Facebook to Pull Plug on Gifts Aug. 12

By David Cohen 

GiftsRedesignedHome650As Facebook prepares to potentially say hello to a buy button, the social network is bidding farewell to its Gifts feature, announcing that it will pull the plug on Gifts Aug. 12.

Facebook Spokeswoman Tera Randall said in a statement:

We’ll be using everything we learned from Gifts to explore new ways to help businesses and developers drive sales on the Web, on mobile and directly on Facebook.

Facebook told Re/code the move is part of a shift of its focus toward helping developers and businesses use the social network as a tool to boost their sales and away from serving as an online store.

According to TechCrunch, the social network is alerting its Gifts partners that no more orders will be forthcoming. As far as users, those with gift-card codes that have not yet been redeemed can still do so directly through the applicable merchant partners, and Facebook Cards with remaining balances can still be used.

And Re/code reported that the team that had been working on Gifts — including Lee Linden, founder of Karma, which Facebook acquired in May 2012, shortly before launching Gifts — will remain with the company and work on commerce-related projects in its platform and advertising departments.

Gifts had quite an illustrious history for a feature that failed to reach the two-year mark:

Readers: Did you ever use Gifts? Will you miss it?