Commerce: Platforms that help creators sell products. There’s also ample room for new entrants. Platforms like PopShop, Whatnot, Huddle and Lit Live are tackling livestream shopping—already a popular phenomenon in China—while others, like The Landing and The Newness, focus on vertical categories such as interior design and beauty, respectively.

Livestream sellers put forward their point of view and editorial eye on the products they select and evaluate. Facebook Shops and Tik Tok Shopping similarly give opportunity to sellers of all stripes to set up their shops.

In this way, Instagram, and not Amazon, is building the closest analog to China’s Tmall with a collection of modern and luxury goods that appeal to younger and more affluent audiences. Facebook is building the anti-Amazon. Mosseri and team have developed a resource that serves as a marketing engine and audience development tool. They’ve taken... See more