Facebook Gifts Available To Tens Of Millions Of Users In Time For The Holidays ? Fab, Lindt, Pandora And Others On Board

Tonight at Facebook Gifts event at toy store Fao Schwartz, the company announced that Facebook Gifts is available to tens of millions of users starting today. Many new partners are on board as well: babyGap, Fab, Brookstone, Dean & Deluca, L’Occitane, Lindt, ProFlowers, Random House, Inc. and NARS Cosmetics, and subscription services Hulu Plus, Pandora and Rdio. Wines from Robert Mondavi Winery and Chandon will come in a couple of weeks. Tapjoy Co-founder Lee Linden took the stage on the giant piano made popular by Tom Hanks in Big. The theme of the conference was all about partners and availability, confirming that Facebook is committed to its new Gifts product. Facebook Gifts is the result of Karma’s acquisition. The company wants to make ecommerce more convenient. But Facebook’s main asset remains that it’s the dominant social network to share personal things with friends. Gifts are now something else available for sharing. You can even choose to share publicly that you made a gift on Facebook. Right after Hurricane Sandy, Facebook made possible to give to charities using the service. It reiterated tonight that the feature will remain available. When the company announced Facebook Gifts, it claimed that over 100 partners were already on board, including Uber, Starbucks, Warby Parker, 1-800-Flowers, Magnolia Bakery, Happy Socks, and Jessica Alba?s Honest Company. But it only rolled out to a few users in the U.S. While American users are still first, rollout is much faster than anticipated as tens of millions of users can now use the service. It makes sense as this kind of service is particularly useful for holiday season. Facebook Gifts will certainly help revenue for Facebook and is a low risk business as partners handle stocks, availability and others tedious ecommerce issues. Another important side effect is that it will allow Facebook to collect home addresses and credit cards — data that could be valuable in the future.

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