Facebook has also crossed into e-commerce. The company in 2012 launched an experimental
Facebook Gifts service that allowed subscribers to send gift cards to each other, boxes of chocolates, and similar gift items but the service was not as popular as anticipated. In its place, Facebook is pushing a series of e-commerce services, foremost among which is the company's own “buy" button. The concept is to drive more sales to advertising businesses, thereby generating potential revenue both via selling ad space, as well as from any subsequent transaction. Importantly, this is anticipated to take place without the consumer leaving Facebook.