What if buying something was as easy as Liking it? You’d probably buy a lot more, and buy it through whoever made it so damn simple. Becoming that conduit for payments means more than racking up transaction fees. For the portal to purchase influences not just how you buy, but what.

Today, purchases are fragmented, and so too is that influence. We buy online and offline. Cash, Credit, PayPal, and now Apple Pay. In turn, influence splinters into ads run on television, print, digital, billboards, and other channels. Whether we want something already or not, the ads are supposed make us more intent on actually spending our money.

But there’s a disconnect. A gap between the intent and the purchase. A hole in the funnel where conversions leak out. There’s friction.

And Facebook hates friction almost as much as it loves connection. Eliminating unnecessary steps is almost gospel at Facebook…

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