https://techcrunch.com/2018/11/05/facebook-pop-up-store/

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 pay a one-time fee and keep all their sales revenue, with Facebook and Macy’s taking no revenue share. 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 longtail of advertisers sticks with it as sharing and marketing shift from the News Feed towards Stories and private messaging.