• Facebook is launching new tools as competition for social commerce dominance intensifies.

The new tools will allow Facebook to provide consumers with more customized purchasing experiences. Brands may now add a button to their Instagram accounts that allow users to send a WhatsApp message with just a single click.

In addition, Facebook will test the capability for brands to send emails using Facebook Business Toolkit, a tool that helps brands manage their page across the social media app.

Facebook will also test allowing users to create new work accounts, eliminating the need for logging in with personal accounts.

Incorporating WhatsApp is especially essential for clients in nations where the Facebook-owned messenger service is extensively adopted, such as India and Brazil. With the social media platform’s already holding the majority of the market’s share, it is vital for them to continue to innovate and progress to retain and expand their market share.