Facebook Gifts shop to shutter Aug. 12

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This holiday season, Facebook (may) not prompt you to shop in its gift store for loved ones. Facebook is ending its Gifts program, which allows people to buy physical presents and digital gift cards for friends, on Aug. 12.

The news was first reported by TechCrunch, but Facebook has confirmed this decision to Inside Facebook:

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 launched Gifts in Sept. 2012 as a way to get into the direct response field.

Here’s a look at how the product evolved in its nearly 2 years:

TechCrunch notes that Facebook isn’t laying anyone off, but rather re-focusing roles toward current e-commerce efforts such as the Buy button and Custom Audiences.

Readers: Will you miss Facebook Gifts?

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