Facebook announced that it’s testing two shopping ads format features to support direct sales for marketers while helping to eliminate an estimated $213 billion lost to friction during online checkouts, Marketing Land reported.

The first feature, currently in testing, is a new native checkout feature for dynamic ads, making it possible for users to discover a product via a dynamic ad and purchase the product from the ad without ever leaving the Facebook app.The test format is currently limited to a small group of advertisers.

The second feature by Facebook lets marketers turn shopping posts on Instagram into ads by using the social network’s Ads Manager dashboard. Shoppers who tap on the ads will see a product description page within the Instagram app and can make a purchase from the advertiser’s mobile site. Instagram is testing the format over the next few months and plans to later test a checkout feature as part of these ads.

As reported by Marketing Land “Facebook estimates friction in online checkout processes will cost U.S. businesses $213 billion this year. With these latest tests, Facebook is aiming to create a more efficient e-commerce process across its family of apps, building out seamless online buying experiences for businesses and advertisers already on its platforms.”

“Facebook estimates friction in online checkout processes will cost U.S. businesses $213 billion this year. With these latest tests, Facebook is aiming to create a more efficient e-commerce process across its family of apps, building out seamless online buying experiences for businesses and advertisers already on its platforms.”

Mobile shopping has become a bigger priority for Facebook as the social network faces greater competition from retailers like Amazon, Walmart and Target that are in various stages of building out digital media networks to bring advertisers closer to shoppers. Facebook efforts are meant to give more advertisers access to a user-friendly shopping experience.