SOCIAL

Meta Inks New Deal with Amazon to Facilitate Amazon Shopping on Facebook and IG

Published

1 month ago

November 11, 2023

Meta Inks New Deal with Amazon to Facilitate Amazon Shopping on Facebook and IG

There was a bit of discussion late this week about a new arrangement between Amazon and Meta, which will enable Facebook and IG users purchase Amazon products in-stream.

As you can see in this sequence (posted by Maurice Rahmey on Threads), the new Amazon/Instagram integration, in this example, will enable Instagram users to connect their IG and Amazon account, facilitating one-click purchases without leaving Instagram.

As explained by Amazon:

“For the first time, customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the social media apps. Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in Facebook and Instagram as part of the new experience.”

Which is interesting, though not a major revolution, as you can already purchase via most Facebook and IG ads when you tap through.

So it’s not that big of a deal, but then again…

A key element of this could be the integration of data between the two platforms, with Meta and Amazon sharing at least some insights that could then better inform relative marketing strategies, ad performance (via sales), etc.

But that’s not really what’s happening here.

In reading the fine print, in the explainer notes relating to the linking of your IG account, it states that:

Amazon will be able to display up-to-date product pricing on ads, based on details from your Amazon account (i.e. if you’re a Prime subscriber or not)
Amazon will share limited in-app activity data with Meta to show you more relevant product ads, based on which ads you engage with

So there’s not actually a heap of data feeding through from one to the other, though the engagement activity could help to improve Amazon ad targeting.

But more importantly, Amazon will not share your specific shopping actions “like purchases, product views, or searches” on Amazon to improve Meta’s ad targeting. So it won’t suddenly enable far greater ad targeting on Meta as a result of the partnership, and the actual data being shared is limited.

But it could be another way to drive more engagement with Amazon ads on Facebook and Instagram, while it might also drive more in-app shopping activity, helping to drive Meta’s commerce push.

Which is a lot like Schrodinger’s commerce push, in that it may be happening, or maybe not, depending on the month/week/day you ask. Meta has largely abandoned its live-stream shopping plans, while it’s also removed its dedicated shopping tabs on both Facebook and IG. But like all social platforms, it’s still trying to find a way in, and maybe, through more direct connection with Amazon, which has over 167 million Prime subscribers in the U.S., that could facilitate a new pathway to drive more in-app shopping activity.

But while there was some initial hype around the potential data being shared here, and the capacity to side-step the impacts of Apple’s iOS 14 update, which has restricted purchase tracking via Meta’s apps, the actual data flow is fairly limited.

But it’s worthy of note either way, and could have some value for Amazon merchants.

Source link

Up Next

We Watched 1,000 TikToks; Nearly a Third Were Ads

Don't Miss

3 examples of one-question surveys from Instagram, Pinterest & more | by Rosie Hoggmascall | Nov, 2023

SOCIAL

TikTok announces $1.5 bn deal to restart Indonesia online shopping business

Published

6 hours ago

December 11, 2023

Entireweb News Bot

TikTok has around a billion montly users and its growth among young people far outstrips its competitors – Copyright AFP/File SEBASTIEN BOZON

Chinese-owned short video app TikTok on Monday announced a $1.5 billion investment in GoTo group in a deal that would allow it to restart its online shop in Indonesia, the companies said in a statement.

Under the deal, TikTok Shop will be merged into GoTo’s Tokopedia, and TikTok will have a controlling stake in that entity.

“TikTok has committed to invest over US$1.5 billion in the enlarged entity over time, to provide future funding required by the business, without additional dilution to GoTo,” the Indonesian firm said.

“TikTok, Tokopedia and GoTo will transform Indonesia’s e-commerce sector, creating millions of new job opportunities over the next five years.”

“The strategic partnership will commence with a pilot period carried out in close consultation with and supervision by the relevant regulators,” GoTo said, adding that it expected the deal to close in 2024.

TikTok in October shut down its online shop in Indonesia, one of its biggest markets.

That came days after Southeast Asia’s largest economy banned sales on social media to protect millions of small businesses.

The regulation means social media firms cannot conduct direct transactions but only promote products on their platforms in Indonesia, the first country in the region to act against TikTok’s growing popularity as an e-commerce site.

Indonesia’s e-commerce market is dominated by platforms such as Tokopedia, Shopee and Lazada but TikTok Shop gained a significant market share since launching in 2021.

