Back in May, Facebook (NASDAQ:FB) acquired Karma, a pioneer in the social gifting space. Now, the company is putting that deal to work. Facebook launched a feature today that allows users to buy gifts for friends. The company is teaming up with 100 merchants, including coffee king Starbucks (NASDAQ:SBUX) and 1-800-Flowers (NASDAQ:FLWS), for the service. There will also be an app for it in the near future.
So far, e-commerce has been incredibly tough on the Facebook platform. After all, users visit the site primarily to hangout and check photos and make comments. If they want to buy stuff, they will instead use Amazon (NASDAQ:AMZN) or Fab.com.
But Facebook’s gift service may be different. Basically, it is something that is inherently social. What better way to build relationships than to send out a gift for someone’s birthday or some other type of special event? Read