Facebook is starting to approve additional "actions," verbs that let users go beyond Like. Developers can use Facebook timeline actions via the Facebook Graph API, but only if approved by the social network. Social shopping platform AddShoppers received approval for "want" and "own" and even has some Like-like buttons for those actions.
AddShoppers points to a trend of shoppers reaching out to friends for help deciding what to buy, as it alludes to in its announcement post:
The opportunity for insights gleaned from this data is huge for retailers and we’ll help you make the most of it. AddShoppers is the first social sharing platform to be fully integrated with Facebook’s new Want / Own actions for their Open Graph Timeline
AddShoppers, even without a public API of its own (apparently it's coming), is treating its new actions as a platform. Anyone can add the new Want and Own buttons to theire-commerce website, encouraging social shopping interactions.
Several of the site's features dig deep into APIs. Connect Google Analytics and AddShopping can track social engagement. The company uses the Klout API to determine your most influential users.
There will likely be other sites that add Own and Want buttons for social shopping. It's great to see the first include them in such a way that makes them available to others' sites and does something interesting with the data.