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Facebook Struggles With E-Commerce as Meta Looks to Revamp its Ads Business

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Facebook parent Meta developed e-commerce services in 2020 as people shopped more from home and the company faced a changing digital ad market. Two years later, employees, former executives and retailers say the division remains a work in progress.

Facebook parent Meta Platforms Inc. developed e-commerce services in 2020 as people shopped more from home and the company faced a changing digital ad market. Two years later, employees, former executives and retailers say the division remains a work in progress.

Some retailers say they are frustrated by Meta ’s e-commerce rollout, noting that the service is missing basic components such as the ability to offer items in different colors or sizes, limit where a merchant can ship items and provide next-day or same-day deliveries. Other stores, though, see the promise of connecting with shoppers through the large user bases of Facebook and Instagram.

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