The news: Facebook is creating a more social Marketplace experience with collaborative features aimed at making buying and selling feel more interactive.

The platform is rolling out “collections” that let users create groups of Marketplace listings and invite friends to browse together. It’s also adding reactions and comments directly on listings.

Other marketplace makeovers:

• It will now include Meta AI tools that give users detailed suggested questions to ask sellers and offer AI-generated insights for buyers on vehicle listings, such as engine specs, safety ratings, and price information.
• Meta is also deepening integrations with eBay and Poshmark, letting users see listings from those platforms within their Marketplace feed.

Zooming out: Marketplace hasn’t been mentioned on Meta earnings calls since Q2 2024, when the company emphasized its popularity among younger users and advertising potential for businesses.

Meta’s online market remains an important element of its youth strategy. More than half of Gen Zers are on Facebook—53.2% log in at least once a month—and Marketplace shopping is one of their primary activities on the platform, per our US Social Media Users by Generation 2025 report.

The opportunity: Secondhand shopping platforms can feel like the Wild West at times, requiring buyers to vet products carefully and forcing sellers to field endless “Hi, is this available?” messages. The result can be a fragmented, high-effort experience that could push users toward polished competitors or dedicated resale apps.

Streamlining Marketplace with collections, social comments, and AI-assisted messaging could reduce friction. By making discovery easier and communication more efficient, Meta could encourage shoppers to consider Marketplace first when browsing for local used goods.

What brands should do: As Meta makes Facebook Marketplace a social experience, brands should explore ad placements within the shopping platform to meet high-intent, young customers who are already in a product discovery mindset.

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