumers. Facebook is aware of this, so it took so long to make the next leap in the wider e-commerce offerings.
Enabling purchases on the platform makes sense, but if it is not easy on all sides, it will clutter Facebook and Instagram and potentially distract users from over-commercialization.
But if Facebook can do it right, it can be huge – and these new testing tools point to the next phase of this shift, when e-commerce becomes a more integrated, intelligent way to shop.
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