Social Commerce

Facebook Testing “Want” Button?

Social commerce platform 8thBridge has been successfully serving retailers with its custom Facebook button service Graphite for some time now – “want” buttons, “love” buttons, “have” button etc – and it seems that Facebook thinks this is such a smart idea, that the social networking giant is developing its own home-grown version.

Inside Facebook reports that developer Tom Waddington from Cut Out + Keep has discovered that a Want button has been added to the Facebook Javascript SDK as an XFBML tag – . The button is not publicly listed among the other social plugins on Facebook’s developer site.  No public plugin Want button though…, yet.

It certainly makes sense for retailers to collect intentional ‘want’ data such as this (as well as historic data such as “own”) – for targeting, segmentation and demand analysis. Indeed, the utility of the Open Graph in retail depends on it.



Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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