It has long been understood that social media forms an important cog in digital marketing. However, now these channels have moved beyond the awareness and brand building part to direct final sales. Facebook has experimented with certain businesses on financial transactions directly via its Messenger app. More than one out of every four respondents in a recent survey confirmed that they are open to making payments via social media channels. So while a larger number of users are currently active in engaging with retailers, the buy button on Facebook is set to transform the industry itself.