Meta’s Marketplace & Instagram Shops Growth

In‑app shops collapse the distance between content and checkout. Community and creators drive intent and trust.

How to capitalize

• Creator roster by persona
• Short video for use‑cases
• In‑app offers then nurture via email/SMS

Risks

• Algo dependence
• Storefront control
• Fees

KPIs

• View‑to‑cart
• Follower‑to‑buyer
• In‑app vs. DTC orders