Mertado, a leading social shopping company, is launching in-app purchases for Facebook apps. This would be possible by the launch of the new Embedded Shopping Solution. This feature will display the special deals offered by Mertado instead of typical advertisements. Also, it will allow users to complete the transaction (if they want to buy the offered product/service) without leaving the original page/application. Furthermore, product reviews can be read, watched and shared via Mertado embedded shop.

The launch of the embedded shop feature was announced in an official press release. At the occasion, Vijay Chittoor, Co-Founder and CEO Mertado, said:

“Our mission is to transform e-commerce from search-driven buying to a highly engaging discovery-based experience that mirrors real-world shopping. Through our embedded shops, consumers can now discover unique products at the best prices. Ultimately, we bring the real-world feeling of finding something cool and different in a store to the places online where people—and their friends—now spend a majority of their time.”

This development will be especially important as Facebook turns to the mobile realm. Even now, statistics show that in-app purchases are outpacing mobile advertising. The popularity of  in-app purchases can be attributed to the need for saving time and reducing hassle for shoppers.