Facebook rolls out ‘want’ button for brands

The social network is calling the new feature Collections, and it’s currently available to a select number of brands.

It’s one thing to like something. It’s another to want it.

And soon on Facebook, you’ll be able to express that desire when it comes to a variety of products. Facebook is calling it Collections, and it is apparently a response to Pinterest’s growing popularity.

“People will be able to engage with these collections and share things they are interested in with their friends,” Facebook said in a statement. “People can click through and buy these items off of Facebook.”

Collections will eventually be available to all users, but for the moment Facebook is testing the button with a select group of brands: Victoria’s Secret, Pottery Barn, Neiman Marcus, Michael Kors, Smith Optics, Wayfair, and Fab.com

Based on Facebook’s low key treatment of the launch, it’s clear that this is an evolving technology. But it could be a big step in testing whether social media can become more e-commerce friendly. It’s also a step in the direction of making Facebook more profitable after its stock took a major hit in recent months.

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