Facebook (s fb) first launched its gifts platform in September, but come Tuesday, all users in the U.S. will finally have access to the service when the company rolls Gifts out to all users. There will even be wine.
Facebook has been experimenting with e-commerce on the site, allowing users to purchase items from a variety of sources including Brookstone, Baby Gap (s gap), Dean & Deluca, Fab, iTunes (s aapl), Starbucks (s sbux), and many others. With the site already collecting data on birthdays and anniversaries of all its users, it’s not hard to see how gifts are well-suited for the company’s business model. And Ryan Kim wrote why it’s in Facebook’s best interest to see it succeed:
“Gifts represents a big commerce opportunity for Facebook. Since it knows a lot about what’s happening within your social network, it can push users to make targeted purchases throughout the year. Also, getting people to buy even one product allows Facebook to get a credit card on file, which could turn out to be important if Facebook builds out its own payment system.”
By November, Gifts was only available to about 20 percent of users, but beginning Tuesday, all users in the United States will have access. The company also announced in November that it would be selling wine in the coming weeks, and it will be available for purchase on Tuesday.
The company has also added several new partners selling wine on the site, including: Amuse Bouche, Blackbird, Bonterra, Capture Wines, Clark-Claudon, David Family, Domaine Chandon, Goose Cross, Mondavi, Mutt Lynch, Recuerdo, Tasting Room, Terra Valentine, Titus, Twisted Oak, and Wine Country Gift Baskets.