Dive Brief:

• Ads may soon be shoppable on Facebook with a new "Buy" button. 
• The new feature allows users to buy directly from an ad through a secure transaction on the platform, never leaving the site. 
• The social giant is currently testing out the Buy button with small and medium-sized businesses in the U.S. 

Dive Insight: 

Facebook isn't alone in working to develop a single-button purchase system. A "Buy Now" button was spotted on Twitter recently and seems to be a collaboration with Amazon. Certainly, Facebook is hoping to draw in more ad revenue by offering the direct purchase feature. Still, one has to wonder — even though Facebook has said it won't share financial information with advertisers — if the social giant isn't also padding its informational store with users' credit card and purchasing habits. Anonymous information surrounding those data points could prove valuable.