Facebook showcases creators in Gen Z-focused Marketplace holiday shop
Facebook is partnering with creators in an effort to draw young holiday shoppers.
In an email to Chain Store Age, Facebook said it has opened its first-ever Facebook Marketplace Holiday Shop. The digital storefront, which is primarily focused on secondhand products, utilizes the social media platform’s new Collections feature that lets users save and organize items from their feeds, reels and Marketplace listings.
Collections can be made visible to anyone on or off Facebook or also set to be only visible to a user’s Facebook friends or only the user themselves. The company developed Facebook Marketplace Holiday Shop in partnership with Gen Z creators like Tay BeBoop (who has almost 700,000 followers) and April Lockhart (who has 50,000 followers).
Holiday Shop creator partners are curating listings of Marketplace finds across product categories popular with Gen Z shoppers, such as fashion and electronics. By featuring creator-driven collections at the top of the storefront, Facebook is attempting to create a more social and collaborative shopping experience while highlighting the categories will most interest Gen Z shoppers during this holiday season.
Facebook is launching its new Gen Z-focused curated holiday shop as it is becoming the preferred platform for young consumers to find products. According to a recent survey from cloud-based social media management software Sprout Social, 41% of Gen Z shoppers turn to social platforms first when looking for information, leading all other resources such as traditional search engines (32%).
[READ MORE: Survey: Social media overtakes search engines among Gen Z]
In addition, the survey shows that Facebook (81%) is the top platform for Gen Z product searches. And a December 2024 U.S. consumer survey from GoDaddy indicates more than one-in-five shoppers make purchases on social media platforms at least weekly, with Facebook serving as the top platform.
Facebook adds new Marketplace features
In addition to the Holiday Shop and Collections, Facebook has been introducing and piloting several new offerings as part of a "glow up" intended to evolve the Marketplace shopping and selling experience:
Improved checkout
Buyers will now see total costs of Marketplace purchases, including shipping and tax, upfront and receive notifications as order status changes.
Personalization
Shoppers can now react and comment directly on Marketplace. And when shoppers like an item, Marketplace will learn what they are interested in so they will see more items aligned with your preferences, making their shopping experience more personalized and relevant.
AI insights
Facebook is also testing a new feature designed to make it easier for shoppers to ask the right questions when making a purchase on Marketplace. When shoppers start a chat with a seller, they will see a "suggested questions to ask" button pop up. If they tap it, Meta AI will use the details from the listing and their conversation to suggest questions you might want to ask the seller.
In addition, Facebook is beginning to test a new AI-enabled feature intended to make buying cars easier and more informative. When shoppers visit a vehicle listing, they will see AI-based insights that can gather information such as engine options and safety ratings, as well as as transmission type, seating, cargo capacity, reviews, and price insights, all in one place.
Facebook plans to release more Marketplace updates in 2026 for both buyers and sellers.
