Crucial information from Shopify: "Merchants will get control over customization and merchandising for their storefronts inside Facebook and Instagram, while managing their products, inventory, orders, and fulfillment directly from within Shopify." "Consumers will be able to easily find, browse, and buy products through a purpose-built, immersive experience in these apps they use every day. Checkout will be powered b…
Discovery is where the money is at. If FB can dominate discovery they will effectively commoditize the product listing, inventory management layer.
That’s not to say there aren’t many on facebook who will use this.