In an effort to crack down on sites scamming customers into buying products that are a lesser quality than what they received, Facebook is officially rolling out a new review option as a part of its “Recent Ads Activity” dashboard. This new feature allows users to provide feedback on the various retailers advertising on Facebook. Customers can give feedback on product quality, shipping times, and a plethora of other experiences that go along with purchasing online.
Out of the various reasons for this focus on customer feedback, the most glaring is Facebook’s recent shift towards e-commerce. Its community Marketplace ads are a prime example of this. As Facebook continues to compete for space among e-commerce, it must invest in positive shopping experiences for its users.
Another reason for this new feature is research claiming that many businesses who primarily use Facebook ads are beginning to search for new platforms due to rising ad costs. Retailers receiving too much negative feedback could now be subject to a ban from advertising on Facebook, potentially lowering ad costs in competitive industries.
So, who’s behind many of the scams and rip-offs Facebook users have complained about? Many articles such as this one have identified numerous independent e-commerce retailers selling low-quality products from AliExpress and other similar overseas suppliers. Often times the retailer will post a captivating ad, make promising claims about the quality and merit of their product, then eventually convert a prospect to a customer.
Once a customer places an order however, things typically become more clear. Whether it’s weeks of waiting for their product, receiving a product nothing like the one advertised, or finding the same product for substantially less on other sites, customers realize they’ve fallen victim to poor dropshipping.
Cheap products with long shipping times are usually what’s behind the mysterious “pop-up” brands users may see on Facebook and Instagram. The scams that Facebook mentioned it is taking action against with its new review function are more than likely coming from retailers who dropship products from countries like China.
What effect will this have on retailers who source products from overseas? Only time will tell. The need for quality products from reliable suppliers is becoming greater than ever as more and more platforms are focusing on positive user experiences. Do you trust the quality of the products you sell? Are you providing honest and accurate product details to prospects? These are questions that every retailer will need to consider if they plan on continuing to dropship using Facebook ads.