The news: Meta launched Seller, a standalone app that gives Facebook Marketplace merchants dedicated tools for listing creation, inventory management, and performance insights. The app syncs with existing Marketplace listings.

Separately, Meta introduced a free verification program on Facebook, which could increase buyer trust as users grapple with a rise in AI-generated content.

Why this matters: Facebook Marketplace is central to Meta’s efforts to engage younger consumers. One-third of young adults who use Facebook daily also use Marketplace, Tom Alison, head of Facebook, told The New York Times. Marketplace doesn't take a cut of sales, but it keeps users on Facebook longer, making the platform’s ad inventory more valuable.

Facebook Marketplace is central to Meta’s social commerce strategy. Facebook will have 71.2 million US social buyers this year, ahead of TikTok's 57.7 million and Instagram's 53.4 million, per our forecast.