Facebook opens its first small biz pop-up stores inside Macy’s
By Jenny Gregorcyk • November 7, 2018
Facebook is bursting out of the ones and zeros into the physical realm with nine brick-and-mortar pop-up stores that will show off goods from 100 small business and online brands. Facebook organized the merchants to be part of The Market @ Macy’s, which first launched earlier this year to create temporary spaces for businesses. The merchants keep all their sales revenue, with Facebook and Macy’s taking no revenue share, and Facebook paid for each merchant’s one-time fee that Macy’s charges for the space. The stores feature News Feed post-themed displays complete with like button imagery so it feels like you’re shopping Facebook in real life.
While Facebook doesn’t earn money directly from the stores, it could convince the small businesses and others like them to spend more on Facebook ads. Alongside recent tests of advanced Instagram analytics and instant Promote ads for Stories, Facebook wants to build a deeper relationship with small businesses so this long tail of advertisers sticks with it as sharing and marketing shift from the News Feed toward Stories and private messaging.