Facebook is rolling out a new gifts system, this time focusing on objects in the real world. Users looking to help a friend celebrate a birthday or other occasion will now be able to send things like cupcakes, champagne and sunglasses to be delivered to the person's address.

Gifts are paid for on Facebook via credit card, and the social network will take an undisclosed cut of sales. The program is a step into e-commerce and could open up new avenues of revenue for the company as it tries to get users to warm up to the idea of buying things on Facebook.

Launch partners for Gifts include Warby Parker, Magnolia Bakery and Frog Hollow Farms among others. The service has begun gradually rolling out in the U.S. as of yesterday.

[via NYT]