Last October, Facebook announced a number of tools and partnerships supporting local discovery and commerce on the app. Among them were the following:
- Booking and food ordering for Pages
- Social recommendations
- Local event discovery
Last week, Facebook “officially launched” food ordering on Facebook. The platform is working with delivery aggregators and restaurant chains directly in order to be comprehensive:
Everything is managed within the Facebook app. Indeed, the company anticipates you’ll search for food, read reviews and then complete the transaction all through the app.
This kind of end-to-end experience adds greater utility for consumers and ultimately generates more revenue for Facebook via paid media — apparently there are no transaction fees for Facebook in this product.
Food ordering should be seen in the context of a larger and longer-term evolution at Facebook. Beyond its transition over time into a media company, Facebook has been building commerce tools and capabilities, many of which are directed toward local and offline transactions.
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