Facebook is expanding its shopping feature to WhatsApp and Marketplace.

Last year the technology giant launched Facebook Shops on Facebook and Instagram. The feature enables businesses to set up single online stores on the social media platforms.

According to Facebook, it currently has over 300 million monthly Shops visitors and 1.2 million monthly active sellers.

It said that soon it will give businesses in select countries the option to showcase their shop in WhatsApp.

The company will also allow businesses in the US to advertise their products on Marketplace, where currently anyone can buy or sell items, as well as market properties.

Over the next few months, Facebook is expanding ratings and reviews to products in Shops on Instagram, which will include photos and videos from the public.

The social media conglomerate is also introducing Shops ads solutions which will include unique ads based on people’s shopping preferences.

Facebook is testing the ability for businesses to send shoppers to where they are most likely to make a purchase based on their shopping behaviour, such as curated products users may be interested in from a Shop or a business’ website.

The company also revealed that it has further plans to explore ways to help brands personalise their Shops ads by providing special offers or promotions to select shoppers.

The platform is investing in immersive technologies like augmented reality and artificial intelligence, which it said “will be the foundation for the way we shop online going forward.”

Later this year, it will test a new visual search powered by AI, which will help users find similar products by tapping on an image of a dress they like.

“In the future we’ll make it possible for people to take photos from their camera to start a visual search,” the company said. “While it’s still early, we think visual search will enhance mobile shopping by making even more pieces of media on Instagram shoppable.”

Facebook is also experimenting with Live Shopping on Facebook, including Live Shopping Fridays.

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