Indonesia, with 125 million users, is TikTok’s second-largest global market after the United States, according to company figures.

The Indonesian ban came after calls grew for regulation governing social media and e-commerce, with offline sellers seeing their livelihoods threatened by the sale of cheaper products on TikTok Shop and other platforms.

The regulation was yet another setback for TikTok, which has faced intense scrutiny in the United States and other nations in recent months over users’ data security and the company’s alleged ties to the Chinese government.

Source link

SOCIAL

TikTok spends $1.5B on Tokopedia JV to get around Jakarta social e-commerce ban

Published

12 hours ago

December 11, 2023

Entireweb News Bot

TikTok spends $1.5B on Tokopedia JV to get around Jakarta social e-commerce ban

Just two months ago, ByteDance-owned TikTok abruptly closed its shopping platform in Indonesia to comply with surprise regulations from the Southeast Asian country’s government. Jakarta ordered social media companies like TikTok and Facebook to stop selling goods on their platforms, demanding a separation of social media and e-commerce services.

TikTok now seems to have found a way to revive its e-commerce dreams in Indonesia by spending billions to start a joint venture with Indonesian tech giant GoTo. On Monday, the two companies announced that TikTok Shop will now be available on GoTo’s Tokopedia platform.

“Tokopedia and TikTok Shop Indonesia’s businesses will be combined under the existing PT Tokopedia entity in which TikTok will take a controlling stake. The shopping features within the TikTok app in Indonesia will be operated and maintained by the enlarged entity,” TikTok said in a statement Monday.

TikTok will invest over $1.5 billion into Tokopedia, taking a 75% stake in the platform. GoTo will remain an ecosystem partner to Tokopedia and receive an “ongoing revenue stream from Tokopedia commensurate with its scale and growth,” but will not be required to continue funding the platform. Further funding from TikTok also won’t reduce GoTo’s remaining 25% stake.

Getting back into the Indonesian ecommerce market will be a win for TikTok. Indonesia, which is the platform’s largest market outside of the U.S., is key to Tiktok’s online shopping aspirations. In June, CEO Shou Zi Chew pledged to “invest billions in Indonesia and Southeast Asia over the next few years.”

ByteDance wants to replicate its Chinese e-commerce successaround the globe. Last year, consumers spent in China 1.41 trillion yuan ($196 billion) on products sold on Douyin, the version of TikTok for the Chinese market, The Information reported in January. ByteDance, through TikTok, is expanding its online shopping services in both Southeast Asia and the U.S. Yet the company is struggling to win over American consumers: The Information reported in August that U.S. shoppers are spending just $4 million a day, equivalent to $1.4 billion over a whole year, on goods sold on the social media platform. (TikTok officially launched TikTok Shop in the U.S. in September, though sellers have complained about a flood of low-quality products on the platform).

Before Indonesia imposed its ban in September, the country’s president, Joko Widodo, complained that social media platforms were threatening local micro-, small- and medium-sized enterprises. Government officials also accused TikTok of engaging in predatory pricing.

GoTo’s deal with TikTok means the Indonesian tech giant is giving up its majority ownership of Tokopedia . Tokopedia started in 2008 and grew to be one of Indonesia’s largest e-commerce platforms. The company merged with ride-hailing startup GoJek in 2021, becoming GoTo Group. The company debuted on Jakarta’s stock exchange in April last year.

Yet the company has struggled to wow investors since then. GoTo has yet to make a profit since becoming a public company. The tech firm reported 2.4 trillion Indonesian rupiah ($147 million) in net losses last quarter, significantly less than the 6.7 trillion rupiah ($428 million) it lost this time last year.

Investors do not appear to be thrilled by the news of GoTo’s TikTok partnership. Shares fell by over 19% by 2:30pm Indonesia time on Monday, erasing gains made late last week as rumors began to build of the new partnership.

Subscribe to the new Fortune CEO Weekly Europe newsletter to get corner office insights on the biggest business stories in Europe. Sign up for free.

Source link

SOCIAL

How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]

Published

19 hours ago

December 11, 2023

Entireweb News Bot

Are you looking for ways to improve your ChatGPT output? Want to train it to write in a more unique tone of voice, in order to better suit your branding?

The Creative Marketer shares his ChatGPT prompt tips in this infographic. To enact these, add “Write like [INSERT CHARACTER]” at the start of your ChatGPT instructions.

TCM breaks things down into the following categories: