US-based ticket sales company Ticketmaster has partnered with Facebook to sell its tickets via the social network.
By the end of April, Facebook users will be able to purchase tickets for a select group of general admission events, without exiting the social network - although they will still need to use Ticketmaster's Web site or app to "claim" their tickets after buying them.
"By putting the ability to buy tickets directly within Facebook, we hope that we're going to provide a more seamless purchase experience and sell more tickets," said Dan Armstrong, VP and GM of distributed commerce at Ticketmaster, in an interview with Buzzfeed News, which first reported the story.
The partnership means expansion for both Facebook and Ticketmaster. The ticketing company can now sell its tickets on an additional platform - one that attracts around a billion daily users. For Facebook, this is the next step in its path to expand what it offers its users and give them fewer reasons to leave Facebook's app or Web site. It also gets a cut of each ticket sold.
In the future, Facebook users will also be able to purchase a range of tickets - not just Ticketmaster's - with the help of M, the artificial intelligence-human hybrid assistant being tested within Facebook's Messenger app.
The social network is aggressively expanding the functionality of its Messenger app. Last month saw the debut of a downloadable Messenger plugin that allows KLM Royal Dutch Airlines passengers to change flight details, check into flights and acquire boarding passes via Facebook Messenger.
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