updated 12:03 pm EST, Tue December 11, 2012
Facebook builds in protections for wine shipping
The world's largest social network has finally rolled out a gift-giving feature for all of its users in the United States. Launched back in September, Facebook Gifts allows users to send real physical gifts to their friends, and the service is now available for all US users. Users can now send real gifts, digital gift cards, charitable donations, and wine directly from Facebook.
That last item stems from a partnership with 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, according to CNet. The social network has built in multiple protections in order to remain compliant with US regulations regarding alcoholic beverages. Facebook users with a stated age under 21 won't see wines as a gift option, and users will be unable to ship wines to other users that are under the age of 21. Facebook's wine partners are also said to be working with a company called ShipCompliant, which verifies users' ages before shipping wine and checks identification upon delivery.
Gift purchasing is seen to be a major area of focus for the social network, which has struggled to prove to investors that it can leverage its billion-strong user base into actual revenues. Earlier this year, Facebook brought gift purchasing into its mobile apps, bringing real revenue-generating features into yet another area where Facebook has struggled to succeed.