Its first in-app commerce feature came with launch of Facebook Marketplace in Oct-2016, which is a C2C (customer-to-customer) marketplace. The peer-to-peer service enables access to items which are available for a user within a neighborhood. The advantage of the Marketplace at launch was no commission on transactions, but the fulfilment of delivery was responsibility of the seller. The transaction would also happen outside the platform and the buyer and seller can engage on Messenger chat service. This opened up an opportunity for monetization through advertising by seller, which would help the seller to direct traffic to their inventory within Marketplace.
In 2019, Facebook acquired Packagd—video-shopping startup—which would build a live shopping feature in Marketplace. This would let users make purchases while watching live video broadcasts.
