![[eMarketer] Ecommerce isn't the saving grace Meta needs](Article Images/Key Industy Images/ecommerce.jpg)
[eMarketer] Ecommerce isn't the saving grace Meta needs
Meta’s latest ecommerce initiative has shed at least five senior executives in the past six months, per The Wall Street Journal.
Two years into the initiative, the effort remains a work in progress as it continues to lack basic functions, including the ability to display products in different colors and sizes if they aren’t sold directly through Facebook or Instagram, and limits on where merchants can ship items.
Still, the massive user bases of Meta’s social networks are seen as an ecommerce advantage.
The company, then known as Facebook, began its latest ecommerce push when it launched Facebook and Instagram Shops in May 2020.
The feature enables retailers to post their catalogs directly on the social networks. They can choose to route customers to their websites or sell directly on the platform.
eMarketer posits that the shopping rollout should have been ideal since ecommerce was surging in 2020 due to COVID-19 lockdowns.
It was also a month before Apple would announce its iOS ad-tracking modifications that rolled out in April 2021, which limited Meta’s ability to gauge the effectiveness of its ads.
Building out its ecommerce capabilities within its ecosystem enables Meta to reclaim some of the data it lost access to in wake of Apple’s changes.
Read the full eMarketer article here
