Facebook wants to become your all-in-one social platform, and that includes shopping. E-store platform, Shopify, is partnering with Facebook to create a "Buy" button that is directly embedded in posts. Of course, the button is great for merchants; this means there are fewer steps between an advertised product and a sale. The main advantage of the button for buyers is that they don't have to leave their Newsfeed to make a purchase. Come to think of it, that's a boon to merchants as well.