Facebook has just announced Facebook Gifts, a service that allows users to send physical gifts such as food, clothing and vouchers via the social network.

Facebook Gifts follows the same formula as Karma, a mobile app that Facebook acquired in May.

The season of giving

Facebook Gifts enables users to send physical and digital gifts from a friend’s timeline, or via the birthday reminder in the sidebar.

For example, if a friend's birthday is coming up, users will be shown a gift icon. Clicking the icon will present a number of different options, such as vouchers and flowers. 

Gifts will be displayed and ‘unwrapped’ on Newsfeeds, where the recipient can read the message associated with the gift, exchange the gift for a product of equal value, or in the case of clothes select sizes and colours.

Facebook Gifts will not require users to supply a shipping address, which must be entered by the recipient.

Facebook’s cut

The percentage that Facebook takes from each transaction depends on the arrangements with individual partners, such as Starbucks.  

In return for its cut Facebook will assist with promotion of items, customer service, photography and item tracking.

By making the act of giving a social one, brands may get more leverage and exposure via Facebook Gifts than sponsored stories or posts.

Availability in Australia

Facebook Gifts is the latest move as Facebook seeks to monetisation its services, especially with mobile users.

The announcement may make services such as Amazon and eBay nervous, considering Facebook's customer base.

While Facebook Gifts is rolling out across the US, the service is expected to arrive in Australia over the coming months.

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